Back to the Future

Recently, I went to visit my family back home. It was a great trip and I enjoyed the time I spent with my family and the friends some of whom I had not seen for over 8 years. This trip had another advantage. It reminded me of where I started and how I got to the field of Internet Marketing.

The very first site I seriously worked on was an e-commerce site (with the tag line of the first online shopping mall in the region). The site belonged to a large trading company with a forward thinking leader. He had seen the importance of the Internet and launched the site. However, the site was not generating much traffic or sales.

I did an interview with people in charge. They had done some banner exchange and some off line advertising. However, they were not sure where they were getting the traffic from or what people were doing on the site. I requested to see the web logs to get a better picture. That was my fist step to the world of Web Analytics.

Surely, the technology has come a long way from the early days of log files and the Web Analytics applications now provide much more robust and user friendly reports. However, something has stayed intact and that is the need for informed decision making.

This is nothing but putting Total Quality Management (TQM) into action by turning the Deming Wheel, having the continuous improvement as the ultimate goal. This principle is true in customer service, production as well as marketing.

Search engine marketing and optimization are not exceptions to the rules. That is why for any SEM and SEO project, it is important to set the objective,

  • Plan in advance by defining the right KPIs,
  • Act to reach the objective,
  • Check the performance by measuring the KPIs, and
  • Do as needed to continuously improve.

Thanks to the efforts of WAA and UBC more and more search engine marketers and SEO/SEM tool developers are embracing the importance of Web Analytics. As a member of WAA, I would like to welcome the new passengers to the train I call Prosperity.


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Filed Under: Search Engine MarketingSearch Engine OptimizationSEMSEOWeb Analytics


About the Author

Nima Asrar Haghighi is an Internet Marketing consultant with expertise in SEM (PPC Advertising), Organic SEO, RSS, Social Media and Web Analytics (Google Analytics IQ Certified). Nima holds an MBA in marketing, B.Eng. in Electrical Engineering, Project Management Certification, and CIW (Certified Internet Webmaster) in E-commerce. You can reach Nima at +Google Plus or LinkedIn.

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