No company should have a senior management or board discussion concerning the success, or lack thereof, of their current marketing programs without presenting data on the following:
- The top five site referral words/phrases from Google searches (and how that compares to the previous period).
- Where your company appears in Google results for keywords of your choice and how that is trending. Raw numbers of Google hits don’t matter — no-one goes past the top half of the first Google results page.
- A list of the companies that have bought the main AdWords describing your business. For example, if you’re in sales force automation, list everyone who has Google text ads on the search page, and how that list has changed since the last time you did the search.
Yes, these are far from the only things you need to know, but it is remarkable to me how many people still don’t get how important it is to know where you live in the Google traffic flow. If you don’t know, and you persist in not knowing, you’re mismanaging marketing.