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Wednesday, 09 May 2012 13:39

Analyzing the success of your SEO program

Having a well-designed website doesn't mean that your organization has secured a visible web presence. In order to ensure that your website is highly 'discoverable,' you must invest in Search Engine Optimization (SEO). SEO is the process of improving the visibility of a website in search engines via 'natural' or unpaid ('organic') search results.

SEO is an ongoing process, not a one-time deal, and it requires maintenance in order to remain effective and ensure a return on your investment. Measuring the success of your program on a regular basis will help you identify your strengths and weaknesses, as well as ways to address them. Therefore, it is important to run regular stats reports on your website's traffic so that you can compare its performance each time you make any changes to your program.

Ultimately, as with any other marketing undertaking, the goal of an SEO investment is to increase conversions whether your goal is to sell a product or service, recruit followers to a cause, or distribute news.

Published in The Marketing Edge

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