Reporting, Tracking, & Improvement

Like any form of promotion, the key to running a successful search engine marketing program is measuring the results and improving on them where the costs are justified. In order to do this, we utilize ranking reports (WebPosition Gold), PPC Advertising reports (from Overture and Google) and web analytics software (ClickTracks) to provide insight as to how your program can be improved.

We typically run the following reports on a monthly basis and cross-reference them with each other as part of our monthly analysis. If applicable, we develop a list of recommendations for improvement. (These changes will typically include copy or code changes, the addition of targeted pages, and increased link building).

Ranking Reports
These reports indicate where your site is listed in the organic rankings in the major search engines. They are important in helping us determine where any future organic optimization efforts should be targeted.

PPC Advertising Reports (from Overture and Google)
Both Overture and Google Adwords provide a number of reports for managing your keyword advertising effectively. By analyzing a campaign's click thru and conversion ratios, we can determine the cost per lead as well as identify opportunity areas both within the PPC networks and in the organic rankings.

Site Overview
This report gives a general overview as to how many visitors your site is attracting, under what keywords they are finding you, who is referring them, etc...

Search Report
This report offers more insight into the search terms people are using to find your site. Specifically, it breaks down each visitor by keyword/phrase searched per search engine and also shows which phrases converted the most traffic into leads or sales.

Navigation Reports
This series of reports provides insight as to how visitors are navigating through your site. This can be extremely helpful in identifying areas ripe for a site content enhancement effort.

Site Conversion Enhancement
Armed with all of this information, we can now focus on putting your high rankings to better use. Our site conversion programs are designed to increase the number of leads through more powerful messages including prominent calls to action.

For more information on setting up a tracking program for your site, call us at or fill out our contact form.