When it comes to online marketing most of us spend a good portion of the day examining one metric or another and in most cases we’ll base entire campaigns around a few stats and numbers we gather from various tools. For the most part this tends to work but don’t be too discouraged if you don’t always see the figures you’re after.
This is one metric that often gets overlooked, you look at how many visitors your site has had, you look at how many organic visitors you get maybe the number of referring organic keywords and perhaps you do a little year on year comparison but how often do you give the old bounce rate a good scrutinising? In these "post Panda" days user experience is becoming more and more popular so if Google can see your traffic is jumping straight off your site after viewing just one page that tells Google that page is not relevant for that search query. Unfortunately a high bounce rate could mean several other things too, it could mean your traffic found exactly what they were looking for and made a conversion over the phone (or in person if it’s a shop) so you need to find a way to entice them to look round the rest of the site (‘click here for a list of our latest special offers’ usually works pretty well). It could be a case of having too many external links sat on that page waiting to take your traffic off you. Make sure you’re not all but kicking your traffic off your site by limiting the amount of external sites you’re linking too.
Despite many sites PageRank going up and down more than a pair of whores drawers in recent months there’s still no clear consensus as to whether this metric is any good. Some people break into a panicked sweat every time there’s an update and others only like the metric because it gives them the chance to go off on a rant any time someone mentions the word PageRank. At the end of the day, the fact that opinion is so divided on this matter means you shouldn’t be putting all your eggs in this one online basket. Your rankings don’t plummet because your PageRank drops, your rankings probably plummet because you’ve done (or not done) something and then your PageRank drops. Another fact to bear in mind is that PageRank is not a real time metric, it can (and usually does) go months without an update and just because your page or site was PageRank five six months ago there’s nothing to say it isn’t a PageRank seven now or a PageRank 2. There are plenty of other metrics you can be stressing out about so leave the PageRank alone for now.
When it comes to blogging comments are a great way to find out how popular your blog is right? One thing that’s often forgotten is that comments don’t necessarily equal leads. Just because you get fifty comments on a post it doesn’t mean you’re going to get fifty people buying a product on your site or making an enquiry about a service, that post might not generate any conversions at all. It’s also worth bearing in mind that not all comments are going to be genuine, just because you place an automatic no follow tag on any comment links it doesn’t mean you’re not going to have any spam comments as some people still use no follow comments to make their linking look less artificial. Just because the tag says no follow it doesn’t mean they’re not followed at all, it just means (theoretically) no value is passed along.