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SEO Tip: Track Then Optimize
At this point, most of you are probably familiar with the concept of Search Engine Optimization (SEO). SEO is the process of adjusting your website's code, site structure, on-site content and off-page factors to make it easier for search engines like Google, Yahoo and Bing to find, read, index and rank your site. But before you edit a single line of code, change a page heading or ask a relevant website to link back to yours, make sure you have proper website tracking in place and gather some baseline data. Data plus gut intuition beats gut intuition every time.
What type of data do you need to collect? It depends on your goals, but at a minimum you should gather baselines for the following key metrics:
Visits from non-branded organic search Web leads from non-branded organic search Phone leads from organic search Your website's visit-to-lead conversion rate Top landing pages These are the metrics your SEO work is going to improve. Rankings don't matter nearly as much as many SEO consultants would have you believe. Google and the other search engines began personalizing their search results over a year ago. The organic search results you see for any keyword query are ... more

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