Define, Monitor & Improve Your Website’s Performance

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  1. 1. Internet Users (1995 2010)
  2. 2. Average Number of Hours Consumers Spend on Activities per Week Source: Digital Influence Index
  3. 3. Web Stats Hit Counter Full Scale Reporting
  4. 4. Define, Monitor & ImproveYour Websites Performance
  5. 5.
    • GourmetGiftBaskets.com
    • Problem:
    • - Reactive online marketing efforts
    • - Abused SEO best practices.
    • - Poor link portfolio
  6. 7. The Value Delivered
    • Wholinks to your site? and where?
    • Whatdoes Google think the subject matter of your site is?
    • Whereis site traffic coming from?
    • Howmuch of your site is being indexed?
    • Whichkeywords drive the most qualified traffic? (which do not?)
    • whats missing?
  7. 8.
    • WHY!
    • without being able to dissect and define what data is actionable, its just numbers
  8. 9. 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?
  9. 10. 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
  10. 11.
    • Profiles for measuring first time visitors & returning site activity
    • Aggregate all social media traffic
    • Tracking internal search queries
    • Website Optimizer
    Advanced Web MeasurementEverything Ive went through so far is available in your standard analytics, but I can also set up a few ad advanced measurements.
  11. 12.
    • 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
  12. 13. Analytics Test Drive
    • Stops Along the Way
    • Filtering Data
    • Setting up goals
    • Comparing traffic trends
    • Inbound Links
    • Automating reports
    • Advanced Filters
    • https://www.google.com/analytics
  13. 14. Business Application
    • Proactivity
    • Determine the keyword traffic share your site is capturing
    • Informed seasonal decisions
    • Insight into what users are searching for onyoursite
    • Website redesign tool
    • Research tool for developing SEO strategies
  14. 16. Value Delivered
    • Insight to your day to day keyword rankings
    • Googles evaluation of your sites content
    • Direction to improve your search engine presence
    • Specific performance evaluations
  15. 17. 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
  16. 18. 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
  17. 19. Webmaster Tools Test Drive
    • Stops Along the Way
    • Search query data
    • Links to your site
    • Anchor text used to link to your site
    • Googles determination of your site
    • Internal link structure
    • Duplicated META data
    • Site page load times
    • https://www.google.com/webmasters/tools/
  18. 20. Business Application
    • Proactivity
    • Monitoring Inbound links
    • Direction for amending on page content
    • Resolving duplicate META content
    • Determining the flow of internal PageRank
  19. 21.
    • GourmetGiftBaskets.com
    • Solution:
    • - Studied comparison shopping
    • - Invested in social media and affiliate marketing
    • - Search Engine Optimization
  20. 22. 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
  21. 23. If you have a question or would like to request a site audit contact Jon at[email_address]OR414-226-2710.