Optimizing Analyics with Visibility and Traffic Data

A couple weeks ago, we talked about optimizing analytics, which can include tying search engine visibility data with keyword-level traffic data, Conversion Optimization, and Referring Traffic Campaign Tagging. Today we will detail the first tactic, tying search engine visibility data with keyword-level traffic data. You should compile a list of target keyword phrases for your website and track your visibility on these terms within the three major search engines: Google, Yahoo!, and Bing. SEOmoz offers a free and basic rank-checking service while WebPosition offers a couple of products for purchase that provide detailed rankings reports. Conduct analysis on the gains and losses in visibility at the keyword-level and compare this data with keyword-level search referral data from your web analytics. Work with your search vendor to optimize your analytics with strong visibility and traffic reporting.