After you have taken all the required steps to evaluate, plan and execute your search engine marketing campain, it's important that you go back and check to see how efficient your methods are. This consists of analyzing the amount of clicks you've had, and then using traffic data to figure out which pages the user visited or didnt visit once they were on your site. Without this information, you may never know where your strong and/or weak points are and would never be able to make the proper adjustments to maximize the functionality of your website.

If you run an e-commerce site and got 1,000 clickthhroughs from your SEM efforts, you need to find out which items those people viewed, how long they were on each page, and which page they either left from or made a purchase. If you have a large number of people who made it to through your site but then left, you have to discover why they left. Maybe they just didn't want to purchase and that happens sometimes. But maybe there are a large number who hit the "check out" button and then left your site from the credit card form page prior to finalizing their purchase. This could be for a number of factors, and the traffic data is there to help you determine why. Since you know they went to the checkout page but then suddenly left, you should consider a number of things - maybe the credit card form is broke, maybe they weren't confident that it was a secure transaction, or maybe shipping rates were more then they expected. It's your job to pinpoint what could have caused this and then make corrections to improve the scenario.

Ideally, everything should work easily, flow smoothly and give the customer a sense of security and trust. The scenario depends on your individual business, but the general idea is the same. Analyze every bit of information that's available to you and make your assumptions from a customers point of view. Do you see any reason that you would decide not to purchase from yourself? Do you see areas that are in need of improvement or policies that need to be made clear prior to checkout so customers aren't suprised at the last minute with extra charges or fees? Use your common sense, make changes to improve the process and continue to do it over and over untill you see positive action. One of the most challengin parts of SEM is not getting the traffic to your site, but keeping it there and making the sale.

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