still working on it, continue to track conversions any way you can, as we’ve encour-
aged you to do since your Prep Month.
Online and Offline Conversions
As we mentioned last month, if you’re just starting out with a new conversion tracking
method, start a new tracking document to avoid comparing two different types of data.
Analyzing conversions may be tricky this month if you don’t have three or four
months of similar data. Do what you can. If you started with rock star conversion
tracking methods and you’ve got a nice, continuous stream of data to analyze, this is
the time to look for trends that influence the future of your SEO campaign. Should
you focus on a particular subset of your target customers? Should you make a bigger
effort on ironing out sitewide technical difficulties that are blocking conversions?
Could usability or copywriting be a factor?
Depending on your organization—and your place on the totem pole—these
kinds of judgments may be best presented as “thoughts” or “suggestions,” not direc-
tives. Big changes may best be left to a committee decision.
Your image and branding improvement work this month, and your findings from your
website analysis using the fun tools last week, shouldn’t go unrecorded. Maybe this
month you’ll be able to make some statements like these:
• PDF files were optimized for better indexing.
• A new CEO blog was started to increase linkable noncommercial content and
develop relationships with online readers.
• I was unable to find any instances of stolen content on the Internet in our com-
• Our keyword density for the term “comforter covers” on our home page is on
par with those of our competitors.
Record any image and branding improvements in your Quarterly Report.
Write your conversion data and commentary in your Quarterly Report.
Open your conversion tracking document (or start a new one) and record this month’s data.
c09. 8:10 273