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Web Marketing All-in-One For Dummies, 2nd Edition by Elizabeth Marsten, Ian Lurie, Marty Dickinson, Michael Becker, John Arnold

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Chapter 8: Analyzing Your Results

In This Chapter

check.png Using your tracking worksheet

check.png Knowing what you should track

check.png Detecting plagiarism

Chapter 1 of this minibook discusses how to set up an SEO worksheet. In this chapter, you put it to good use so that you can keep track of how your campaign is performing over time.

SEO is a long-term process. Changes you make now may take months to actually impact your traffic, so you need your worksheet to provide a long-term look at what worked and what didn’t.

Using Your Tracking Worksheet

You should now have a worksheet that looks something like Figure 8-1. If you haven’t set up your worksheet yet, get going!

Figure 8-1: Basic SEO tracking worksheet.

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The tracking worksheet helps you do the following:

Boost morale: Search engine optimization is a long-term game. Progress may happen in months . . . or years. You can look back six months and see that you really have gotten a lot more traffic and conversions.

Match changes in search with changes in sales: If your offline or phone-driven sales jump 90 percent and your search traffic jumped 90 ...

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