This process involves three key areas of focus, comparitive reports, SEO and analytics.
It is no longer in doubt that the majority of businesses and organizations need to be online in order to function effectively.
The questions that many organizations need answered is just how effective is their site?
Comparitive reporting will compare your website to those of your competitors and provide quantitative feedback about the differences that exist on a number of important factors:
A comparitive report is an excellent starting point to plan future work on your website.
Lewis Communications offers a variety of SEO and internet marketing services to our clients including:
Analytics refers to the systematic analysis of traffic on your website; both how your visitors found you as well as what these visitors did on your site once they got there.
This process is performed using a variety of software, the most important being Google Analytics, a free service available to website owners.
The greatest power of Google Analytics lies in it's ability to trace conversions, that is track how well your visitors 'converted' into more useable visitors. Generally this means they converted to a sale or to a contact submission request.
Tracking the course of conversions, site entries and bounce rates (quick exits without going further) you can get a better idea of what parts of your site are working and what parts aren't. This will allow you to better key into particular areas for marketing, site improvements or search engine optimization. Alternatively, it can also give you an idea of what areas of your site and marketing plan just aren't paying off to allow you to abandon or fine-tune them.
Search Engine Optimization or (SEO) is the phrase used to refer to techniques that improve a websites volume of traffic and the quality of visitors to that site.
Through a variety of techniques, a website will be built or modified along certain criteria that match up with algorithms used by the major search engines when deciding upon the relevance and ranking of a website for particular search terms.
While certain criteria such as the age of a website are out of your control, the coding, structure and contextual relevency of your site's content can be fine-tuned and constantly updated to ensure that potential site visitors are able to find your website when using a search engine.
There has been much talk concerning the frequent changes to the Google algorithm used for ranking their search results. Hundreds of adjustments are made each year and the minute details are never made available to the public (including web developers).
That being said, there are larger patterns that have emerged from studying the way that sites rankings have changed over time and nuggets of knowledge have been gleamed from macro-level discussions with Google representatives.
The most important pattern is that content is, and will continue to be, king. However, the last few years have seen a shift from quantitative content towards a more authorative and qualitative focus. This means that Google (and to a lesser degree the other search engines) tries to determine both the quality of your site's content as well as some measure of assumed authority within the larger niche community your site represents.
In addition to the objective measures of your existing content, Google also looks at the level of relevance presumed by third party judges (the links inbound to your site) as well as the relative trust and authority of those providing the links.