A common misconception around search engine optimization is that it’s an add-on or a secondary consideration to your online marketing efforts. But at the end of the day, SEO is just as important as any traditional marketing channel, be it print advertising or e-mail marketing, and should be treated as such. This means a rigorous dedication to reporting.
After all, you track the effectiveness of your print advertising campaigns; why not SEO? Which next begets the question: what’s the best way to measure your SEO initiatives?
There are many tools out there, but the easiest and most efficient option – as you may have guessed – is Google’s Webmaster Tools. For starters, according to recent data, Google continues to own close to 70 percent of the US search market; it simply makes good business sense to understand how Google views and ranks your site, blog, and content.
Google’s Webmaster Tools can help you and your Webmaster address a host of issues, from crawl errors, the “health” of pages, and of course, search- and keyword-related data.