The most fundamental objective of any SEO project should be to drive the bottom line. For a business, this means delivering more revenue with favorable ROI. As a precursor to determining the level of ROI impact, the SEO pro must focus on increasing the volume of relevant traffic to the site. This is a more important objective than anything related to rankings or number of links obtained. More relevant traffic should mean more revenue for the business (or more conversions, for those whose websites are not specifically selling something). Today’s web analytic tools make the gathering of such data incredibly easy. Google Analytic offers a robust set of tools sufficient for many smaller to medium sites, while larger sites will probably need to use the paid version of Google Analytics (Google Analytics Premium, http://www.google.com/analytics/premium/) in lieu of or in conjunction with other paid solutions such as Omniture.com (http://www.omniture.com), IBM Experience One (http://www01.ibm.com/software/marketing-solutions/experienceone/), or Webtrends.com (http://webtrends.com). The number of data points you can examine in analytics is nearly endless. It is fair to say that there is too much data, and one of the key things that an SEO expert needs to learn is what data is worth looking at and what data is not. Generally speaking, the creation of custom Dashboards in Google Analytics can greatly reduce the steps needed to see top level data points for SEO;
Leveraging Business Assets for SEO :
Chances are your company/organization has numerous digital media assets beyond the website that can be put to good use to improve the quality and quantity of traffic you receive through search engine optimization efforts.
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