We all want to drive traffic to our Web sites, and search engine ranking and indexing has become an important part of our marketing efforts. SEO (Search Engine Optimization) and SEM (Search Engine Marketing) are hot topics, with keywords, meta tags, description lines part of our daily marketing vocabulary. We also want to track traffic, and many of us are use site analytics tools to determine where the Internet traffic goes to and where it comes from.
In making your site friendlier to organic (not paid) search results, don’t forget to improve the structure of the site URLs. We think carefully about the primary site URL and pay to procure domain names for our sites. But the URLs within the site are important too – each page has a unique one, and Google offers opportunities for you to better organize your site and make it easier for Internet ‘robots’ and ‘spiders’ to crawl the pages. In particular, Google has a great tool to help you manage promotional campaigns through Google Analytics URL Builder. You have to be a current user of Google Analytics to use the tool.
The free URL builder uses a simple online form to help you create and track URLs for the landing pages of your latest marketing campaign. Just enter in the primary URL (domain name) of your site and follow the easy steps on the form. Be clear and specific on each descriptive title you add to the builder – Google uses these titles to help you identify the traffic once the campaign is launched.
When you’ve completed each field, just click on the “Generate URL” button and the tool will create a tracking URL that you will use as the page link for the banner ads specific to this campaign.
To measure the traffic results of your campaign, log into Google Analytics and click on “Traffic Sources,” followed by “Campaigns.” Google then displays your traffic by each marketing campaign.
As with most things Google, we love that it’s free, simple and highly effective!