• Search Engine Watch, Friday, October 17, 2008 4 PM

Are you measuring SEO success correctly? Do your analytics report properly? For businesses based on seasons, you should compare a year-over-year lift in organic search traffic. That's the advice from Mark Jackson, who suggests you don't use ranking reports because they are flawed and search results, in many cases, can change by the hour.

If you measure SEO success against organic lift, make sure analytics are set up correctly. If you compare organic search traffic, year over year, have at least one year's worth of data, on the same platform. Jackson goes through several potential problems and solutions, such as making sure you don't perform a redirect on the landing page to where you send traffic. There are several ways to mess-up reporting SEO correctly, but Jackson offers just as many to do it right.

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