Traffic Reporting and Analysis
Once you have allowed an appropriate amount of time to lapse (I usually wait six to eight weeks), it is time to generate some reports to confirm the success of your search engine optimization campaign. Search engine positioning reports provide a wealth of information, such as your site's position in the major search engines, how you rank on your targeted keyword terms and phrases, which sites rank above and below you, where you've declined in rankings, and so on.
In addition to your search engine positioning reports, be sure to regularly check your traffic logs. Is your traffic increasing? Are people finding your site with the search terms you targeted? Which of the search engines are referring visitors to your site?
There are many variables that affect rankings, including:
- Keyword density
- Link popularity
- Click popularity
- Keywords in the title
- Keywords in the description tag
- Keywords in the keywords tag
- Keywords in the names of linked pages and in the linked words
- Keywords in the alt tags
- Keywords in names of images
- Paying for ranks
- Listing in online directories
Conclusion
To be competitive online, your web site needs to be search engine friendly. Search engine optimization is a function of Internet marketing and is the most cost-effective means of marketing to your target audience. With an estimated 85 percent of web users turning to the search engines to find information online, it is important that your site rank within the top 30 results if you want to be found. A successful search engine optimization campaign will not only boost your rankings in the search engines, it will bring qualified customers and prospects to your web site who are already on the web searching for your products and services.
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