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Learn how to Measure the Effectiveness of Your Online Marketing Campaigns. . . in a free PDF download
Do you know that according to WebSideStory, an analytics firm, in
2003 medium to large Web sites got an average of 13.6% of traffic
from search engines? Do you realize the power in that one simple
statement?
Search engine marketers trying to get new business from medium to
large Web sites can ask for log files from potential clients.
They can then determine the percentage of traffic from search
engines for those potential clients. They can compare it to the
average, and use that number to prove the need for their services
as well as the importance of search engine marketing.
The same principle applies to SEOs trying to prove to the
marketing or management departments that search engine marketing
needs to be taken seriously.
Measuring the percentage of traffic from search engines over time
is one way to measure the effectiveness of an online marketing
campaign. But hang on, because we're going to explain a few other
definable elements that you may have previously thought of as un-
measurable.
What other elements can be truly and effectively measured?
What about measuring things you probably haven't considered
before, such as site stickiness and brand blurriness?
Site stickiness measurements are normally taken from the first
page of a Web site as it's usually the most trafficked page and
the entry point for the majority of online visits. The stickiness
metric measures if people are finding what they expect to find as
soon as they arrive on the site.
Brand blurriness refers to visitors who have searched for a
similar product but landed on your page. In that case, your
product or company names are similar, and it appears you may have
a branding problem.
But how can you measure site stickiness and brand blurriness?
Have you heard of "scorecarding"?
Every client needs a scorecard and needs to know how they're
doing from month to month or week to week. Any client, with the
proper analytics, can have a set of scorecards.
What is scorecarding? A scorecard is a way of charting all of the
metrics you've gathered, to where it's easy to present the
information to your client, your marketing department,
management,
or simply as a more efficient way of keeping track of
your data.
How do you begin with scorecarding? Would you like to see samples
of scorecards?
Introducing . . .
Search Engine Effectiveness Metrics and Scorecarding . . . By
Marshall Sponder
I recently read one of the most in-depth and revealing articles
I've ever seen on how to measure the effectiveness of a search
engine marketing campaign. Written by Marshall Sponder
(http://www.now-seo.com), a professional search engine marketer
who's well-known for his unique and effective ways for measuring
traffic and for developing scorecarding in the SEO industry, this
easy-to-understand article breaks an often complicated topic into
straight forward terms.
The article is almost 6,000 words long and is full of graphics
and charts, so we've put it into PDF format to make it easy for
you to download.
Visit this page to download the free PDF article:
http://www.searchengineworkshops.com/articles/e-metrics.html
This article covers all of the topics I've mentioned above, and
it answers all of the questions.
In Conclusion . . .
Before your search engine marketing campaign even begins, you
need to start analyzing your log files and measuring your search
engine traffic. Traffic analysis is every bit as important as the
marketing campaign itself.
Download Marshall's PDF article and look at the various metrics
he's suggested for measuring the effectiveness of a search engine
marketing campaign. Try his method of scorecarding and see how it
works for you.
Become as serious about traffic analysis as you are about search
engine optimization, and you'll soon be wallpapering your house
with your search engine success stories!
Good luck!
About the Author
Robin Nobles teaches 2-, 3-, and 5-day hands-on search engine
marketing workshops (http://www.searchengineworkshops.com) in
locations across the globe as well as online search engine
marketing courses. They have
opened the first networking community for SEOs called The World
Resource Center for Search Engine Marketers, and they have expanded their workshops to Europe with
Search Engine Workshops UK
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