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In SEO: Search Engine Optimization Getting Started, author Jill Whalen explains the importance of site rankings and why search engine optimization is necessary for increasing web site traffic. The course covers choosing the best keywords, performing keyword research, augmenting keywords with search-friendly site architecture, creating social media networking strategies, and measuring the success of an SEO campaign.
Since we are not going to use ranking reports to measure the success of our SEO efforts, we need something more appropriate. That something is web analytics, in this case, the free Google Analytics. It's easy to set up and cost nothing other than giving away our data to Google. This tool has really evolved since its early days and has become the web analytics tool of choice for nearly every website we see. It's also fairly easy to do a basic setup with it as long as you or your webmaster can add a snippet of code to every page of your website.
A web site conversion is simply a specific action that a visitor may take on your site. Web site conversions are very important metric in SEO, because they help you learn which keywords and social media campaigns that you are using are actually working for you. Almost all web sites were created with a specific goal in mind. Most of them have many different goals. So a conversion happens when a web site visitor completes a goal on your site. Let's take a look at some of the things you might to count as a conversion on your web site. Things like contact from submissions, newsletter sign-ups, or any particular page you want people to view, and of course the sale of a product.
Those are all considered conversions on your website. Every site should have at least one conversion point. If nothing else, nearly every site should have a page that the contact us form. If you don't and only have an e-mail address, I would suggest you go and change that immediately. If you are just using an e-mail address, you can never measure where those leads come from. After all, pretty much anyone who contacts you can be a lead for you as well. You want to also make sure that you are online contact form, once it's submitted, is such that the user is brought to a brand new URL on your website which would be considered the thank you page.
This page then becomes a goal URL that you can add into your Google Analytics as a goal conversion. You use the thank-you page because in most cases the only time a visitor would ever land on that page would be if they first filled out your contact form. Therefore, any visitor to that page of your site has converted from being just a site visitor to a potential lead for you. How it relates to SEO is that you will be able to see which keyword phrase the people came in who converted for you. So here is our contact form for our example site. Let's fill up the contact form because we want to see what the thank you page URL is. This page then becomes a goal URL you can add into your Google Analytics as a goal conversion. You use the thank you page because in most cases the only time a visitor would ever land on that page would be if they first filled out your contact form.
Let's fill out the contact form because we want to see what the thank you page URL is. This page then becomes a goal URL that you can add into your Google Analytics as a goal conversion. So there's our thank you URL. It's /thank-you up in the address bar of our browser. So let's go to Google Analytics and see how the goal URL gets added. On your overview page, you'll want to click the Edit link on the right. Here's where you can see your goals and add new goals.
Let's add our contact thank-you page as a goal. We'll click Add goal, which will allows us to view or change it. Here is where you put the goal information. We want to name your goal with something clearly describes what it is, in this case Contact Form Thank You. You'll want to click On for whether it's an active goal or else it won't show up. You can leave the goal position alone as the default should be correct. For Goal Type, in this case it's a URL Destination, which just means the goal is a page on your website.
We are not going to get into the other types as those are more advanced and out of the scope of what we want to do right now. For Match Type, you are usually safe to do a Head Match rather than an Exact Match or a Regular Expression Match. A Head Match means that the URL you put in, in our case /thank-you, you could also have different characters that your content management system or some other tracking program may append to it and it would still count as a conversion. If you did Exact Match, then you would have to be sure no extra parameters were ever automatically put in.
For our Kindle site, I don't believe any extra characters would be there, but to be on the safe side, we'll keep it at Head. The Regular Expression Match is for even more complicated URLs that could be created by your system. Be sure to test out your own contact form a few times to see what URL comes up. If it's the same one each time, you are safe with Head or Exact Match. Then you put in your goal URL, which in our case is /thank-you/. We are not case sensitive, so we don't need to check that box and we don't have a particular goal value.
You could however make one up here. If you knew from prior experience that every lead you get is worth of certain amount of money to you, because you are consistently able to convert x percentage of them into customers, then put that value there or just leave it blank. If we were adding a goal for the purchase of our product, we would know the exact value and put it in there. Now, we'll click Save Goal and that's it. Goals and conversions will be different for every web site depending on the type of site and what it offers. By creating specific conversion points , you can have a better idea of what's working on your web site and in your SEO campaigns and what's not.
The idea is to see what's not working and figure out why and also do more of what is working. Some things you do may never convert your visitors. This is especially true for social media campaigns. For those things, you want to decide if it's worth continuing with them at all. It's important to note, however, that even visitors that don't convert are still visiting your website and are still learning about you. That's always a good thing as it helps to build your brand.
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