Have you been measuring all the wrong things when it comes to your SEO (search engine optimization?)
Stephan Spencer has a great article over at MarketingProfs called The Latest SEO Trends and Metrics: What’s Hot, What’s Not.
He talks about metrics like "Brand-to-Non-Brand Ratio" and "Keyword Yield" that may prove to be more indicative of the health of your search engine marketing plan than PageRank or other "tried and true" metrics.
One thing I’d like to see in a follow up article is some tips and ideas on how to improve a Web site’s standings in these metrics; I mean, if my Visitors per Keyword is low, what–if anything–should I do? If the old metrics are out-of-style, does that mean that our tactics need to be thrown out as well?
