After your site launches, the real work begins. It’s only after people visit your site that you can see what works and what doesn’t. No matter how well you’ve planned, you can’t predict how a site will be used.

Web Analytics and Search Engine Optimization

Successful web development is an on-going process: You launch the site, study how people use it, and make continual changes to improve its performance. This is the advantage of the web over other media: Everything can be measured, and then changed to reflect what’s been learned. The measurability and flexibility of the web proves important to just about every industry, because it helps businesses understand their customers and better serve their needs.

Studying your site allows you to figure out how to improve it. As an example, you can run experiments and see which headline of two different e-newsletters has a higher click through rate. You can run the same photo with different headlines on a landing page and see what triggers a better response or whatever combination necessary to find out what clearly makes your customer base respond. You end up with this ever-building cumulative picture of what works and what doesn’t work on a web site, and the beauty of the web over print is you can take that learning and act on it tomorrow.

This is the one thing all successful web sites have in common: They pay close attention to what’s happening on their sites. By watching what people do – where they come from, where they click, how long they spend in one place – they learn what works on their sites, and how to provide more of it.

Performance Measures and Data Generation
While identifying Key Performance Indicators (KPI’s) is part of digital strategy development, getting from raw data to measurable KPI’s requires careful consideration of what is actually useful to measure. We’ll make sure that your digital assets are generating the right source data to support the measurements you need to make.

What is SEO (Search Engine Optimization) ?
SEO is the process of optimizing your website for the search engines (like Google). By “optimizing”, I mean attempting to make it such that searches for specific phrases rank your website higher in the search results than other websites.

There are lots of good reasons to want to rank higher, but for businesses, the primary reason is to generate leads for your offering. There are millions of people using Google every day looking for a product, service or information. Some of these people might be potential clients looking for your particular offering.

There are two ways for you to show up on the results page when users are doing a search. The first is paid advertising and the second is what is known as “organic” (or “natural”) search. The natural search results are listed free and are dependent on Google’s estimation of how relevant and credible your website is. Natural search results are my favorite kind, because you don’t have to pay money for them, and they often work better than paid advertising. I liken this to the difference between getting mentioned in a magazine article and purchasing an ad in that same magazine.

If you can rank high on the free (organic) search results for Google, it’s like getting tens of thousands of dollars worth of free advertising in the most relevant trade magazines for your industry, every time a new issue comes out.

I’m not sure about you, but that’s pretty interesting to us. Read more on our Blog >

Want to know more… contact us today >

Get in touch