April 19th, 2010 by Susie

Not every SEO company uses tracking to keep an eye on their client’s sites. Some maintain that their search engine optimisation techniques are so effective that the technical statistics-based approach can add little or nothing to the overall value of their campaigns. This view seems to overlook the fact that the statistics which can be collected via traffic software may be revealing and of practical assistance to a search engine optimization consultant. Being aware of what visitors are actually doing on a site does seem to be of considerable value. Furthermore, realising where visitors have been previously can also be well worth knowing.

Traffic software can assist in maximising the effectiveness of a site. If it is not known what visitors are doing, it is more difficult to make necessary adjustments. The following examples may illustrate the point:

•   Traffic tracking can help ascertain facts about onsite visitor behaviour. Are they wandering all over it? Or do they typically go to the one spot? Perhaps they need assistance when it comes to navigation. The utilisation of something like Google Analytics can help determine this
•    If the site visitors are largely heading to the same site, this has implications for what is to be done. It could be that a site owner or SEO professional is quite happy with this outcome, because it provides the opportunity to try to sell the visitors goods or services at this juncture. Alternatively, it could be thought that more should be done to bring the remainder of the site more effectively into the game
•    Where have the site visitors been before arriving at the site? Has a social media or networking site, a blog or a news site sparked their interest? What kind of location has been proven effective in this respect and why might that be? Strategies may need updating if it is found that the users are coming from specific places. It all helps in the battle to research the target audience effectively. Site referrals can be very useful ingredients to have in the mix
•    On the other hand, many visitors will have come directly from one of the major search engines. It is of great utility to be certain about which search engine has been involved in the process. It can certainly be of assistance in developing keyword research further, for example
•    Other useful statistics may include things like bounce rate. There is little point in acquiring a large volume of traffic, if very little of it sticks around for a meaningful amount of time

The traffic software sceptics, if one can label them that way, are not Luddites. They have a point in that statistical information alone cannot provide a search engine optimisation campaign with the necessary impetus. However, the precise data that Google Analytics, for instance, can help collect can be a valuable resource. If knowledge is power, then having additional insights into what is going on surely makes a great deal of sense. Therefore if traffic software is used in the context of a multi-faceted continuous SEO campaign it seems probable that it will lead to a more comprehensive and thoughtful approach.

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