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SEO Information |
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Beyond Hits!
Your Website visitor reports are a goldmine of information. If you don't review these on a regular basis, you can't fully evaluate the return on your Web investment. And, you could miss critical clues as to how user-friendly your site is, how effectively your message reaches your visitors, and what unmet needs they may have. But the reports can be overwhelming - a confusing mass of graphs, numbers and URL's. How can you find the information that you really need, how do you know what to look for, and how do you make strategic decisions using the answers that you obtain? Step 1: Knowing your markets First, identify all the different types of visitor to your site, together with the reasons that they might be coming to you. This may sound obvious, but in my experience there are nearly always visitor segments that are overlooked. Here are my starting suggestions for an association site: * Current and prospective members If you don't have a press center on your site, you should consider it if you're interested in publicity. Reporters are increasingly looking for information online, and appreciate ready access to press releases, sample interview questions, and downloadable photographs of your key spokespeople. The content seekers category describes visitors looking for content that you provide, but who are not prospective members. They might be searching your member database for a referral, or they might be interested in your information products - and so they're great prospects for non-dues revenue. Step 2: Knowing your goals It's also key to know the required outcomes, not only for your overall site, but also for each individual section and page. I have a mantra in my speaking programs: "Every page of your site should have a strategy". Too many pages on the Web give great information, and then tail off, with no clear call to action. They expect visitors to go back to the navigational elements, and decide what to do next - but instead, many of them will leave. Step 3: Asking the right questions Now that you have the audiences and outcomes for your site, you can start to make sense of all those numbers and graphs. Based on what should be happening, you can formulate questions with which to approach the traffic reports to measure your site's effectiveness. Here are some ideas: Are your long pages effective? Often, I see long pages with key content "below the fold" - below the first screenful of information. Many visitors won't scroll down the page if they're not immediately engaged by it; therefore they'll miss the lower elements. Can you measure member benefits? If you provide an online database for prospective customers to find a supplier, track how many searches are done, and how many click-thru's your members receive. This can give you some powerful statements for your member benefits material. What are the hot content areas? Knowing your "Most Requested Pages" gives you some key clues about what's hot - and from that, which content might be worth developing further, either as a member benefit, or for non-dues income. It can be helpful to design your site to delineate this. For example, instead of having a long page of different pamphlets, show each product on a separate page. Now you can track which ones are most sought after, and perhaps consider offering these as online, instantly downloadable e-books. What are your conversion rates? If there's a hot content area - a highly requested page that doesn't translate into its required outcome, something's wrong. Possibilities include: * You believe you have an exciting offering, but your visitors don't - so perhaps you should rethink your content or product Step 5: Tweaking and testing The good news about the Web is that it's a great testing ground for new products and ideas. When you find an area on your site that isn't performing optimally, you can make small incremental changes, and immediately see the results reflected in your traffic reports. So you can keep tweaking until you hit the winning formula for each page. Step 6: Don't forget your internal search engine Your internal search engine allows you to track the keyword searches that visitors perform once they're on your site. This also has some valuable clues: * You'll almost certainly see searches for content that should be obviously apparent. This proves that visitors won't work to find anything - but it can also give indications as to the usability of your structure and navigation. * Lots of searches for content that you don't currently provide will give you ideas for developing future products or services, based on visitor demand. I think of Web traffic reports as "market research that cannot lie". They represent what your visitors do, unprompted, and really can contain some gold nuggets. Happy Mining! Philippa Gamse, CyberSpeaker, is a Web strategy consultant and professional speaker. Check out her free tipsheet for 23 ideas to promote your Website: http://www.CyberSpeaker.com/tipsheet.html Philippa can be reached at (831) 465-0317.
