E-MarketingStrategy: 4 Tips and Tools for Tracking Your Web-Marketing Effectiveness
Remember the old trope: You can’t improve what you can’t measure.
Chartbeat (Chartbeat.com) is a real-time traffic-tracking tool. Whereas Google Analytics will update your traffic information every 24 hours, Chartbeat updates every few seconds—letting you know in real-time who is on your website, what they're reading and how they found you.
This information is particularly important when running real-time social media campaigns. If you're running your contest, for example, you will need to see if the work you're doing on Twitter is working to drive traffic to your site—and if so, if you are driving them to the right places.
We've entered an age of intelligent search engines. In March 2011, Google updated its search engine software to factor social media metrics into its ranking system. This is what Google is calling the Panda Update.
Google still looks at your site to determine the quality of your information, and it still also looks at who is linking to your site from around the Web. But now Google is also looking at how many times your content is shared, tweeted, liked, blogged and so on. Google is also tracking how long people stay on your site after finding you in search, and how many pages they look at once they're there. Google can now actually (fairly closely) determine if people like your site or not—and not in the Facebook way. I mean actually enjoy it. This means that in order to perform well on search engines, you must provide quality content that people enjoy and share.
SEOmoz (SEOmoz.org) is a search engine monitoring tool designed to manage your Web-marketing efforts with an eye on climbing the search engine rankings. Its weekly scan of your site will create weekly reports that can help you determine where your site needs improvement—and where you need to strengthen your efforts with other important sites. It's an indispensable tool.