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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Have you ever experienced someone in the marketing department (SEM, Email, Corporate, etc) asking you how well the marketing campaign they just ran has preformed, only to realize that the campaign was not being tracked? This can be a very frustrating situation to not be able to let the marketing department know how well the campaign performed. The campaigns can be a newsletter, paid search, banner ads, twitter, facebook, widgets, or tiny URLs. The marketing department can run a marketing campaign on any combination of these. If the marketing department is not aware that the campaign needs to be tracked, then it is hard to let them how well their campaign performed. One of the things that I do is set up a weekly meeting with the marketing department to walk through their campaigns to make sure everything gets tagged. A bi-weekly meeting might be enough, depending on your company. I also created a document for the marketing department on how to add the tracking tags to each type of campaign. I am going to go cover add tracking tags for Google Analytics, Omniture, and Coremetrics.
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