In business, if you don’t track something there is little way to know if it’s effective. A website is no different- if you have a website and you’re not tracking traffic coming to the site, the website is just another expense in your business. Website tracking is easy to implement with Google Analytics, a free website traffic tracking tool.
Many businesses come to us with pre-existing websites, but have not been tracking their website traffic at all. The reasons are across the board, but usually have something to do with:
If you’re in the process of creating a new website, here are 4 steps to take to ensure that your website tracking is in place.
Making the sure the above steps are done on your website will save you a lot of time and frustration in the future when you decide to dive deep into the traffic of your website to figure out how to make it a more effective asset for your business.
If you would like guidance on any of the above, don’t hesitate to contact us.
While driving website traffic is a big piece of what we do for clients via increased Google rankings (i.e. “SEO”), we make it a point to ensure that the website traffic we’re growing is also growing leads and / or revenue for the client’s business. While increasing rankings sounds great, it’s not worth pursuing if it’s not eventually impacting the bottom line revenue of the business.
In every project we take on, we help clients to integrate tracking that communicates how SEO and other marketing tactics are impacting the core metrics in their business. While each client situation is unique, below are a number of tracking tactics that every business should be using.
When running a business division or an entire company, it’s important to know how effective each of your marketing dollars are. After all, each dollar needs to be held accountable for producing revenue or it may need to be diverted to another marketing channel that is measurable.
Some web marketing channels, such as online advertising with Google Adwords, are pretty straight forward to measure:
However, when pursuing search engine optimization to increase the rankings of your business on Google (and therefore your website traffic / sales) it may seem more difficult to connect the cost of your current SEO company to a specific financial outcome.
While understanding how SEO affects your entire organization and marketing initiatives is important, it’s also important to be able to tie your SEO budget to financial metrics.
This blog post series explains a few of the ways that we work with clients to report on SEO’s impact on their business. While each situation is unique and usually requires a conversation to cater it to a specific business, this should be a good start to help you quantify the value of SEO in your organization.
If you’re doing any other online marketing, such as Google Adwords, you’re more than likely already measuring the cost per lead or sale generated from online ads. SEO can be measured in a similar way and oftentimes ends up producing leads and sales for a much lower cost compared to other online advertising campaigns.
Here’s the breakdown of how it’s calculated:
Here’s a few things to consider when using this method:
Here’s some interesting things we found using this with clients:
The first step to using these metrics (and others) to valuate your SEO efforts is to ensure that you connect how you measure your SEO efforts to how you measure other marketing channels so comparisons can be made.
Feel free to leave a comment below or contact us, as we enjoy seeing clients light up when we help them establish simple metrics to measure the profitability of their business so that they can make better decisions with their marketing dollars.
image credit: via Flickr user Brooks Elliot
When pursuing any type of marketing campaign, it’s important to measure both short term and long term results- otherwise, you won’t know which marketing campaigns are making money and which are losing money. Many new clients we meet with that are interested in pursuing search engine optimization are unsure how to measure an SEO campaign.
You may think that your website’s rankings are the most important factor, but that’s not really the case…
Finding the best SEO company can be tough, but there are a range of tactics you can use to quickly gauge whether or not the SEO team you’re considering is truly experienced in the industry.
One unique method of gauging SEO experience is by looking at Twitter
If you’re like many of our clients, you probably send out a lot of emails every business day (and maybe even on weekends). I personally send out 100-150 emails per day minimum which at first just seems like a whole lot of work…
But we actually generate website traffic from the emails we send…
In the Search Engine Optimization (SEO) Google Analytics can be a very useful tool. Reports can be tailored using some custom features of the system. This gives valuable information that can be used in analyzing how to increase revenue on a site.
In a post by Sajeet Nair on SEOmoz, he used some custom reports to find out how he could increase revenue on a website. While reviewing the reports it was discovered that a couple of the browsers (Opera, Opera Mini) had about the same number of visits, but one had higher revenue. While analyzing this, it was noticed that one of the other browsers (Android) had fewer visits but was receiving over 5000% more revenue when compared to Opera and Opera Mini.
The discovery was made that when searching for the website on these three browsers, both Opera and Opera Mini (which is a mobile browser) link to the desktop versions of the website, but Android links to the mobile version of the website. The takeaway form this analysis is that when mobile users were taken to the mobile version of the site, then revenue will improve.
For a review of your website to understand if you are missing out on revenue or if you have any questions, feel free to contact us or comment below.
Image credit: Via Flickr user welendcashhouston