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At this stage, we examine the effectiveness of the keywords we chose, and of the way we used them, by using statistics that are gathered over time, by the site. For example, the number of users that arrived at each page via the search engines, the conversion rate (the relationship between the number of people who purchased something from the site, or were happy with it, vis-à-vis the number of people who reached the site), the profit gained due to searching with different keywords, and the position of the site and its pages in the search engine results of each keyword.
At this stage we also use Web Analytics tools. These tools use information from the website's log files, that are created and updated by the server on which the site is hosted, whenever a visit to the site is made, and/or to a special tag that has been created on each page specifically to log such information, in order to analyze it and use it to draw conclusions about the effectiveness of the optimization.
Possible outcomes from the analysis might show that: it is necessary to go back and redo the whole keyword research (from stage 1), or the need to make additional changes in the site for keywords that have already been identified (from stage 4).
Translated by Debi Zylbermann
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