I
f you want to maintain successful SEO efforts, you need to analyze what
works and what doesn’t, and try to extrapolate why, based on the infor-
mation that you have. That information can vary, depending on how you
gather it.There are many methods for measuring the success of your SEO efforts. Some
people are just happy to see their site traffic and sales rising. But if your SEO
strategy is to work toward achieving a more complicated goal, you might need
more ways to measure the success or failure of your efforts.As an example, if you’ve implemented SEO strategies in an effort to build
visitors to your site as a way of creating or improving brand recognition, you
might not be as interested in the sales achieved by your SEO efforts as you
are in the creation of returning visitors.It doesn’t matter if your SEO goals are monetarily based. You can create goals,
and conversion values, for non-monetary activities like newsletter sign-ups,
filling out a form, or even requesting additional information. Whatever your
goals are, learning which SEO efforts work and which don’t is vitally impor-
tant to ensuring that you’re always putting forth your best effort to reach
those conversions.Analyzing SEO Successes
You know that search engine ranking for your web site can change from
week to week. Those changes can be caused by competition, modifications
to search algorithms, and changes to your web site. To maintain your top
ranking, you must constantly monitor and make changes to your web site.271
IN THIS CHAPTER
Analyzing SEO Successes ..................................................................................................
Competitive Analysis ........................................................................................................
Conversion Analysis ..........................................................................................................
Analyzing Server Logs ......................................................................................................
Analyzing Success
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