Track and analyze
To get the most out of the company’s SEO efforts and local Internet marketing programs, set up tools to track and analyze the results. Start with monitoring keywords. Online tools help take the guesswork out of the process by tracking keyword rankings from search results.
Review Google Webmaster Tools weekly to get insight into the impressions and clicks on certain keywords. Then use Google analytics to examine the natural traffic and see if there are any improvements. In-depth statistics can also be extracted to create a website report card that includes variables such as:
- Number of visitors to the website.
- Most popular pages.
- How visitors find the website and what keywords they are using.
- Where are visitors coming from?
- What type of browser do they use?
- What devices are they using (e.g. desktop, tablet, or smartphone)?
With a little bit of effort, website traffic will likely increase within a few weeks. Although businesses do not have complete control over these numbers, keeping an eye on certain trends can keep the website moving forward.
Start today
It is easy to get lost in day-to-day business, but that is the easiest way to get lost online. Scheduling some time each day, or even each week, to focus on the company’s website, blog, and social media content will increase the chances of being found online. The following are some tips to set this plan in motion:
- Develop a strategy.
- Write ideas for content/blog posts.
- Set up and optimize social media accounts.
- Decide how these accounts will be managed during busier periods (i.e. summer season).
- Decide what content will be posted, how often, and who will be responsible?
- Monitor the company’s online reputation and reviews.
- Track and analyze results from the busier periods.
A little effort goes a long way online, which can significantly impact the company’s bottom line. Therefore, remember, the more people who visit the website, the percentage of those who follow the company’s call to action increases, and the more likely the business is to get the sale and increase its profits.
Aimee Duffy is the founder and owner of Aquarius Designs, a full-service website design and marketing company which she started in 2002. Her interactive media firm helps all business sizes with their online marketing needs—from website design to increased online visibility. Duffy graduated from The School of Visual Arts (SVA) in New York with
a double major in graphic design and advertising. She can be reached via e-mail at aimee@aquariusdesignsinc.com.
