How do you know if your search marketing campaign is working? Metrics, that’s how. But, too often people are looking at the wrong metrics. It’s not enough to be #1—what are the metrics you should really be looking for?
Whether you use organic or paid search, or both, you need to measure your results just as you would with any business function. Too often, organic search marketers want the #1 search result for a keyword, but they aren’t measuring whether anyone clicks on that result to come to their site. Or paid search marketers keep raising their bids to hold onto that top spot with their ad, but do they know if they are selling anything?
If you’re not sure what you should be measuring for your search marketing program, come to the Emetrics Summit near Washington D.C. this month and attend my session on search marketing measurements. We’ll talk about how to identify the Web conversions on your site and track how many searchers actually convert. We’ll talk about how to raise your rankings, yes, but also how to boost your clickthroughs and conversions.
I hope to see you there.