Great article by Shari Thurow this morning in Search Engine Land. This is a classic example of the value to be found “walking a mile in your prospective customer’s shoes.” I have made this case many times when talking with our clients about the content writing approach and initial keyword discovery on their websites. As
Exactly which key phrases do searchers use to access your site? And in what frequency are those key phrases used? This information comes from referencing the log file data on your website’s server. Log files continuously record information about visits to and through your website. Recorded information includes the exact search term visitors to your site typed in before accessing your website.
Your website should receive traffic from a variety of sources. This is an overall indicator of the breadth of your marketing program. Sources include links from other websites, directories, and paid online marketing such as pay-per-click (PPC) or pay-for-inclusion advertising. Each of the methods has its own advantages over and above the fact that it provides valuable traffic.