The accuracy of measuring ROI from a well optimised website that is already attracting good amounts of traffic is something we should all keep in mind. Often concerns arise when a website is running a well established advertising campaign as to how an effective measure could be put in place without detracting from a sales message.
Traffic analysis needs to be conducted in a way that will show both search engine referrals and leads generated by your ad campaigns. The creation of a good landing page backed up with the right tools will achieve this with the added bonus of being able to calculate your conversions.
Effective Landing pages are almost the reverse of SEO techniques
- Make them separate from the other pages within your navigational structure
- Keep the Google spider out (robots.txt)
- Don’t let the visitor access the pages directly, effectively manage the publishing rights so that you can allocate URLS to each ad campaign
The creation of dedicated pages that are not linked elsewhere in your website will give you clear results. Get yourself some decent tracking tools. If you want keep ahead of the competition the combined use of landing pages and ethical SEO with positioning and tracking is definitely one of the most powerful and informative resources we have in marketing today.
Dan Horton SEO
