Using ClickTracks

Written by Philippa Gamse, CMC

Continued from page 1

However, if you are publishing content on external sites that link to you, visitors from these sites may be more valuable than those from search engines, since they already know about your products or services, maybe have read something that you've written, and are more ready to do business with you.

Comparing Short / Long Visits

Looking atrepparttar amount of time spent on your site can give clues as to how well it's meeting visitor expectations and engaging their interest.

Userepparttar 105920 ClickTracks "Create Labels" tool, and select "had a certain session length" combined with "at most 5 seconds" as your criteria to track people who left your site almost immediately. Then, create another label usingrepparttar 105921 same criteria, but select "at least 60 seconds" (or your preference) to identify allrepparttar 105922 visitors who spent some significant time on your site.

Now you can investigate:

Which are your best performing keywords and referrers:

* Which keywords and referring sites result in long visits?

* Which result in short visits?

If you have a lot of traffic from certain keywords, but these result in very short visit lengths, checkrepparttar 105923 landing pages for those searches (see Part 3 of this series for more on this topic). It may be thatrepparttar 105924 first page that visitors see is not meeting their expectations, and should be modified.

If you have keywords that are very successful in generating visitors who stay on your site, check that you've optimized them for as many search engines as possible.

Which pages dorepparttar 105925 people who stay on your site (long visits) see:

* Which pages engage your visitorsrepparttar 105926 most? (checkrepparttar 105927 time spent onrepparttar 105928 page fromrepparttar 105929 Navigation report). Then ensure that you have appropriate calls to action on these pages to drive your traffic torepparttar 105930 next step, so that visitors are not leaving from these points.

* Are these pages attracting enough traffic?

If you have pages which are clearly successful once you've got visitors to them, are there ways to increaserepparttar 105931 number of people who see them? Isrepparttar 105932 navigation to these pages sufficiently attractive from other parts of your site? Should they be better positioned?

For help in using ClickTracks to evaluate your "must-see" pages, see Part 3 of this series.

Part 3: Evaluating Critical Pages

Landing Pages

It's important to knowrepparttar 105933 exact pages of your site thatrepparttar 105934 various search engines link to for each of your major keywords and phrases. These are called "landing pages", and arerepparttar 105935 first pages that visitors see when they click on search results.

Landing pages are critical for initial impressions and credibility, especially for people who are not familiar with your business. It's also important to ensure that these pages fulfillrepparttar 105936 visitors' expectations based on their search terms.

Userepparttar 105937 ClickTracks "Create Labels" tool, and select "used a certain search engine query" combined withrepparttar 105938 keyword or phrase as your criteria to track people who came to your site with that search.

Now you can investigate:

What arerepparttar 105939 Top Entry Pages (i.e. "Landing Pages") for this search term:

* Isrepparttar 105940 search term included inrepparttar 105941 page content? Often, visitors will be looking for their keywords to confirm that they're inrepparttar 105942 right place. If your page doesn't seem relevant to them, they'll leave.

Combinerepparttar 105943 landing page information with Top Exit Pages or Short Visits for this term for clues as to whether your landing page is sufficiently engaging.

Doesrepparttar 105944 Landing Page drive visitors intorepparttar 105945 rest of your site:

* If you do have relevant content onrepparttar 105946 page, but visitors still leave, could there be other reasons for their lack of engagement?

Landing pages are also those that you link to in your e-mail marketing messages - and again, arerepparttar 105947 first thing thatrepparttar 105948 reader sees when they click through from one of your campaigns.

Often, site owners assume that every visitor sees their home page, which isrepparttar 105949 primary means of navigation. Your landing pages arerepparttar 105950 first that visitors will see, so they need to act as mini-home pages too.

Use this information about what visitors are seeking when they arrive at your site and what their expectations may be to direct them to other pages that will meet their needs.

Goal or "Must-See" Pages

The key pages on your site where people make decisions to buy a product, download a sample, subscribe to your newsletter, etc are known as "goal" or "must-see" pages. These arerepparttar 105951 places to which you drive your traffic to in order to achieve your site objectives.

Userepparttar 105952 ClickTracks "Create Labels" tool, and select "visited a certain page" combined with your goal page name as your criteria to track people who visited that page.

Now you can investigate:

Is this page hard to find?

* Do visitors take a long time to reach this page? (checkrepparttar 105953 average time torepparttar 105954 page fromrepparttar 105955 Navigation report)

* Are there other "must-see" pages that are critical onrepparttar 105956 path to this page? (checkrepparttar 105957 "Previous Page" information inrepparttar 105958 Navigation report)

These findings can give you ideas for improvingrepparttar 105959 navigation to, and positioning of your "Goal Page".

Does howrepparttar 105960 visitor found your site affectrepparttar 105961 success ofrepparttar 105962 "Goal Page"?

* Are there critical keyword searches or referring URL's that generate better traffic in reaching your goal?

Combine this information with your most effective keywords data to ensure that you're paying forrepparttar 105963 best return on investment in generating quality traffic.

(c) Philippa Gamse. All rights reserved.

Philippa Gamse, CyberSpeaker, is a Web strategy consultant and professional speaker. To shed more light on your own web traffic contact Philippa at (831) 465-0317 or at and visit her Web site at for more articles and resources.

Amsterdam firm of webwriters reveals how they got their PR-3 listing in Google

Written by Angelique van Engelen

Continued from page 1

6) We keep taking outrepparttar keywords:

website content, copywriting, ghostwriting, copywriter, ghostwriter, advertising copy

Result -> Page 3 allrepparttar 105919 web Alta Vista, Hotbot, Lycos and Yahoo

7) Omitting 'ghostwriter' isrepparttar 105920 death blow, inrepparttar 105921 end. This string of words delivers a no ranking in any ofrepparttar 105922 search engines' top three pages:

website content, copywriting, ghostwriting, copywriter

Result -> no pr.

