How Search Analytics boost ROI by individually tracking paid for and organic visits to your website by taking the guesswork out of search engine marketing

Imagine saving 25% of your Pay Per Click (PPC) budget over four months, with no loss of visibility in overall search engine results and more importantly,actually increasing click throughs to your website. And what a bonus it would be if you could take that saving and re-allocate it to boost under performing areas of your online presence to gather even more genuine sale enquiries from prospects using search enquiries you hadn’t even thought of before.

Well that’s exactly what one Vertical Leap client specialising in overseas property sales has been able to do – with minimum effort – simply by acting on the data automatically tracked from paid for and organic visits to their website, using Vertical Leap’s Search Analytics. Search Analytics reveal how traffic arrives at a client website from search engines, by recording all the keywords and phrases typed into all search engines that actually find your site, as well as logging visitors from linked websites. Just as importantly the Analytics also show visitor behaviour on your website when they get there.
In other words, this new service takes the guesswork out of search engine marketing, as you can see the actual search queries your visitors are typing into the search engines in real time!

And because the Search Analytics separate visits from paid for and organic results you can see instantly which key words and from which search engines are generating the most - and the fewest - visits to your website.

We’re not talking about incomprehensible, geeky statistics either – you can see all this data being gathered and simply expressed in one place on your own password protected part of the Vertical Leap website.

If you’re a signed up Vertical Leap client of course….

For the first time Search Analytics show the actual search terms being used to find your website. Not just the ’benchmark’ terms used as part of your Vertical Leap campaign, but, also the many hundreds of ‘attracted’ keywords and phrases - and combinations of phrases that are used 24/7 to find your website.

The immediate advantage is that a Vertical Leap Campaign Delivery Manager will know if a campaign in truly on track as the initial choice of keywords is backed up with real data from real visitors. In other words Vertical Leap is able to take the guesswork out of search engine marketing.

And the potential this offers is awesome: at a glance you are able to judge levels of visibility in organic and paid for advertising and make adjustments as necessary.

For instance, the key to maximising return on investment from pay per click advertising is to be as targeted as possible. Precise search terms will deliver that ideal scenario of low costing search terms with proportionately high click through rates. As organic search results tend to deliver a higher volume of results than paid for advertising, as well as delivering click throughs in their own right, they also become your instant litmus test not only of the main search tems being used,
but also those valuable niche phrases which you can discover and effectively own.You can then adjust the PPC campaign accordingly to maintain visibility in the search engines with organic terms and claw back that precious PPC budget.

And when you consider that according to a survey by WebAdvantage.net 85% of the respondents claim to click on sponsored links in less than 40% of all their searches, the value of supporting organic listings makes even more sense.

Interestingly, the same number, 85%, claimed to ignore paid for listings altogether, choosing only to trust the “organic” (non-paid) search results. In other words high organic rankings add significant value and credibility to your online presence.

On a different note, the data gathered from organic and paid for advertising is a useful pointer for future web development specifically to capture a higher volume of motivated customers and secondly to channel them to appropriate actions on your site.

Firstly you may consider building landing pages to answer the popular but specific queries that are used to find your site. (You are able to review all these terms in your own monitoring suite). A landing page will also be rich in keywords to make it more search engine friendly and as it will answer those specific queries there is less chance of a visitor giving up and going elsewhere.

One of Vertical Leap’s travel clients has increased response by over 30% on key areas of business in this manner.

Part of the Search Analytics service means that certain pages can be designated ‘Action’ Pages. These ‘Action’ pages might be a request for contact or perhaps a download – you can specify as many as required. The Analytics will show which search terms from which search engines best triggers an “Action’ page, allowing you to judge effectiveness and react accordingly perhaps in tweaking the wording on the page, or how it is found. Search Analytics are a major breakthrough in search engine marketing. Even better there is no extra cost and they are simply part of Vertical Leap’s fully managed, comprehensive service at a fixed, all-inclusive price.