I thought this topic would be relavant to our customers as well as others out there that work with a search marketing company or consultant. I recently spoke to one of our paid search and search engine optimization (SEO) customers today and discovered some interesting data. The orginal intent of the call was to followup on a new 800 number to better track the calls coming through. The customer went on to discuss what keywords are most effective for their paid search and SEO campaigins. This customer surveys all potential customers to find out what search engine they found them on, what keyword was specifically used to find them, and what state they’re calling from. With these 3 pieces of data we were able to make adjustments in real time to their paid search campaign. The SEO campaign does not have this flexibility but when it’s time to renew thier SEO campaign we can add some of these words to their campagin. So make sure to keep your search marketing company up to date on what’s working for you. The more information you can provide, the better the company or consultant will be able to fine tune the search marketing campaign. This could be done through a weekly phone call or a weekly email. If you’re not already tracking this information, start today. It’s your money so you might as well get the best value out of your marketing spend.
Here’s a list of some helpful things you can do yourself to get the most out of your search marketing campaign:
- Track site traffic through free Google Analytics
- Use free Google Webmaster Tools (You might need some help from a webmaster to get this initially setup)
- Track your data on a spread sheet (what search engines you were found on, what words, was it organic or a paid search ad?, etc.)
- Stay in touch with your search marketing company on a weekly basis
- Stay current with search marketing trends by reading blogs like ours and one or all of these: Search Engine Land, Search Engine Guide, or SEOMoz (I currently subscribe to these and 6 others through Google Reader which is a nice way to feed all of these sites into one reader.
- Request your paid search log-ins for Google, Yahoo, and MSN and log-in yourself to see what’s working and what words are being advertised. Some search marketing companies will not give this information out and provide generic reports. At emarketed we give access to your accounts if you request this information. You can login and run all types of reports to find out what’s working and what’s not.
Well that’s it for now. I will post more tips to this post in the future so stay tuned. Please also feel free to comment if you have some ideas that can help.
Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.