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Not Yet, But … Associations Now Evidence is rising that Google is increasingly favoring its own digital properties over organic search results, which could be worth getting concerned about if you ... GoDaddy Debuts Email/SEO Product For SMBs 09/17/2019 MediaPost Communications GoDaddy has launched a new SEO and email tool for use by SMBs: Websites + Marketing. The goal is to take users beyond website building into driving ... Search Engine Optimization (SEO) Tools Market by Type, Stage, End-User Market Research Columnist MarketResearchNest.com adds “Global Search Engine Optimization (SEO) Tools Market Size, Status and Forecast 2019-2025” new report to its research. Google: JavaScript SEO is not Dying, It’s Evolving Search Engine Journal Google's John Mueller and Martin Splitt recently debunked the notion that JavaScript SEO is dying. Crawl, Render, Index, Rank, Convert: An Enterprise SEO Framework [Webinar] Search Engine Journal Join our next webinar and discover how enterprises can gain massive wins with a holistic crawling-to-conversions SEO framework. SEO UX Play: Information Architecture & Linking Hierarchy Search Engine Journal UX is not just about simplicity and design, it is how users experience a site. Experiencing a site boils down to three things: Getting to the site. Exploring *content*. SEO Tips to Increase Traffic Business.com For e-commerce entrepreneurs, more traffic means more online sales. Here are a handful of proven technical SEO tips that can help make it happen. How to Leverage Seasonal Content for SEO Campaigns Search Engine Journal Want higher search visibility this holiday season? Then you need to start optimizing now. Here's why the best place to start is with your *content*. 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Content: The Indisputable Backbone Of Your Website SEO Strategy Forbes Focus on creating valuable *content* in order to attract organic traffic from search engines and convert that traffic into paying customers. 10 Ebooks About SEO You Should Download & Read Now Search Engine Journal Looking for helpful ebooks to learn more about SEO? This post lists down 10 must-read SEO ebooks you should download right now. Best NYC SEO Agency Awards Presented for August 2019 by 10 Best SEO Yahoo Finance When a business owner does not have a lot of time to spend researching which SEO agency to hire, it can now refer to the new monthly award issued by the 10 ... SEO Versus SEM: What's The Difference? Forbes Separate and clearly understand the categories before defining your marketing plan. Five SEO Tips For Doubling Site Traffic Forbes There are several different SEO marketing strategies that companies can incorporate into their sites to help gain traction in search results and drive more people ... Actress Oh Yeon Seo of 'People With Flaws' announces legal action against Goo Hye Sun for posting false rumors allkpop Actress Oh Yeon Seo's label Celltrion Entertainment has released a sternstatement of rebuttal to Goo Hye Sun's most recent Instagram post. On September 4 ... 7 SEO best practices you should be doing regardless of what Google says Search Engine Land In many ways, organic search rankings are the lifeblood of the online business world. As SEO specialists know all too well, Google is famously quiet about what ... 7 Basic SEO Best Practices You Can Learn from Huge Travel Brands Search Engine Journal Let's look at the huge travel websites dominating the SERPs today and learn which SEO best practices they're implementing in order to succeed. The Best Free SEO Tools to Increase Your Rankings Entrepreneur You don't need a massive marketing budget to rank higher on Google. The best free SEO tools help you boost traffic and analyze the competition. 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How To Boost Your Rankings With These 4 Easy Tips Inc. SEO, or Search Engine Optimization, is a term that has exploded in the digital world over the last decade. It started as a term used primarily by people like web ... The Top 5 Ways to Prove the Real Value of SEO Search Engine Journal Here are five of the best ways to prove the real value of SEO to prospective clients, current clients, your boss, or anyone who wants to invest in SEO. What's the Value of SEO? Practical Ecommerce Here's a look at the cost of optimizing a site for search engines, the value it drives, and the impact of not doing it. The average salary for a ... Aiai Delas Alas and daughter Sophia brave rains for Park Seo Joon fan meet tickets GMA News The 'Sunday PinaSaya' star documented how she and Sophia stayed in line, with no special treatment, just to get tickets for the Korean actor's upcoming fan ... 5 On-Site SEO Factors That Matter Most Search Engine Journal Let's escape the narrow mindset that Google and search engines only prize three primary ranking factors. As important as links and publishing *content* remain, ... The High Cost of Ignoring SEO Practical Ecommerce Ignoring organic search traffic can be costly. I addressed the topic last year at Edgenet Academy (now Syndigo), which helps manufacturers and retailers ... 7 Quick Ways Every Startup Can Optimize SEO Without Breaking the Bank Entrepreneur The vast majority of online experiences start with the search engine, so knowing how to optimize SEO is critical. 7 Best SEO Tools to Help You Rank Higher in Google Entrepreneur The key to building and sustaining organic traffic is knowing which are the best SEO tools to use. Today, there are so many SEO checkers on the market that it be ... Park Seo Joon completes filming as a guest on 'Three Meals a Day in the Mountain Village' allkpop On September 11, representatives from Park Seo Joon's label Awesome ENT confirmed to media outlets, "Park Seo Joon was invited to appear as the… 6 SEO Tips to Benefit Any Business Entrepreneur Small Business Week is a good time to quit procrastinating and optimize your SEO to rank higher, load faster and reach more visitors. |
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