SEO video

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How Do You Measure Success with SEO? - with Alan K'necht (9:19) Dr. Ralph F. Wilson Web Marketing Today - Apr 7, 2009

In this video interview, SEO expert Alan K'necht explains that search results aren't the same around the world due to localization and results based on an individual user's behavior. Therefore, success can't be determined by rankings, but by search term conversion performance on an individual website.

Google Analytics allows you to set up to four conversion goals. You identify the final page in a conversion process and assign an amount of money that the conversion is worth to you. With both traffic and conversion data, you can now determine which search terms or keywords actually drive buyers vs. those that only drive 'tire-kickers.'

Value of a conversion goal can be determined by the value of the first order times the 'close rate' or 'conversion rate.' Even a newsletter subscriber can be assigned a value based perhaps on advertising value over a period of a year. Then use Google Analytics to sort search engine keyword traffic sources by the dollar value of each word and optimize for the search terms that are making you money.

This interview was conducted at the PubCon Conference in Las Vegas, NV in November 2008.

Alan K'necht is the founder of K'nechtology, Inc. (www.knechtology.com), a boutique search engine optimization, paid search, and web analytics firm based in Toronto, Canada, serving multi-nationals and medium size businesses around the world.