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Evaluation Results

Search engine experts measure the success of their optimisation methods by tracking the amount of traffic to a website. By examining spikes and drops in visits, experts can determine what parts of a website need further work. Because every website is unique, Search Engine Marketers adopt slightly different methods to measure results. Despite this, there are some general principles of measuring which stay the same.

Types of Visits

A good Search Engine Marketer tracks where your traffic originates. Using this data, experts can identify trends, as well as any weaknesses in their strategy. The 3 main types of web traffic are described below.


When a person types keywords into a search engine and chooses your website from the results page.

When your URL is typed directly into the address bar or accessed via a bookmark.

Traffic arriving from links on other websites, emails or promotional links.

Search Engines

Although many search engines exist, only a few are used by the majority of people. These search engines are Google, Yahoo! and Bing. In Australia most people use Google and a high proportion of these people are young and technology minded. Finding the source of a website’s traffic helps Search Engine Marketers improve rankings across the major engines.

Understanding Drops

A website’s search engine ranking constantly changes. To understand the causes of drops in your ranking, you must identify where your traffic is coming from. If traffic stops completely from a particular search engine, your website has either been re-evaluated and its ranking reduced or penalised for breaching search engine etiquette.

Search Engine Specific Strategies

Knowing which optimisation methods a search engine favours helps search engine experts get results. An example is Google which prefers trustworthy linking over keyword optimisation. Understanding how to please a search engine helps experts focus their efforts effectively, giving their client a competitive edge in the ranking game.

Traffic from Keywords

It is important to know what people search for to find your website. By checking keywords regularly, experts can detect developments in keyword use and update your website for these terms. Identifying what people are searching for also helps experts to see if the keywords your website is targeting are really working for you.

Secondary Keywords

Looking beyond the keywords targeted by a website gives Search Engine Marketers insight into the value of their keyword selection. If people are consistently finding your website using different keywords to the ones targeted, it is necessary for experts to re-evaluate their keyword selection.

Tracking Conversions

Nothing matters more to businesses then conversions. That’s why it is essential to know which keywords produce conversions for your business and optimise your website for them. This method is made more effective by improving the landing page people typically enter your website on and making it easy for people to sign up or purchase your product.

Landing Pages

A landing page is the web page people arrive at when they visit your website. For example, if a searcher looking for information about timber floor prices types ‘Timber floor Pricing’ into a search engine, they will probably land on the pricing page of a timber flooring supplier. If a specific page on your website is not receiving traffic, it may need more effective search engine optimisation.

Changes in Ranking

The ranking of your website may fluctuate considerably over time. Do not worry if your search engine ranking peaks and drops as this is a natural part of search engine behaviour. If your website’s ranking varies, there is usually an explanation.

Natural Fluctuations

As websites add and lose links and optimisation strategies change, so do rankings. These changes can even by caused by mistakes made by search engine robots and it is important to wait a couple of days before taking action.

Dramatic Drops

If your ranking drops dramatically you may need to review your search engine optimisation strategy. You should also check to see whether your website has contravened search engine rules and been penalised.

Waiting for Results

Even after a website has been expertly optimised, rankings will take time to improve. This is especially true for new websites. Search engines must crawl, analyse and index a website’s content and this process takes time.

Ready to get started?

Then call Digital Monopoly today on 1300 224 806 to schedule a free consultation with our team and to learn more about how we can help your business generate more sales online.