Effective SEO needs to be an ongoing process. Monitoring, maintaining, and
optimising your campaign will help to ensure that you get the best rankings
and that you retain and improve the levels of traffic you enjoy. In order to
do this effectively, it’s vital that you have good analytics in place from
the outset.

Search Engine Traffic Analysis

An analytic package will monitor the visitors to your website. It will track
information such as landing pages, referrer, the most popular pages, and even
those pages where visitors most often enter and exit your site. By compiling
this data into a legible and understandable format you can improve on any existing
marketing.

Search Engine Visitor Statistics

One of the most important features of an SEO analytic package is that it will
track visitors that have come through the search engine result pages. This
will tell you which search engines are diverting traffic to your site and the
keywords those visitors used when searching. It will also let you know in which
countries your pages are performing particularly well or particularly poorly.

Keyword Performance Evaluation

Tracking keywords helps in a number of ways. Primarily it will indicate how
well your keyword research is standing up to practical scrutiny. Are the keywords
you expected to perform generating good levels of traffic? Are some keywords
generating less traffic now than when you first started your SEO campaign?
You can also view the long tail search terms, those terms that rarely come
up in keyword research and individually generate little in the way of traffic,
but combine to provide a good proportion of targeted traffic.

SEO Performance Monitoring

Monitoring SEO performance enables you to improve on your results, and as
far as possible prevent any major drops in traffic. Keywords rise and fall
in popularity, and some keywords perform better in some countries than others.
By monitoring your search engine results, specifically by considering your
traffic, you can maintain an effective SEO campaign.