by Carlie Lawson

Created on: March 08, 2009   Last Updated: March 27, 2009

People trust organic search results, also known as pure or natural results, more than paid results. Search engines generate organic search results based on content, keyword relevance, and by crawling pages, and because of that, it generates greater click-throughs. Best of all, unlike paid placement, organic search results are free.

Although searchers enjoy organic search results, businesses may cringe at the thought of tracking organic keyword conversion, but really, it's just as simple as tracking paid results. The four most common ways to track organic conversions are: analytic programs, scripts, cookies, and/or tracking pixels. The latter three choices allow for direct integration into a database for later analysis, while data from analytic programs may require tweaking to integrate into a database.

Programs

Programs, whether software or software as a services, provide a popular, often free, method of tracking organic conversions. Many programs guide the user through set up, prompting for the specific information necessary to track a site or sites. Especially amongst the free options, quality can vary. These programs may provide short, simple analytic reports or detailed analysis.

Scripts

Use a script to capture and track the referrer on the landing page, then rewrite the captured data into an outbound link. This easy to use, low cost method requires the purchase of a customizable JavaScript. These are normally copy and paste scripts that come with detailed instructions on which information to change.

Cookies

Another free and relatively simple way to track organic conversions is by using cookies that save between page loads on a site. This method only works for those that own the domain, because a cookie can only be read and retrieved the domain that set it. Domain owners can use CGI or JavaScripts to create HTTP cookies. These scripts are available for free or nominal cost online.

Tracking pixel

Finally, those with a bit of graphics knowledge can create a tracking pixel, also known as a clear .gif, to collect the desired information in conjunction with a Bash or PHP script to return the data and return a blank pixel. These PHP scripts can be had for a low cost online. Although it requires the most work, it has the advantage of being the most flexible option since it can also be used on third party Web sites, including in forums, as well as in e-mails.

Conclusion

While one might think it's tougher to track organic conversions than paid keyword conversions, it really isn't. In fact, most tracking methods provide a free or low cost option and can be quickly and easily implemented on a Web site in just a few hours.

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