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As search engine optimization professionals, site logs
provide a wellspring of data—and if interpreted correctly—key
insights into managing your web enterprise.
The stats from a site log form the foundation of any successful
SEO program. A thorough review of site stats helps benchmark
a starting point, and gives you solid criteria in evaluating
the ultimate success of your SEO efforts. (Just like the
losing weight ads, you get a definite “before”
and “after” SEO efforts have begun.)
Think of your site logs and site stats as a 24/7 marketing
research laboratory. You can see who’s visiting, how
they got there, how deep into your site they go, where they
leave and much more.
Now you think such data would be a treasure trove of web
intelligence?
Unfortunately, for many web site owners, web stats are viewed
infrequently or seen as a mere afterthought.
One reason is that most web hosting companies don’t
make it easy for you. The stats either aren’t presented
well or you’re overwhelmed with minutia.
Here are some key benefits from looking at your web stats
frequently:
- Spot traffic trends and patterns.
- Identify the most popular/unpopular areas of your site
architecture.
- Helps you calculate your conversion ratio. (How many
of your visitors your convert to customers.)
- Provides valuable insights that you can use for monitoring
new products or pages or techniques that you have tested.
How often should you review your site logs? A good rule
of thumb is a good 15-30 minutes weekly. Then spend a bit
more time looking at the whole month totals.
The 6 most important areas
to monitor with your site logs
- Unique visitors. This shows how many
one-time visitors have come to your sites.
- Page views. This shows how many pages
the visitor viewed.
- Referring URL’s. A must! This
shows how they came to your site (From a search
engine or from a linking partner)
- Keywords (/Phrases?) used to find your
site. Another must for SEO! This shows
the words visitors used to search for your
site. You may be surprised.
- Time spent on home page. If it’s
less than :30, you may want to revise it.
- Words most searched for on your web site.
(If you have an internal site search engine.)
This shows the top words visitors were searching
for.
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By the way, the number of hits is no gauge as to the number
of visitors to your site. A hit is registered every time
something loads on your web page. (Including images.) So
one visitor may visit a page but it looks like 15 hits to
your site logs.
Here’s another important distinction: sometimes
less traffic is better than more traffic.
The difference is this: the traffic is targeted. You want
prospects that are searching for and motivated by purchasing
your products and services. That’s why you don’t
want the bulk traffic that’s sold so cheaply. They
simply don’t represent the quality traffic you’re
looking for.
At Search Engine Patrol, the site logs for our clients provide
vital clues that help target and refine our ongoing SEO
efforts.
Even if you haven’t engaged in any SEO work, make a
habit of checking your site logs. It’s the best market
feedback you can get. Use it wisely!
Marc Harty is the owner of SearchEnginePatrol.com. His
firm has obtained hundreds of top 10 search engine rankings
for a diverse list of clients, including those in the financial,
legal, human resources, educational and manufacturing sectors.
Marc regularly leads Internet marketing seminars and is
an authority on guerilla-style e-marketing.
© Copyright 2003 SearchEnginePatrol.com.
All rights reserved.
You may forward this report in its entirety,
including all live web site and email links. (Without cutting.)
http://www.SearchEnginePatrol.com
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