Search Engine Optimization (SEO) for your website

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don’t have a conversion tracking method in place, you may not have much to write in

this section. Make your best estimate—next month you’ll devote an entire week to

establishing conversion tracking.

Take a look at this month’s conversion data as compared to last month’s. If

there are differences, what caused them? Separating out all of the different factors that

contribute to your bottom line—SEO efforts, seasonal effects, even regular month-to-

month fluctuations—is almost impossible. Your mission over the coming months will

be to separate out the effects of your SEO campaign as well as you can. If there are any

results that you

can

attribute directly to your SEO efforts today, make a note of them

in your report. Here are some examples:

• Listing our site in the Outdoor Lifestyle Directory has resulted in a branding

boost and a 7 percent increase in page views.

• Since we succeeded in getting the Quilting Supplies page indexed in all four

search engines, we have seen a 27 percent increase in cotton batting sales.

• Four hundred click-throughs on our PPC campaign resulted in 16 sales of wine

gift baskets.

Thursday: Monitor PPC Ads

Each month, your report will include important information about your spending and

accomplishments with your PPC ad campaigns. This month, be sure to touch on these

points:

• Campaign setup info

• Monthly PPC performance data

• Top performing keywords

• Changes to campaigns

Here are some guidelines for making the most of the data you get from your

PPC engine.

Now:

Write your conversion data and commentary in your Monthly Report.

Now:

Open your conversion tracking document and record this month’s data.

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