As I mentioned in my Omniture Summit 2009 recap, I was fortunate enough to be a co-presenter for a breakout session – ‘Makin’ Gold Records: Turning your SEO team into Rock stars.’ One of the most difficult things to do is track SEO and to determine how successful the SEO efforts have been. I am not going to talk about tips about how to optimize your site for search engines. There are already quite a few blogs and forums that talk about how to do this. What I am going to talk about are reports and analysis that can be set up to help determine how successful the SEO efforts have been. I am going to borrow from one of the slides in the presentation that really helps with this point, ‘43% of marketers don’t or can’t accurately measure ROI from SEO. To be successful with SEO, you must accurately measure success to drive value and action. In the end, it is not about driving traffic to the site, it is about making money.’ The question now becomes where to begin? To borrow another quote from the presentation, ‘With so much data available…the most important metric is that which helps improve your site.’
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