Check Reporting Data
Two years ago a lawyer who offered medical expert witnesses did not understand why she was not receiving inquiries. Her search marketer claimed she was #1 on Google for "expert witnesses" and numerous other phrases. She was not #1 for "expert witnesses" or any other phrase. She received reports but never reviewed them to see what her search marketer was claiming as success. Despite having a Website for almost a decade, she was afraid to do anything on the Web.
By trusting someone for years who was not doing anything resembling a competent job, she allowed her Website to fall out of competitive standings. She had to shut the business down.
You need to review your results to compute value. You can't be afraid to hold your search marketer accountable. A competent marketer loves to brag about successes anyway.
First thing you need is a traffic reporting system. You may already have one. If not, Google Analytics is free and easy to install.
How many unique visitors came to your site? How has that changed over time? How much traffic is coming from search engines? Are these numbers growing? Search engine use has not slowed down.
What are the referring phrases that visitors are using to find your site? Are the phrases attracting visitors from search engines only your company name or its variations? How much traffic is coming from other keywords? Are you seeing visits for the keywords you expect?
Review Pay Per Click reports to see what keywords are being targeted. Are these the best phrases? Your marketer should be able to justify the keywords they are targeting with search frequency data.
Measure and valuate the sales from Pay Per Click. Are the sales justifying the costs? What steps is the search marketer taking to improve these numbers?
Review this data with your search marketer. Together, plan strategies on how to increase your search marketing's business performance.
Absolutely use a traffic measurement application to track how people who bought or contacted you came to your site. This is the ultimate measurement of successful search marketing.
Continue reading: Effective Search Engine Marketing Strategies.
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