5 top tips for search engine success: 1 | 2 | 3 | 4 | 5

5. Analyse your traffic data

Having worked hard to get good rankings, you'll have to stay on the job. Having access to traffic data is a prerequisite for your ongoing search marketing strategy. Analyse the traffic you are getting and identify areas for improvement. Where are your visitors coming from? What search terms led the most people to your page? Which search engines and referring sites delivered the most visitors? Were the visitors relevant - what was the bounce rate? How long did they spend on your page? Where did they go next?

Once you understand the current situation, you can compare this data against your objectives and refine your strategy and fine-tune your pages accordingly. You should regularly review your content, keyword selection, site structure and user interface design. You should also keep an eye on your rankings by searching on your keywords in various search engines. As other site owners improve their sites and content gets re-indexed, your site's ranking may be adversely affected.

Finally, don't take good positions for granted - you'll have to fight to keep them!

< back >