Step Wise SEO

 Tracking and site analysis tools aren’t unique to search alone and are important for overall success in a number of website strategies.

What makes them most important to search marketing is their ability to measure conversions and in many cases conversions by the singular elements of a search strategy such as search engine and keyword.

Tracking technologies come in two distinct types, those that read a website’s log files and those that run on a server-based system.

Both of these systems can use cookies to record more accurate data and in many instances run side by side.

The usage difference between each of these is largely determined by cost and ease of implementation within a firm’s technological infrastructure.

Above all forms of technology any type of tracking technology will enable any strategy to be controlled and measured for success.

As each keyword is measured against conversion points any adjustment or improvements needed in a campaign can be identified and fixed; similarly areas that are performing well can be expanded upon.

A conversion point is defined as a point within a website where success can be determined.

Examples include the ‘thank you’ page of a shopping cart process for a B2C site or the ‘contact us’ form on a B2B site.

In some instances websites have more than one conversion point; if this is the case, more than one page is identified and then activity is targeted toward that page.

The application of any form of tracking solution is determined by the desire to gain information to help with improving success.

Typically, SEM agencies will only track conversions, whereas corporations looking to learn beyond the conversion, such as click path analysis, track far more. Some examples of tracking solutions are as follows:

• WebTrends: WebTrends are the original tracking solution and specialize in giving detailed analysis of site activity.

WebTrends services range from browser-based to server-based. (www.webtrends.com)

• HitBox (WebSideStory): HitBox is one of the more popular and powerful tracking tools and provides marketers with server-based tracking. (www.websidestory. com)

• ClickTracks: ClickTracks is a browser-based, or log file-based, analysis tool that studies the logs of a website and provides reports based upon activity.

ClickTracks also offers server-based solutions and has a unique interface showing reporting superimposed over a website’s actual pages. (www.clicktracks.com)

There are a host of additional tools, specializing in search engine activity tracking such as www.conversionruler.com or www.clicklab.com.

Additionally, most of the SEM companies provide analytics and the major engines, such as Google and Overture.

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