Google Analytics has recently opened up a feature which allows you to track transactions at the revenue level on ecommerce websites. This feature has opened up a slew of opportunities for the savvy online marketer. With ecommerce tracking, your business can determine the precise top line impact of specific keywords and phrases through both natural search as well as paid search engine marketing. This allows marketers to carefully choose the phrases which have the greatest business impact, and to target these phrases through a combination of SEO and SEM efforts. One disadvantage to the ecommerce method remains, it requires that you already have enough business that you can effectively measure the statistical significance of particular phrases in terms of revenue generation, conversions, etc. This can present a problem for many small businesses. However, as the internet opens up, much of this data will become widely available to local businesses, who will be able to selectively target long tail key phrases that offer significant similarities to their high Return on Investment counterpoints. I’ll cover more on this topic in a later post. If you’ve got questions or comments, feel free to leave one below... Continue Reading

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