In marketing, monitoring refers to the observation and analysis of certain marketing activities and techniques. In search engine optimization, monitoring is used after the process of keyword optimization to examine the ranking of a website among the search results of Google or other search engines. There are different tools that provide analysis on-demand in predefined intervals (hourly, daily or weekly). In addition to search engine optimization, monitoring is also deployed for improvements in social media marketing. On social media networks, online conversations and discussions regarding certain products, services, or people are being monitored in order to gain useful insights for a campaign.