Search Engine Optimization (SEO) for your website

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Your PPC Quick Check will probably become second nature in time, but during

Your SEO Plan we’ll remind you each Friday.

Now, with your site structure improvements in place and your PPC campaign

purring, you’ve never been more ready to get some serious conversion tracking

underway!

Week 6: Conversion Tracking

Now that your SEO campaign is getting into its “humming along” phase, we think

you’re ready for the challenge of conversion tracking.

Conversion tracking is a simple concept to grasp: You count how many people

are performing a desired action, you determine where those people came from, and

you figure out what keywords they used if they came from a search engine. Here’s

the simplest scenario: Your goal is to get more

unique visitors

. You use data from

your servers to tell you how many unique visitors came to your site and what search

terms they used.

But tracking online activities like making a purchase, filling out a form, or

downloading a file, not to mention offline conversions like phone sales and walk-in

business, requires a more sophisticated tracking system.

This week you’ll develop a plan for tracking the conversion goals you estab-

lished in Chapter 1, “Clarify Your Goals.” Think “baby steps”: You probably won’t

finalize your tracking system, but you’ll set the wheels in motion. This week you’ll

find the tools you need and some ideas for tracking even the most challenging types

of conversions. Pop your head out of your cubicle and let your IT folks know you’re

going to be bugging them soon, because you’ll need them to help you make this

happen.

Here are your daily tasks:

Monday

: PPC Conversion Tracking

Tuesday:

Get to Know Your Basic Server Stats

Wednesday:

Tracking Online Conversions

Thursday:

Tracking Offline Conversions

Friday:

PPC Quick Check and Link Requests

Now:

Perform your PPC Quick Check.

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