Search Engine Optimization (SEO) for your website

213

Benefits

Both client-side and server-side tracking systems give you much more informa-

tion about your site visitors than basic server log analysis or built-in PPC tracking will

provide. What paths your users took, where they lingered, where they exited your

site—the options are almost endless. Client-side systems provide the additional advan-

tage that your part of the setup generally doesn’t require heavy-duty IT involvement. If

you know simple HTML, you may be able to do this part yourself.

Limitations

Got time on your hands? It takes a serious time commitment to review

and act upon the data you receive using this method. But consider implementing an

advanced tracking system even if you don’t see yourself cozying up with the data on a

weekly basis. It’s possible to review data on a monthly, even quarterly, basis and glean

some fascinating and helpful information.

Client-side tracking also brings about the same security issues that PPC conversion

tracking does. If data security is a major issue at your organization, server-side tracking

will be the better option for you.

Another limitation is that both tracking methods are likely to undercount your visitors

for various reasons, including the fact that users can disable the JavaScript or

(small pieces of text that are saved temporarily on the user’s computer) that these tech-

niques rely on.

You’ve Gotta Love Google Analytics

In 2005, Google pounced on the conversion tracking scene with Google Analytics. Previously a fee-

based service called Urchin, Google Analytics can track

all

clicks, both PPC and nonpaid.The Web-

based interface offers all the tools a small or medium business needs for SEO tracking and more.

And, it’s free!

Like many must-haves (Remember Cabbage Patch Kids? No? Well, then…remember the years-

long beta phase of Gmail?), demand for Google Analytics significantly exceeded supply during its

first few months of existence, causing Google to turn away many enthusiastic site owners. Growing

pains notwithstanding, we predict that Google Analytics will change the face of conversion track-

ing for small businesses. Options that previously cost a bundle or required heavy hitting from in-

house techies will be available to all small businesses for free.With enough businesses using it,

Google Analytics could give organic SEO some of the accountability—and budget—that PPC

already enjoys.We’re looking forward to it!

c08. 8:08 213