Google AdWords is introducing a new feature for advertisers to give more data right within the AdWords interface, even when it isn’t paid ads specific. This is part of their campaign to connect data between the Google AdWords, Google Analytics, and Webmaster Tools.
The new paid & organic report, which can help advertisers see their search footprints and enable them to determine if there are keyword areas that can be supplemented with paid advertising. It also allows you to view detailed reports to show for particular keywords, how much organic traffic as well as how it advertising traffic you are getting or have the potential to get.
Google suggesting several ways for advertisers confined to the inclusion of organic traffic information beneficial to their business. You can:
- Look for additional keywords where you might have impressions on natural search, but without any related ads.
- Use it to optimize your presence for your most important high-value keyword phrases, so you can see where you need to improve your presence.
- Use it to test website improvements and AdWords changes, as you can compare traffic across both AdWords and organic in the same interface, which enables you to adjust accordingly. Continue reading
Correctly measuring the success of an SEO campaign can vary greatly depending on the type of business you’re in and your objectives.
However, there are three key performance indicators (KPIs) that should always be considered when measuring an SEO campaign’s effectiveness:
Not only can the information gathered from these three KPIs enable you to accurately measure your campaign’s performance, they can also provide you with actionable data to improve your campaign over time.
Keyword rankings are the most common and obvious KPI, especially when studies show that websites listed on the first page of Google receive up to 92 percent of traffic share. Tracking keyword rankings over time gives you the ability to craft your SEO strategy around the keywords that require the most attention and provide the most benefit.
For example, let’s say you’re tracking 20 keywords, and all but five of these are on the first page of Google. You know that in order to get these five keywords on the first page, you will have to invest more optimization efforts into them.
On the other hand, you may discover that these keywords are simply too competitive, and based on your research, would not provide enough benefit to warrant the effort. It would be more beneficial to focus efforts on the other 15 keywords in order to get them into the top three positions, where they’ll really pay off. Without keyword ranking data, making informed strategic decisions such as this would be very difficult. Continue reading