Tracking. One of the most important aspects of SEO. The main reason for this is if you have no tracking in place then you will be lost. You won’t know how changes to your site positively or negative changed your traffic… it would be like going on a long journey to a new place without a GPS or even a map to help guide you along the way. Most people do have analytics on their website but you’ll want to go beyond that.
Step 1 – Ensure you have some type of analytics installed on your website. My recommendation is Google Analytics mainly because it is an awesome tool, and you get it for free. Some people thing they (Google) gets too much information about you and your traffic when you install their code on your site. If you don’t think they can figure it out without the code, then you need to think about it for a minute.
Once you have the analytics installed you’ll want to make sure it’s working properly. We’ll talk more about exactly what numbers to track later but for now… just make sure you get it installed and it works.
Step 2 – you’ll want to make sure that you have goals or eCommerce installed. With goals configured you’ll be able to gather much more information about how people reached the goal, if you’re selling many things on your site you’ll want to make sure you have eCommerce installed. There are many videos on getting these configured on your site. If you’re using a shopping cart you’ll want to check with them on exactly how to install it.
Why do you want to make sure you use goals or eCommerce.
Let’s pretend for a moment that I’m selling camping equipment and I have installed eCommerce. I’ll be able to tell exactly what keyword brings me the most cash for tents. If I know that exact keyword then I can do the following:
a) Tweak my SEO so I can rank better for the term.
b) Run test pay per click campaigns focusing on that term and see how well my conversions do.
c) Figure out why this term is working and others related to it aren’t.
and much more.
This does take some work, time, and possibly even some money to the people who do your website stuff. Consider it a good investment because it will pay dividends for you in the long run.