Managing and responding to search marketing feedback
Search engine optimisation is a continuous process. Having completed phases 1 to 3 your
site it should start to behave positively in the rankings.
It is important that you measure the performance of your web site against the keywords
you have targeted. Has the site actually risen in the rankings? If so, how far? Is ranking
performance satisfactory against all targeted keywords and phrases or against just one or
two? Has the improvement in rankings led to an increase in site traffic and business?
How have your competitors reacted? Do they appear aware that you have optimised your
site? Has anything changed on their sites to suggest they are responding? SEO is a
competitive business so you should anticipate a response to any ranking progress you
achieve.
Log Files
Log files are where the records of web site activity are kept. They reveal what domains
have visited the site and what pages have been accessed. The log files should be used as a
check for any search activity. A regular check may reveal some useful information.
Pay Per Click
I am a particular advocate of utilising pay per click campaigns alongside organic activity.
Creating and managing a pay per click campaign will generate lots of valuable data about
your specific search category and the terms you use. Given the current arrangements in
the pay per click market you will gather feedback about how your site and keywords
perform across the Google, Yahoo and MSN networks and a few others as well.
The SEO Cycle
Concluding Phase 4 of SEO for ultimately leads you back to Phase 1. The process is
essentially cyclical. The next time however, you will tackle phases 1, 2 and 3 with
significantly more knowledge and experience.