Step 7: Tracking and tuning
SEO is not a one-off process, but an ongoing competitive struggle. You need to monitor your performance objectives, using reliable data, and feed this back into your campaign. This step shows you how.
Google Analytics. Discover how to sign up for and use this amazing set of free tools from Google: learn how to monitor your paid and organic search traffic and track goal conversion and campaign return on investment.
Google Webmaster Tools are the all-in-one interface for managing your crawl, monitoring your search rankings, and checking your backlinks. Google continues to enhance this now invaluable toolset.
Other useful tools contain a round-up from across the web of tools for tracking PageRank and Traffic Rank, plus how to interpret your own website statistics. The chapter also explains how to use a Google API key, if you have one available.
Tuning the campaign considers how to use the results of your Ongoing monitoring activity to refine your campaign further and Turn your site. It also looks at how to monitor what your competitors
Are up to and learn from them.
The rest of the book is essentially a walk-through of the seven-step approach, illustrated with a case study and punctuated with tools and resources. The longest sections, as you might expect, are those focused
An on-page and off-page SEO, where I cover in some depth the key techniques you will need to master.
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