Notice that the landing page ElderPets chose for this conversion is
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
calls to action
that you’d be thrilled for a
to find one click away from a search
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.
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:
track the accomplishments of your SEO campaign.
Go back to the “Conversions” table on your Goals Worksheet and enter your conversion pages in
the appropriate column.
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