LinkWatch lets Web site owners trace the path of Internet traffic

Press cuttings specialist Romeike and Curtice has launched a service enabling Web site owners to analyse how visitors reach their sites.

Press cuttings specialist Romeike and Curtice has launched a

service enabling Web site owners to analyse how visitors reach their

sites.



LinkWatch uses search technology to provide clients with an insight into

the origin of traffic passing through a Web site and predicts the

likelihood of surfers browsing their way on to the site. ’Organisations

know how many ’hits’ their sites are getting, but are less clear about

how visitors made it there. It acts like a road map,’ said Gavin Diaper,

net.cut general manager.



Diaper said LinkWatch came about by accident when it searched the Net

for clues to how people were logging on to its own site.



The company has been running net.cuts, an Internet monitoring service

for three months. It claims the service enables customers to monitor

what is being said about them or their products on the World Wide Web,

popular and advertised sites, electronic publications and

newsgroups.



Six months ago it set up the PuRe (Professional Usable Reliable

Editorial) award scheme which accredits Internet publications according

to its own quality criteria. Around 60 publications have now been

accredited.



’Our five-year plan is to make it possible for agencies to include

Internet targeting, monitoring and evaluation at the planning stage of a

campaign,’ said Diaper.



It does, however, face competition. Christopher Solheim, managing

director of Hill and Knowlton Net Communications said: ’We’ve been

selling reports to our clients on how many people are coming in to their

site from other Web sites and how many places are linked to their site

since April last year. We just haven’t given this service a name.’



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