Everyone agrees that establishing your brands presence online is vitally important, but how do you stand out? Knowing how to gather and interpret data about your websites traffic is critical to your long term success. The solution generally involves two major steps:
- Data Gathering and Analysis: This can be summed up as the process of inspecting, cleaning, transforming, and modeling data with the goal of discovering useful information, suggesting conclusions, and supporting decision making.
- SEO (Search Engine Optimization): We all know that effective SEO helps bring your web page to the forefront in search engines, which ultimately helps users find your website -- But the HOW is what's most important.
Today we’ll be discussing Analytics and SEO and how they go hand in hand.
Analytics; particularly tools like Google Analytics, monitors visitors on your website, where they came from, what they do while they’re there, and where they go when they leave. As well as other behavioral and demographic data about your guests (for instance, what region, browser language, etc). Your analytics tool of choice then sorts the data using guidelines that you prioritize, ultimately generating useful reports for you to monitor in near real time. That's only the tip of the iceberg..
Once you've completed the initial set up of your Analytics tool, the next step is to set goals. Goals give you the ability benchmark your progress using data collected about your site visitors. Successful implementation of your goals ensures that your SEO strategy and content strategy are increasing traffic to your website over time. Those goals can be anything from increasing the amount of time each user spends on a particular page by x percent to driving traffic to a specific user sign up form. Using this information you can better promote the parts of your website that increase user engagement and convert visitors to paying customers.
Analytics help you monitor how users find and engage with your website site, and SEO helps users find your website in a sea of competitors online. SEO uses keywords within the content on your website, links to references to your webpage on other's websites and original content (in the form of blogs and social media). A combination of all of the above implemented successfully helps search engines prioritize your website over a competitors website when someone queries a specific term. Keywords play a vital role in the prioritization of search results but aren’t always the magical cure-all for getting your new business at the top of search results. Google and other search engines have their algorithms that factor in keywords, content and backlinks, to help prioritize search results.
Finally, analytics allow you to use the data that you gather to target the right clientele and SEO helps to ensure that potential new users may easily find your products or services online. Using these two methods will help increase traffic to your website which in turn grow your audience.
Have some experience with SEO or Analytics? Let us know in the comments below!
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