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Lucy Griffiths

With Search Engine Marketing, Be Careful What You Measure

11th Jun 2008 Analytics 2 minutes to read

As a UK Search Engine Marketing Company, we provide our clients with regular reports and updates on how their SEO campaign is progressing. Part of our client reporting includes information on where their keywords are in the major search engines. This is almost a given but it should not be the only measurement of success, nor even the most important aspect.

If you are planning your own search engine optimisation campaign, you really need to focus on your keyword research and understand which phrases are going to bring in the most relevant visitors to your site. It is often the case that a site owner will go after a ‘vanity phrase’ which is often a single word, highly competitive and, even if you were to get a top spot, would not necessarily bring in the ‘right type’ of visitor.

You should try and understand what phrases are more likely to bring in prospects for what you offer rather than the glory of getting hundreds of worthless visits to your site. Quality, not quantity!

We always recommend that you use a good quality analytics package. There are many in the market but, for most site owners, Google Analytics is more than sufficient. Once you have your account set-up and have implemented the code to start tracking visits, you will be able to uncover valuable data about your site’s traffic and will be able to make informed decisions about how well your search engine marketing campaign is performing. For example, you will be able to set up funnels to see how visitors progress through your site and (ouch!), what point they leave.

You will be able to determine your bounce rate* by keywords and see very clearly where you may have rankings that are not adding value or your site needs improving to convert those visitors.

Whilst statistical data isn’t perfect, it ought to provide you with a clearer indication of where you should be going with your search engine marketing. For example, if one page is receiving a lot of traffic but also has a high bounce rate you should address this as a priority. Sometimes the simplest things can put off visitors and can ruin your chances of improving your ROI; this can include targeting the wrong keyword.

*What Does Bounce Rate Mean?

It’s only natural to want your site as high up the rankings as possible but relevance is key.


If you’re a UK business wanting to get more from your online marketing, you should review our Search Engine Optimisation Services.

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