Search Engine Optimization (SEO) for your website

Notice that the landing page ElderPets chose for this conversion is

not

the home

page. Many site owners don’t think in terms of deeper pages and think that they just

want their home page to be found on the search engines. But in truth, your home page

is probably only good for achieving the most general of your goals. Your deeper pages

are more likely to contain a wealth of

specific

information and

specific

calls to action

that you’d be thrilled for a

specific audience

to find one click away from a search

engine!

How Will I Measure the Success of This SEO Campaign?

In our experience, measuring the success of your SEO campaign is the winner of the

“Most Likely to Be Overlooked” award at just about every company. (Twenty-six per-

cent of web marketers admit that they are “flying blind” in a 2005 report by Web-

Trends.) Why is this? We think the cause is a combination of factors:

Lack of definition

When goals or conversions are never defined, there’s no way to

measure your accomplishments.

Lack of communication

Different departments or individuals with different goals may

not be sharing information.

Technical difficulty

Some types of conversions are difficult, if not impossible, to track.

Hitch up your high waters and get ready for another painful truth:

There are a few good reasons why. Let’s discuss them here.

Tracking Lets You Drop the Duds

Have you ever heard this military strategy riddle? You are waging battles on two fronts.

One front is winning decisively. The other is being severely trounced. You have 10 thou-

sand additional troops ready to deploy. Where do you send them? The answer is, you

send them to the winning front as reinforcements. Strange as it sounds, it makes more

sense to reinforce a winning battle than to throw efforts into a losing one.

Pearl of Wisdom:

You

must

track the accomplishments of your SEO campaign.

Now:

Go back to the “Conversions” table on your Goals Worksheet and enter your conversion pages in

the appropriate column.

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