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A Site For All to See Optimizing your website to improve visibility and increase traffic Implementation and Evaluation - Page 8 of 9 TestTesting your message and method of delivering your message will help you to identify what works and what is not working. You can test on a subset of the intended audience or you can test certain keywords/pages/ads on each search engine. Some campaigns cannot be tested. In these cases, rely on your research and your past experience and build on these. ImplementYou are almost ready to put your strategy into motion. Before you start the implementation process, you need to make sure all your tracking and monitoring mechanisms are in place and working. This can include tracking codes in your URLs, on your website, at your call center. Once everything is in place, to capture accurate data for review, you need to be sure to have your site analysis or ad campaign management tools set up to capture paths through the site, where your users are coming from, and how they arrived at your site. Once the tracking mechanisms are in place, you are ready to start implementation of your strategy. EvaluateEach of the tools that you have elected to use to help you drive and increase traffic to your site should have some benchmark or goal to evaluate against. You will need to evaluate these on a periodic basis and adjust your strategy accordingly. These may be big adjustments or small adjustments. The great thing about the Internet is that, due to its dynamic nature, you can make changes as often as needed to achieve your goals. It’s also important once the data is collected to have good evaluation tools that will let you compare apples to apples and will keep all your stats in one or two places. Adapt and ChangeImproving visibility and increasing qualified traffic to your website is a dynamic process - a continuous cycle of reviewing your website data, benchmarking it, developing strategies to target the most qualified audiences, implementing and testing those strategies, analyzing the results and then starting at the beginning again. Each time you go through the cycle you learn more about what works to target your audiences and who your most qualified and profitable audiences are. This allows you to make more intelligent decisions on website design and where to direct your marketing budget. Setting up this process can take time, but once in place you will see an immediate impact to bottom-line results as you turn your marketing dollars into qualified traffic and a measurable revenue stream. 
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