Relevancy

If you are running an aggressive search engine marketing program, I bet you are measuring your rankings, watching the horse race for top positions. But are you stopping there?

For me, the fun starts when we track leads from the engines. With a simple, free program like Google Analytics, we can observe some important metrics.

• How many visits do I receive for these keywords? Are people clicking on my listing?
• When they arrive at the website, do they stick around or bolt?
• If they do spend time on the site, are they spending enough time to engage with my content?
• Do they perform a desirable action? Do any leads from search request information, purchase something, etc.

The key is to dive deeper and look at the keywords from search engine referrals and how they react to your site.