Monitoring Results, Maneuvering Accordingly

On a roadtrip, it's important to consult a map every once in a while to make sure that you're heading in the right direction. It's the same with Internet marketing. First-page search engine rankings are moving targets because Google and the other search engines are constantly changing. Not only do the search engines change, but your competitors do too. You can't submit your website for search engine optimization as a one-time service and then "let it ride". Even if you do get some immediate results, you will see your rankings slowly but surely go down the tubes if you don't do something to maintain the positioning. But you have no idea if what you're doing is working or not if you don't look in on your SEO results on a regular (monthly) basis. Once you have your bearings, you might just have to change direction.

Perhaps you find that you're getting a lot of traffic for a particular keyword, but it's not converting into a lot of phone calls or emails. That's an indicator that there might be something wrong with that keyword's page. Perhaps the design isn't built with direct-response calls-to-action, or the content is ineffective, or it may be a sign that that keyword phrase is not actually in line with your goals and that the traffic coming isn't the kind of traffic that you want.

You may find that your SEO results are slipping! What do you do then? Don't just continue doing what you're doing. Maybe the answer is to do MORE of what you've been doing, or to try something different. This is also where competitive analysis is important. What are your competitors doing that is working for them that you aren't doing?

If you need help analyzing the data that your SEO company is providing, or if your SEO company isn't providing you with any data at all, please give me a call or shoot me an email, and I will see what I can do to help. I look forward to speaking with you.