Search engines lead between 60% and 75% of all visitors to the site. These visitors are very interested in the services being offered and have been carefully profiled.

A search-engine marketing initiative involves several separate phases, which are generally managed by different companies:

• e-business consulting: definition of the strategic objectives and site analysis
  
  
• content optimisation: drafting of new content to enhance the indexing of the site in the search engines
  
  
• positioning in the search engines: development of customised content and pages to boost visibility in the leading search engines
  
  
• keyword advertising: purchase of text-based adverts that appear when the user conducting the search uses the agreed keywords
  
  
• search analytics: monitoring of the effectiveness of the keywords, the conversions generated and the ROI of the ADV campaign.

As a provider of Web Analytics, ImetriX deals with the search analytics phase and supplies clients and agencies with a professional, third-party, independent system that makes it possible to measure and optimise the results of search-engine marketing initiatives.