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 Below you will find the recommended pieces of information you should track on a Monthly Basis. This information should be recorded and kept separately from your tracker. By doing it this way, you will be able to see trends month to month and year to year that will help you make good marketing decisions about your business. |
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Visitor Counts, also known as Unique Visitors, tell you how many potential guests visited your web site for a specified date range. Some web site trackers included in these counts are the visits occurring from web crawlers and spiders that read your site and index them in the various search engines, some do not. You need to know if your unique visitors include the spider traffic so you know if you are looking at combined numbers (spiders and human) or just human. Remember, you can't sell a product to a spider or crawler.
Included in your Visitor Count (Unique Visitors) you will see all visitors from all different types of referrers. It's a good idea to know how many came from any PPC (Pay Per Click Programs) and also any PPI (Pay Per Inclusion) programs. This will help you see how much search engine traffic you are paying for, and how much search engine traffic is free.
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It is important to track the various companies sending traffic (unique visitors) to your Web Site. We recommend you track at least the top 10 referrers each month, but you may track as many referrers as you deem appropriate. This information should be recorded separately from your tracking system.
In most cases every Paid Listing site will have more traffic to your page on their site than will have click throughs to your site.
It is best to use your web site Referral tracking as a benchmark and go to the source for their numbers when the Cost Per Click appears too high in comparison to your other Paid Listings.
To be able to track the number of click throughs provided from any Paid Listing site, you first must know who your Paid Listing Companies are so you may track them monthly.
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Organic Search Engine Placement Tracking
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Organic Placement is the location your Web Site shows up in on the Search Engines at no cost. This is not placement determined by $$$, like PPC (Pay per Click) or PPI (Pay Per Inclusion) but simply where the search engines place you at no cost.
To determine your Organic / Natural placement in search engines such as GOOGLE, YAHOO, MSN and AOL SEARCH you must first determine what Search Terms (Phrases) are most important for you to be showing up on.
If you have made your Web Site Search Engine Friendly, then you should have your list of Search Terms to keep an eye on.
Each Month you should look up your set list of search terms in each of the search engines and see where you are placing in the Organic/Natural listings. This information should be recorded separately from your tracking system. |
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Most Web Site Trackers track the Search Terms or Search Phrases that the public is ACTUALLY FINDING YOUR WEB SITE WITH.
In most cases these phrases will match back to those phrases that were coded in your Titles, Descriptions and Keywords if you had your site updated to be Search Engine Friendly.
These phrases should tie back to the Entry Pages that contain these phrases.
This is used as an indicator to see if organic improvements can be made to your site based on your Titles, Descriptions and Keywords.
In other words, are the phrases you have chosen as part of the Search Engine Friendly process really producing the results anticipated? IE: Are the phrases we chose as part of the Search Engine Friendly process really producing the results anticipated? |
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Link Counts provide information on your Link Popularity that supports your organic listings.
Once a web site has been made Search Engine Friendly with the appropriate Titles, Descriptions and Keywords it is the link popularity (along with other various factors) as defined by the various search engines that determines your placement in the organic listings.
We recommend tracking your link popularity once a month for GOOGLE, YAHOO, MSN and AOL SEARCH.
MarketLeap.com is an online tool you may use to assist in tracking your link popularity.
The rule of thumb is the more link popularity you have as defined by the various search engines, the higher your organic listings should appear. |
Entrance Pages are simply pages from your Web Site.
If you have marketed each page of your Web Site differently, each page has a chance to stand alone as a listing in the Search Engines.
By examining your Entrance Pages monthly, you can prove the work done to market all your pages is working.
Guests don't always see your home page first - especially if you designed and marketed all the pages of your site to be different.
In other words, the more pages indexed on the internet with different Search Terms (phrases), the more chance to be seen.
By watching your entry pages you will know which pages are working the hardest for you. |
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PPC Listings should be tracked and recorded per month.
You will need your access information for each PPC program you are participating in so you may log in and gather the information. You should track the
Number of PPC visitors for the month and the
Total cost paid for those visitors. You may also choose to track which phrases you are paying for that bring you the most visitors.
A few examples of PPC Programs are
Google Ad Words and
Overture Sponsored Match. |
PPI Listings should be tracked and recorded per month.
You will need your access information for each PPI program you are participating in so you may log in and gather the information. You should track the
Number of PPI visitors for the month and the
Total cost paid for those visitors.
An example of a PPI Program is
Overture Site Match. |
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