(It's Happening Right Now As We Speak, And You're Losing Business Because
Of It...)
Competition is Fierce. Stay a step ahead of your competitors, and the traffíc is yours for the taking.
Let's take a quick look at what's happening today in the search engines, and how you can shift the tides in your favor rather
significantly.
Here's the scenario...
Even though YOUR site deserves to be on top, you see other less deserving sites getting better rankings. So, what do most
people do? Hire a Search Engine Optimization (SEO) Firm and hope for the best. Hiring an SEO Firm is an excellent first
step -- but do you know what most SEO Firms are missing? If not, it is hurting your business.
The missing piece here is called Analytics.
(Wikipedia defines Analytics as the measurement of the behavior of visitors to a website.)
Warning: Do NOT make the mistake of dismissing Analytics
as "some technical term" - it is critically important to your sales and profitability.
See, here's what's happening today with most SEO Firms:
They optimize your site and assuming it is done well it will bring traffíc from many engines, for various keywords that are
related to your site. Those keywords may not be on your "keyword list" (the list you decided on with your SEO Firm)
- however they are words people are using to search and they are driving traffíc to your site.
Many people don't give credít to their SEO company for these words - however they are mistaken. The fact
that your site was properly optimized and content was added is what made the site get noticed by the engines, so the
optimization is directly responsible for these "bonus" keywords that are driving traffíc to your site.
Since most people don't understand this and don't acknowledge their SEO Firm's work in achieving rankings on these bonus
keywords, many SEO Firms don't bother looking at or sharing Analytics information with their clients. They simply care
about rankings for the keyword list.
We understand the value of Analytics information and
as a result have added these "bonus" keywords to our ranking reports to show our clients how they are being found.
Chëck out this client case study for a real-world example of the importance of Analytics and the depth of
information it provides...
Top rankings for the phrases: "phoenix homes" (generic phrase) "historical homes in phoenix"
(specific phrase)
Analytics tells us:
The Lesson Learned:
We can add content for the phrase that converts higher, and drive more traffíc from that phrase. We can also use that
information to guide us in creating marketing material.
Yes, this is a feather in our cap – it shows we have created more exposure for our clients – but it's more than that.
The information we share tells them what words people are using to find them – it
gives them insight into how their prospective clients think and search. That information can then be used to improve
and really target marketing efforts.
Other valuable information can be found with Analytics as well. We can pinpoint what pages people are
spending time on, what pages people are leaving quickly, we can see what interests people and what drives people away.
Having someone prepare that information for you and deliver it to you in any easy to comprehend manner
is invaluable. That information becomes your blueprint for web site improvement which
means increased conversions, which means more sales, which means more money, which means you are one happy
camper!
Imagine, rather than guessing at what to tweak on your site to improve results, you
can take our analysis and suggested changes and use that as a guide to improving your traffíc and conversions. You
continually monitor the response to your tweaks to ensure your traffíc and conversions are growing. Remember, your
competition isn't sitting idle -- you can't either.
What worked yesterday doesn't necessarily work today -- you need an SEO Firm that can take you into the future and continue
to deliver traffíc.
Let us teach you about
Analytics and how YOU can benefit.
Our focus is on results. We can deliver the traffíc AND the
Analytics; to get that traffíc to take the action you want - whether it is more sales, more people opting in to your site, or
calling you. Whatever "results" means to you - we can deliver them.
The Author:
-- "phoenix homes" brings traffíc but has only a 0.82% conversion rate.
-- "historical homes in phoenix" brings less traffíc but has a 6.67% conversion rate.
Add up the traffíc from all your "minor" specific phrases -- all with high conversions and compare it to the major traffíc
and low conversions from your generic phrases - you can learn where to focus your attention -- on the phrases that convert!
(Note: We wouldn't even know about the specific phrase without Analytics)
Web
stats or Analytics aren't new - they've been around forever. However most people don't know how to interpret their stats, they
often don't have time to gather the data and SEO Firms typically do not tie this information into a SEO campaign.
Jennifer Horowitz