Analytics and SEO
Analytics must be a part of the SEO strategy for a website in today’s competitive marketplace. It gives you a peak into not only how many people are visiting your site but how well your site is doing with converting visitors into customers and much more. We will look at some of the big pieces in your cloud marketing software to get started running through the process of analyzing traffic. There are literally hundreds of things to analyze so this is just a start into improving your SEO with analytics.
Organic Search Traffic
Tracking the number of visitors who arrive at your site from a search engine without you paying is the most coveted and sought after type traffic. When traffic comes from unpaid sources like search engines or directories it’s called organic traffic. Top ranked websites in the search results will end in getting the majority of traffic. Tracking the visitors from organic sources is the first step to optimizing traffic. It all begins with know how many people are coming to the site.
Once you wrap your head around how many organic visitors the website is receiving the next step is looking at conversion rates. This will be the percentage of visitors who complete a desired action like a lead generation or a sale. The beauty of analytics is the ability to test how the pages are doing when it comes to converting to a sale. If the conversion rates are lower than desired then perhaps simple things like rearranging content, pictures, or changing the website flow can improve outcomes. Some companies, like Amazon, have conversion rates as high as 18%. It’s not unrealistic to have a product based website improve the conversion rate upwards of 10%.
Unique Search Terms
Traffic from various search terms can literally be from thousands of different words so trying to understand what the best words are can be hard. Placing the keywords into categories makes the data easier to digest. If you have branded keywords place them together. Searches for your company name vs. branded products vs. generalize search terms grouped separately will make your analysis more efficient. This can be done in most analytics programs.
Establishing search numbers and categorizing them will then allow you to start making keyword priorities. Not all keywords are created equal and at the end of the day keywords that don’t lead to conversions or lead generation will either be junk keywords or keywords which may need further optimization to make effective. Prioritize the best keywords for your business by using the most relevant words for your business.
Adjust Strategy and Test
A major goal of a webmaster should be to optimize conversion rates using cloud marketing analytics. As I mentioned earlier the more you know about your data the better you can test what works and makes more leads and sales. Testing can be fairly simple. For example, create a few landing pages with separate designs. Change the placement of images, text, and the call to action and then following the traffic from start to finish is key to testing and fairly simple to do. This will help tailor your pages to the best possible fit for customers and ultimately increase the goals you accomplished.
The tools are out there to do these simple tracking processes and much much more. Don’t forget to get to know your traffic patterns. Test some new pages and learn what your customer base responds to in order to achieve more success.