8) Addingrepparttar 105923 ghostwriter again:

website content, copywriting, ghostwriting, ghostwriter

Result -> a page three listing on AltaVista.

9) But when we take outrepparttar 105924 ghostwriter and ghostwriting and leave in most of our keywords, we are still very much loved by hotbot and Lycos Pro,

clicks, writing, website content, copywriting, copywriter, advertising copy

Result -> Page 3 ranking Hotbot and Lycos.

10) Let's put them on a weightloss diet. Not a good idea:

website content, copywriting, copywriter, advertising copy

Result -> no pr

11) So what happens if we enterrepparttar 105925 two hottest keywords just by themselves? Ghostwriter and ghostwriting

Result->no pr.

We can't expect people looking for us to be typing in more than two, atrepparttar 105926 most three keywords. Adding one simple word torepparttar 105927 combination does not alter anything. Website, ghostwriting, ghostwriter yields zero results.

But exchanging website for website content lands us pages 3 again in HotBot and Lycos.

Content copywriter, ghostwriter, also zero returns. And Content writing, copywriting, ghost writing is also not giving us a PR.

So here we go, we now have some idea of where future web traffic and web clients are going to come from. Or at least so we think. Now what can we realistically expect from our wonderful page ranks? We are a copywriting business and ideally want to be seen byrepparttar 105928 advertising agencies that outsource writing to small freelance guys like us. So let´s hunt those down.

They arerepparttar 105929 competition. Let's analyse them some more. It turns out soon that we need to do better to maintainrepparttar 105930 levels of euphoria that are fillingrepparttar 105931 office torepparttar 105932 brim. Marketleap shows us people in advertising with as many links as we have and that are also grouped inrepparttar 105933 category advertising and marketing. Too bad, our nearest competitor is a site named, which does marketing research surveys and its link number is twice as high as ours. It's time to talk some more sense.

So we go back torepparttar 105934 keyword analysis tool at keywordtracker and this is where reality hits home and we begin to understandrepparttar 105935 bigger picture some more. Running each word throughrepparttar 105936 analyser (and actually completing a preliminary competitive analysis in stage 4 ofrepparttar 105937 tool, which is easily missed out on) we begin to be even more bepuzzled.

A total of 18 of our keywords are words that are slightly in demand, one is wrong and three were never requested duringrepparttar 105938 last 60 days (among which our name). Ofrepparttar 105939 keywords that were in demand,repparttar 105940 number of competing sites offering services onrepparttar 105941 basis ofrepparttar 105942 same words in MSN was so high that deviding demand by offer -an equasion that's widely used to determine how valuable a particular keyword actually is- yields very low numbers.

The Keyword Effectiveness Index can be calculated this way for every word that's tracked and here's a quick overview of our keywords' effectiveness inrepparttar 105943 MSN search engine. A keyword term like ´editing services´, attracted queries from 35 people overrepparttar 105944 last 60 days. That in itself is quite low, we think, but aside from this fact, companies that are listed under these keywords, our competition, amount to 35,124. The two numbers yield a KEI ratio of 0.206% for 'editing services, which indicates it is a search term not highly rated.

KEI ratios of below 10% are deemed not interesting competitionwise and are certainly not advisable to purchase, sayrepparttar 105945 advertising gurus. Anything over 10% is beginning to be interesting and when you are beginning to nearrepparttar 105946 top percentile, 400, you´re likely generating massive traffic numbers.

Not any ofrepparttar 105947 KEI ratios were above 3.5%. Lucky for us that we are inrepparttar 105948 top rankings even thoughrepparttar 105949 above gobbledegook is not really shedding any light onrepparttar 105950 matter so far. What's more worrying, is that we still have got to seerepparttar 105951 traffic coming. Seven guests yesterday, and that´s pretty standard sincerepparttar 105952 site´s inception (....why lie?)

And not being able to incorporaterepparttar 105953 effectrepparttar 105954 high rankings are likely to have onrepparttar 105955 KEI in any measure accurately, we somewhat remain inrepparttar 105956 dark about just exactly how popular we will be, DESPITE OUR HIGH RANKING. Withrepparttar 105957 demand forrepparttar 105958 individual keywords onrepparttar 105959 low side and competition overly present, our traffic numbers are most likely not going to be blowingrepparttar 105960 pan out any time soon.

Quick daily scans ofrepparttar 105961 number of visitors with devices like have confirmed this assumption so far. Even if of allrepparttar 105962 5,000 or so queries people type in using our combined keywords over two month periods, contentclix managed to attract doublerepparttar 105963 KEI ratio, this would still only mean traffic streams to our site of atrepparttar 105964 most 30 visitors atrepparttar 105965 most in a time span of 2 months.

Perhaps we´re bad losers, but we are starting to haterepparttar 105966 boyz at wordtracker!

Most search engines that offer keyword buying run similar services although it's not really 100% clear ifrepparttar 105967 keywords included concern queries for find free services or paid for listings.

We have yet to see what difference it makes for us to have a PR and we'd be more than happy to update you on our progress!

Forrepparttar 105968 time being, all we can attributerepparttar 105969 rankings to is our outstanding work. There is no other explanation, folks. Line uprepparttar 105970 work!

Angelique van Engelen runs, an Amsterdam based freelance copywriting agency. She has lived and worked in the Middle East and London for over six years before returning to her home country, the Netherlands. She specialises in writing sales copy, feature articles and research reports.

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