How do you determine whether or not your online marketing campaign is working as far as your website and search engines are concerned? It’s one thing to set up a website to represent your business or organization but finding out whether it’s really capable of serving its purpose is another thing.

The more common methods of determining online visibility include checking your search engine placement for certain keywords, going through log files to find out what keywords people use to get to your pages, and going over your sales conversions and check if you’re getting a good return on your investment. A panel of search engine marketing experts have come up with new techniques that will also work for this purpose.

According to the panel, the concepts associated with content creation, distribution and consumption have already changed so now it’s more important for professional in the industry to change their views on this area if they are to keep up with the latest developments. Many factors, such as content aggregators and bloggers, are making it difficult to actually measure a site’s effectiveness.

To tackle this concern, the panel comes up with three concepts that SEO marketers will want to keep in mind:

Multiplicity. You want to use several different tools to accurately measure your website’s online popularity. There are tons of resources available for you: from Technorati to feed measurement and Web Analytics.

Unique Measures. It’s a good idea to tap into new and unique measures instead of staying with old tools that may not be as relevant as they once were before. Streamline your measures according to what is essential, which may not be provided by old tools.

You will also want to consider the potentials of social media. According to the panel, “Social media traffic is more directed than search traffic.” Users who visit blogs are more likely to have come from social networking and bookmarking websites so if you want more directed traffic and ensure that you are welcoming users who are looking for your services in particular, you want to work on tapping into social media.

Learn more about the developments in search engine marketing here at Blackwood Productions. We can help turn your website into a success by applying tried-and-tested tools to improve your online visibility.