Google will look at the traffic that a document gets and changes to that traffic over time. It will also consider seasonal, daily or other timely changes to see if a document receives more traffic at these times and is therefore more relevant at these times. Any significant drop in traffic may indicate that a document is stale. Google may also consider ‘advertising traffic’ separately.
Is your primary goal in a search engine promotion campaign to increase overall traffic or to increase sales? The determination of your success will depend on your goals.
You will need to have the following statistics or metrics available to analyze your success:
- How many unique visitors you get each week
- The specific search engines that are sending you traffic
- How many hits each search engine is sending you
- The keywords people use to find your site
- What your ranks are for certain keyword phrases
- Sales per week
You will also need to be able to integrate your site statistics with your sales/week. You can use Microsoft Excel for this purpose. You can transfer some of the information from Advanced Logger into an Excel file that also contains your average sales/day over a week.
This will give you some revealing statistics about the relationships between search engines, visitors, and sales. Over a period of time, you will be able to see the emerging relationships between keywords, search engines and sales. Analyzing these relationships will show you where you need to improve your site.