According to a recent SEMPO Search Engine Marketing Report, 90% of businesses currently use some form of paid organic search engine optimization to increase the profitability of their Website. While this number has remained constant over the last three years, 52% of those businesses plan to spend more on SEO marketing in 2010 than in 2009. In other words, SEO works; and when done properly, it continues to work.
However, while the total company numbers have remained the same, the environment in which their SEO is being done has changed – and will change again before the end of the year. Such is the nature of the Internet, and such is the reason that every business would do well to create and monitor a timeline of SEO activities.
This starts with simply keeping a linear recording of when SEO changes were implemented for a company by a provider. As the market changes, it is important to know what was done to the strategy and when.
Using Website Analytics companies must also look at three other areas of interest over time:
- Keyword rankings
- Number of Indexed pages
Keyword rankings are always of high importance. While it is essential to track high-value keywords to the site, also plot lower-valued ones as well in order to determine if changes in ranking are search-engine or trend based. As well, a provider should periodically query a search engine in order to determine how many of their client’s Web pages are being indexed, and how quickly. Lastly, inbound and outbound site links need to be monitored to understand the flow of traffic.
A company would do well to select an SEO company that can not only design strategies for the “now”, but that also records and uses SEO data to predict and adapt to future trends.