April 1st, 2010 by Nick

Search Engine Optimization is best conceived of as a continuous process. Certainly, it should never be thought of as a quick fix. To get a continuous process right, performance monitoring is an imperative. One difficulty is that a site’s position is not determined solely by its own attributes because the SEO activities of other competing firms are obviously relevant to outcomes. Despite this important issue, it is possible to assemble a considerable of data in relation to what is working. This information can be a very useful guide to which elements of an SEO campaign are in need of adjustment.

It is sometimes helpful to think of an SEO campaign in distinct phases. There is the first stage of SEO analysis, keyword research and production of a coherent SEO strategy plan. Then there is a second stage where the SEO plan is implemented. After this stage is completed, it is probably a good time to begin the periodic reviews which will examine performance. Subsequently, there is a period where success may have been achieved and it may be necessary to put in place a maintenance package. These things may very between SEO services and an approach based on flexibility may be rewarded with very positive outcomes.

There is some controversy amongst the SEO industry with regard to the use of tracking software as part of the review process. Sceptics contend that the statistics that are delivered by this software do not illuminate the whole picture. However, while statistics gathered from Google Analytics, for instance, might not provide the complete picture of what has occurred as a consequence of a SEO campaign, they do help in revealing valuable insights into what has been happening.  Hence it would seem to be prudent to use Google Analytics, while being cognisant of any of the limitations of the tool.

When engaged in a SEO campaign, it is important to know how visitors are accessing a site. Being aware of the search engine or blog that directed the visitor there can be of considerable worth. It can help in the process of content planning, for example. If many visitors are coming to a site after visiting an art blog, it may be astute to have additional content which would appeal to such an audience. Researching the contents of the art blog may give you an idea of additional products that could be marketed on the site. Knowing the specific places that visitors depart from a site from can also be highly relevant to future strategy. Such data can be interpreted so that a lot is learnt about the strengths and weaknesses of a site.

It is particularly useful to have a notion of what visitors are engaged in while they are present on a specific site. There is little point in attracting visitors if the site is so cluttered that they find it very tricky to become consumers, for instance. Google Analytics (or other tracking software) may not provide you with all the answers, but it can help you to start asking the right questions. Reviewing performance has to be an integral part of a continuous campaign.

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