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Welcome to this issue of e*Vision! by Tom Hua<br />
(Volume VIII - Issue 2008-02-05)<br />
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The e*Vision ezine is specifically focused on the online <br />
marketing of information products. I hope you find the <br />
information presented in The e*Vision ezine valuable, <br />
and that it helps bring you online success.<br />
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Read ALL Past Issues at == <a href="http://ustoday.net/evision/" target="_blank">http://ustoday.net/evision/</a><br />
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            >>>> >>>> Featured Article <<<< <<<<      <br />
    Analytics - The Missing Piece - by Jennifer Horowitz <br />
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<br />
The ultimate goal of Search Engine Optimization (SEO) is to <br />
drive traffic to your site. Many people don't know why, but <br />
they aren't achieving this goal. <br />
<br />
The key is staying current and evolving with the times. <br />
<br />
Way back in the good old days, SEO was a lot easier and we <br />
saw results quickly. What do I mean "we saw results"? We <br />
ran a ranking report and we were able to see what words <br />
held what positions in the various engines. And admit it <br />
now, when you received your ranking reports, you promptly <br />
pulled up Google or Yahoo and did a search, waiting with <br />
baited breath to see your results right there in the top 20. <br />
Ahhh, the good old days. <br />
<br />
Now, you get a ranking report and you don't see all those <br />
wonderful rankings you have seen in the past. Competition <br />
is fierce and even though your site deserves to be on top, <br />
it may take a while to work its way up there. So, what do <br />
you do? You call your SEO Firm, you complain, you work on <br />
a strategy to get the results you want. <br />
<br />
The missing piece here is called Analytics. A well optimized <br />
site will bring traffic from many engines, for various <br />
keywords that are related to your site. Those keywords may <br />
not be on your "approved keyword list" - however they are <br />
words people are looking for and they are driving traffic <br />
to your site. Many people don't give credit to their SEO <br />
company for these words - however they are mistaken. The <br />
fact that your site was properly optimized and content was <br />
added is what made the site get noticed by the engines, so <br />
the optimization is directly responsible for these "bonus" <br />
keywords that are driving traffic to your site. <br />
<br />
Because most people don't understand this, and they don't <br />
give credit to their SEO Firm, many SEO Firms don't bother <br />
looking at or sharing Analytics information with their <br />
clients. They simply care about rankings for the keyword list. <br />
<br />
At EcomBuffet we understand the value of Analytics information <br />
and as a result have added these "bonus" keywords to our <br />
ranking reports to show our clients how they are being found. <br />
<br />
"Yeah, you point out how great you are and the "bonus" keywords <br />
- but how does that really help us - the client" is something <br />
we heard when we started sharing this information. <br />
<br />
It's true, it is a feather in our cap - it makes us feel <br />
good that we have created more exposure for our clients – <br />
but it's more than that. The information we share tells <br />
them what words people are using to find them - it gives <br />
them insight into how their prospective clients think and <br />
search. That information can then be used to improve and <br />
really target your marketing efforts. <br />
<br />
In addition to the value of the "bonus" keywords - the other <br />
thing we do is look at the other information in your web stats. <br />
We can figure out what pages people are spending time on, <br />
what pages people are leaving quickly, we can see what <br />
interest's people and what drives people away. <br />
<br />
Having someone prepare that information for you and deliver <br />
it to you in any easy to comprehend manner is invaluable. <br />
<br />
That information becomes your blueprint for web site <br />
improvement which means increased conversions, which means <br />
more sales, which means more money, which means you are <br />
one happy camper! <br />
<br />
Imagine, rather than guessing at what to tweak on your site <br />
to improve results you can take our analysis and suggested <br />
changes and use that as a guide to improving your traffic <br />
and conversions. Then you monitor the response to your <br />
tweaks to ensure your traffic and conversions are growing <br />
because the competition isn't sitting idle and what worked <br />
yesterday doesn't necessarily work tomorrow. <br />
<br />
Web stats or Analytics isn't new - it's been around forever. <br />
However most people don't know how to interpret their stats, <br />
they often don't have time to gather the data and SEO Firms <br />
typically do not tie this information into a SEO campaign. <br />
<br />
Our focus is on results. We can deliver the traffic and use <br />
Analytics; to get that traffic to take the action you want <br />
- whether it is more sales, more people opting in to your <br />
site, or calling you. Whatever "results" means to you - we <br />
can deliver them. <br />
<br />
Case Study: One of our sites has: <br />
<br />
* Top rankings for the phrases "phoenix homes" (generic <br />
phrase) and "historical homes in phoenix" (specific phrase) <br />
Analytics tells us: <br />
<br />
* "phoenix homes" brings traffic but has only a 0.82% <br />
conversion rate. <br />
<br />
* "historical homes in phoenix" brings less traffic but <br />
has a 6.67% conversion rate. <br />
<br />
The Lesson Learned: <br />
<br />
* Add up the traffic from all your "minor" specific <br />
phrases -- all with high conversions and compare it to <br />
the major traffic and low conversions from your generic <br />
phrases - you can learn where to focus your attention – <br />
on the phrases that convert! (Note: We wouldn't even know <br />
about the specific phrase without Analytics) <br />
<br />
* We can add content for the phrase that converts higher, <br />
and drive more traffic from that phrase. We can also use <br />
that information to guide us in creating marketing material. <br />
<br />
=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-= <br />
Jennifer Horowitz is the Director of Marketing and co-<br />
owner of <a href="http://www.EcomBuffet.com" target="_blank">http://www.EcomBuffet.com</a> . Since 1998, her <br />
expertise in online marketing and Search Engine <br />
Optimization (SEO) has helped clients increase revenue <br />
and achieve their business goals. Jennifer has written a <br />
downloadable book on Search Engine Optimization and has <br />
been published in many SEO and marketing publications. <br />
Jennifer can be reached at <a href="mailto:Jennifer@ecombuffet.com">Jennifer@ecombuffet.com</a> <br />
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=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-= <br />
Whether you need a website builder, or have friends who <br />
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*GIVING AWAY* this software worth $197 everyday! <br />
=> <a href="http://tinyurl.com/3372qc" target="_blank">http://tinyurl.com/3372qc</a><br />
And for a limited time only... <br />
You'll also receive *free* a brand new unreleased ebook <br />
worth $19.97 with your website builder! <br />
=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-= <br />
 <br />
  <br />
=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=<br />
The e*Vision eZine is published by Tom Hua <br />
Copyright (c) 2001 - 2008, all rights reserved. <br />
No portion of this publication may be reproduced <br />
or transmitted without the express written consent <br />
of the publisher or contributing editors and or writers. <br />
<br />
DISCLAIMER: We disclaim any liability for the use of <br />
Any contributed information contained herein.<br />
<br />
I hope you've enjoyed this issue of the e*Vision ezine. <br />
Please let me know if you have any questions, suggestions <br />
or requests.<br />
<br />
All the Best, until next time!<br />
<br />
Tom Hua<br />
=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=<br />
Read ALL Past Issues at ==> <a href="http://ustoday.net/evision/" target="_blank">http://ustoday.net/evision/</a><br />
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