Define, Monitor & Improve Your Website’s Performance

Internet Users(1995 – 2010)

Average Number of Hours Consumers Spend on Activities per Week

Source: Digital Influence Index

Web Stats

Hit Counter Full Scale Reporting

Define, Monitor & Improve Your Website’s Performance

GourmetGiftBaskets.com

Problem:

- Reactive online marketing efforts

- Abused SEO best practices.

- Poor link portfolio

The Value Delivered Who links to your site? and where?

What does Google think the subject matter of your site is?

Where is site traffic coming from?

How much of your site is being indexed?

Which keywords drive the most qualified traffic? (which do not?)

what’s missing?

WHY!without being able to dissect and define what data is actionable, it’s just numbers…

Web Strategy

Defining online goals requires evaluating your web strategy

What are you trying to accomplish with your website?

Communicating to your target audience effectively?

Web strategy in alignment with your offline strategies?

Competitive benchmarking? SWOT?

Measuring Web Success

Success is evaluated be effective execution of your web strategy

• Driving a weekly total amount of visits to a contact form

• Determining your ROI for social media efforts

• Increasing the amount of keywords which drive site traffic

• Branded v. Non Branded Keyword traffic

• Local search term performance

• Contact form submissions

• e-mail newsletter signups

Profiles for measuring first time visitors & returning site activity

Aggregate all social media traffic

Tracking internal search queries

Website Optimizer

Advanced Web Measurement

Everything I’ve went through so far is available in your standard analytics, but I can also set up a few ad advanced measurements.

Visits

Unique Visitors

Page Views

Unique Page Views

Avg. Page Views

Avg. Time on Page

Key Performance Indicators Time on Site Bounce Rate Percent Exit New Visits %

Impressions Click Through Rate

Analytics Test DriveStops Along the Way

• Filtering Data

• Setting up goals

• Comparing traffic trends

• Inbound Links

• Automating reports

• Advanced Filters

https://www.google.com/analytics

Business Application

Proactivity

• Determine the keyword traffic share your site is capturing

• Informed seasonal decisions

• Insight into what users are searching for on your site

• Website redesign tool

• Research tool for developing SEO strategies

Value Delivered

• Insight to your day to day keyword rankings

• Google’s evaluation of your site’s content

• Direction to improve your search engine presence

• Specific performance evaluations

Key Performance Indicators

• Keyword rankings

• Keyword density

• In bound links + Anchor text

• Internal links

• URLs indexed

• Search engine crawl errors

• META data duplication

• Site speed

Measure/Improve Site Performance

• Total number of inbound links

• Relevant anchor text

• Key pages receive the majority of internal links

• Important keywords resonate near the top of the keyword report

• Minimize page load times

• Eliminate duplicated META content

Webmaster Tools Test DriveStops Along the Way

• Search query data

• Links to your site

• Anchor text used to link to your site

• Google’s determination of your site

• Internal link structure

• Duplicated META data

• Site page load times

https://www.google.com/webmasters/tools/

Business ApplicationProactivity

Monitoring Inbound links

Direction for amending on page content

Resolving duplicate META content

Determining the flow of internal PageRank

GourmetGiftBaskets.com

Solution:

- Studied comparison shopping

- Invested in social media and affiliate marketing

- Search Engine Optimization

Moving Forward

1) Evaluate your web strategy

2) Determine web goals and performance indicators

3) Evaluate performance

4) Set up steps to automate/continually monitor performance

5) Develop strategies to improve your web success

If you have a question or would like to request a site audit contact Jon at

jsujecki@starkmedia.com OR 414-226-2710.