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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.
While search engine traffic is the ultimate goal of your SEO campaign, everything you do to increase that especially writing link-worthy content and getting the word out about it to your target audience, can and should also be measured via your web analytics. Let's look at how to do that in our Google Analytics. Here we are at our Google Analytics Dashboard. We want to click to the Traffic Sources area. We want to be looking at referring sites to see which sites that have links to us are bringing traffic and then we'll be looking at the Campaigns to see how our social media campaigns are doing.
So let's click Referring Sites first. If you don't have a lot of traffic or links, you may want to choose a longer time period than just one month. Since this is the case with the My Kindle's Review site we're looking at the 3 months of data. It looks like twitter.com is our biggest referrer. This would show up when someone is using twitter.com and clicks on a link that points to our site. What doesn't show up here are all those people on Twitter who're using different applications with Twitter rather than their web site. But don't worry. We'll be able to see those links via our campaigns.
If we click on the twitter.com link in our analytics, we now see which pages on Twitter are links we are on. Most of ours were from the Twitter homepage, which is the page most users would be on when using Twitter. Let's go back to the rest of the referrers. There're some visits from highrankings.com, which is my company's SEO website. I had mentioned the Kindle site a few times where it made sense in order to build up a few links to it. Don't be afraid to do this with your sites if you own more than one. And you can see we're really lacking in links here, at least that bring any traffic.
Since those are the ones that we really want, I need to find some time to start implementing some of the linking ideas that we had. It's going to be very important to do if I don't want this site to languish, because without these links we won't get much referring traffic and we'll also lose favor in Google for our keyword phrases. Now let's see if our social media presence is any better. Let's click on Campaigns. Now this is where you're having added a tracking links to any URL you are promoting in your social media efforts such as Twitter or Facebook will pay off.
The Campaign area of Google Analytics is where you'll find the associated data. We only have social media campaigns in here, because we're not doing any paid advertising like Google AdWords. If we were, this would show up here as well. Here as we're being consistent in our tracking links pays off. As you can see I must have created some campaigns using a capital S for social media rather than all lower case. So my analytics has counted them as separate campaigns. Ideally, you want to be consistent and always use lowercase.
We can cross-reference the source or medium here too if we want by clicking on this other box. We'll click on Source. Our only source right now was Twitter, but if we had done any other social media outreach we'd see other sources here. If we change Source to Medium, we can see which pages we were promoting. So we've got some visits to the Fanny Hill review, some to the Kindle case page and some to the Giving Chase review. These numbers are very small as you can see which all comes down to the fact that I haven't really been as active as I should be in social media for this site and also that most of the campaign tweets we're made through my personal Twitter account which is geared more towards SEO info than Kindle stuff.
Let's take a quick look at what the campaign traffic looks like for a well-established site that's up and running with their social media marketing. My company's web site, High Rankings. We'll switch profiles here to High Rankings, then click Traffic Sources, then Campaigns. Now this site tells a different story. These hra campaigns are our High Rankings advisor newsletter campaigns where I set up each newsletter, which is numbered like hra273, hra272.
Then any links within the newsletter are also given analytics tracking codes so they show up here. Here you can see a campaign labeled as socialmedia. That's where I have all of our social media links. Let's click on that one. Here we see a quick dashboard of the activity in the social media campaign, which will go up and down depending on when you implement your campaigns. Let's click the dropdown box to see the Source. Basically, the source is all Twitter as that's the main form of social media we use.
That one that says twitter-goog was probably me mislabeling a tracking link somewhere, which again shows you the importance of being consistent. Then we can also click on Medium, which is where I typically put the name of the article or piece of content I'm promoting. What we're seeing here is all the people that clicked on links to articles which I tweeted. We can also see the conversions of our social media campaigns just like we can measure our search engine visitors's conversions. A word of warning here before I click, social media visitors are typically very poor converters.
They come to read an article and then they leave. That is to be expected. It doesn't mean your social media marketing isn't working, because remember the goal of that is creating awareness about what you do and offer. So the more times people keep coming back to read another great article you mentioned on Twitter, the more chance they will eventually take more action on your website. With that said let's click the Goal tab and see what sort of conversions High Rankings gets from social media. On this site I've a number of conversions, our Request Info Thank You page, our Forum Registration Completed page, our Newsletter Subscribe page, Submit a Question form page and also the Request Info Page itself to see how many check it out.
So the main conversion here is newsletter sign-ups with 5.68% conversion. I would expect Twitter people to be likely to sign up for my newsletter rather than request info on services. A lot of my Twitter followers are already newsletter subscribers, so that's something to keep in mind also. The thing to note on this however is that at High Rankings we've learned over time that our best long-term prospects for services are subscribers of the newsletter. So driving people to subscribe is very important in the long run.
As you can see, tracking our social media and referring traffic can be helpful to measuring success beyond just the search engines. Ideally, once your social media marketing and link building efforts take shape and you focus on them every day, your referring and campaign traffic will reach levels equal to search engine and direct traffic.
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