Over the last few years, search engines have systematically reduced referral data available to analytics engines. In the past, each search keyword that sent traffic to your website would be passed in the referrer to your web page, and you analytics system could count each one. Those days are gone. There are basically two ways to […]
Category: Chapter 04: Unlock the Business Value of Search
Forecast
In Chapter 4, we explain how to calculate the business opportunity by building the business case to justify the investment to management. Using the following process and the Missed Opportunity worksheet, you can calculate your first campaign’s opportunity. You can download the Missed Opportunity Worksheet and develop your own forecasts. Step 1: Identify your important target keywords (gold […]
Rank Check Tools
You should know that automatic rank checking is considered a necessary evil by search engines, because it consumes precious server resources for queries run by software programs—not by people who might click through on an ad to make the search engines some money. So, not only don’t the search engines make money from rank checking, […]
Monitoring Search Engine Rankings
In Chapters 4 and 10 we discuss the need to monitor your rankings in the search results to monitor performance for your own website, but also for websites of your direct competitors. You’ll probably want to check the rankings of many keywords that are important in driving traffic to your site, but you might limit checking […]