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Keyword Tracking
By Halstatt Pires, Sat Dec 10th

Keyword tracking allows a site owner to know what keywordsearches are resulting in sales. Search term information can belogged into a database and presented to web site owners in ameaningful format. This data can be used to see which keywordsare producing the most sales per search and to determine whereto focus web marketing.

What Search Engine or Web Site

Knowing what search engine a sale has originated from allowssite owners and marketers to know where their efforts are payingoff the most. Good tracking and analysis software will also showwhat web site referred visitors. Knowing what sites are sendingthe most visitors allows site owners to give special attentionto ensuring this traffic continues and increases. Knowing whatreferrers are generating the most sales further allows a siteowner to hone his or her marketing efforts toward site referralsthat result in the most sales.

What Keyword Was Searched For

Knowing what keyword searches are resulting in sales on a siteallows the owner to focus more on those words. Perhaps you aremarketing your site for two main keywords, "air hook widgets"and "air hooks." Using keyword tracking that traces keywordsdown to the sale ensures that you will know if searches for "airhook widgets" convert into sales more often than visitsresulting from searches for "air hooks."

Sales Conversion Ratio of Keywords and Return on Investment

Tracking keyword searches through to sales allows site owners todetermine the return on investment. If a web master spends$100.00 on

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the pay-per-click keyword "air hook widgets" andsells $1000 worth of product, his or her return on investment islikely very good. If the same web site owner spends $100.00 onthe keyword "air hooks" and sells $200 worth of product, it islikely that the return on investment was not as great. Ofcourse, if the markup or profit on one product is greater thanon another, this must be taken into account.

Cost of Keyword

If a web marketer is using pay-per-click engines, knowingexactly what has been spent on a keyword, and what the returnwas, allows money to be put where it will do the most. Keywordsearches, unlike many advertising mediums, are targeted by theviewer. For this reason, in addition to the accurate return oninvestment feedback, keyword marketing can be very worth thecost.

Added Benefit of Branding

Marketing your site by keyword in pay-per-click engines meansthat you will only be charged if a person clicks through your adto your site. Pay-per-click ads and organic search listings havethe often overlooked added value of showing the ad or listingmany times over in addition to the clicks the ad or listingreceives. Only a small percentage of people are likely to clickon a keyword ad or search result listing, yet your ad or listingwill be visible time and time again to people searching forterms you have bid on or marketed, increasing your sitebranding. Nonetheless, care should be taken to generate acompelling key word ad or page description, since in most casesyou will want to receive as many clicks as possible.

Conclusion

In conclusion, if you are spending money on search enginemarketing, it is often well worth the effort to track yourkeywords through to sales. Without tracking your keywords, youwill not know where your efforts are paying off. By trackingyour keywords, you are able to put your efforts where they arepaying off the most.

About the author:Halstatt Pires is an Internet marketing consultant withhttp://www.marketingtitan.com - an Internet marketing firm inSan Diego offering automated web site systems throughhttp://www.businesscreatorpro.com.