SEO and the Power of Web Analytics

There’s no question; no matter if you are a well known brand, or you are a small company just starting out, you need an online presence. And the best way to create an online presence is through Search Engine Optimization and Pay per Click. Both of these methods of online visibility require one very important parameter; analytics. It’s essential to have the right tools to calculate the effectiveness of certain online marketing strategies and campaigns.

When I have to consult any client, Analytics is always a major emphasis. We can do very affective targeted marketing for a client or a brand but without proper tools and analytics, it will not mean much. We have to be able to calculate ROI because all our decisions will be based on this data. User analytics and interaction with the site will tell us everything we need to know such as interest points and weak spots on a website.

Pay attention to the flags, if a marketing campaign is getting 100,000 unique hits, 5 minutes average time on site, 10 pages per user and only 250 Conversions (0.25% Conversion), there’s a problem there. We recently experienced this with one of our clients. And the problem was the landing page with not enough emphasis on call to action. When that was corrected with an A/B Split testing, the conversion rate jumped to 1.2%.

Web analytics has a lot to do with success in a competitive online market. Do not underestimate the effects of analytics on SEO.

Written By Duran Inci

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