In beginning, search engine marketers were only concerned about top 10 rankings. Do you remember those days? Then, as things progressed and we began to work "smarter," we began to take note of how those top 10's were actually converting to traffic and sales.
After all, in any marketing campaign, true bottom line should be your ROI, return on your investment. That's how you'll know if your marketing efforts are really working, or if you need to go back to drawing board and try something new.
Recently, I was introduced to a new ROI calculating service called KeywordTool. It covers both pay-per-click engines and regular engine results.
To write article, I interviewed Chris Genge of KeywordTool (http://www.keywordtool.net), and he took me on a tour of service itself.
Question: Please explain what KeywordTool is and what it really does.
Chris: "Deciding which keywords best suit each Web site and which ones specifically will generate sales/conversions is perhaps toughest job in SEO. Tools like Word Tracker are a great help in narrowing down keyword selection, but then what?
"In past, decisions were not based on facts but mostly speculation. This gave people no alternative but to promote or bid on larger keyword groups. We used a shotgun approach in hopes of increasing sales, with no way of telling which keywords were adding to our bottom line!
"A common saying in advertising is: `In any good campaign, 50% of all advertising dollars are wasted, but which 50%?' KeywordTool can answer this question for keyword promotion campaigns.
"KeywordTool's tracking service tracks conversion or sales performance of keywords on search and pay- per-click engines, showing which keyword phrases are actually converting into customers and from which search engines. It is not a visitor tracker; instead, it determines keyword performance.
"With this keyword referral/conversion rate information, one can then fine tune their keyword choices and streamline promotion and bidding expenses to increase efficiency, sales, and profits, or in other words...the bottom line.
"KeywordTool is an online service that gathers information about your Web site referrals and sales/conversions. Using your private user name and password, you can then access stats so you can review information and make informed decisions about how to continue your online promotion.
"KeywordTool is designed for use with SEO and Pay-Per- Click (PPC) campaigns. It's well suited for both."
Question: Is there a way that we can see a demo of how service really works?
Chris: "Go to http://www.keywordtool.net At top of page, you will see log in. Use username of "keywordtool" and password of "demo" to access demo.
"The first page is list of search engines that have sent referrals to specific Web site you wish to have monitored. Only search engines that have sent a referral will appear on listed sites. New search engines will appear as referrals are sent.
"The `Create details' or `Edit details' in first column is where you would click to configure your search engine settings. This is where you tell KeywordTool what your average cost per click is for each search engine you want to calculate. This can be filled out after some data has been gathered.
"The search engine column is list of only those search engines that have referred visitors to your Web site. You will notice that KeywordTool will also differentiate between regions for those search engines that are regionalized.
"The Column marked "Clicks" tells you total number of referrals sent by each SE.