Each day millions upon millions of searches are performed by people looking for countless products and services. Are they finding your business? Which keywords did they use to get to your site? Without any reporting or monitoring tools installed it can be difficult to know.
Google Analytics for Invaluable Website Data
Monitoring and reporting tools such as Google Analytics and Google Search Console (formerly known as Webmaster Tools) can provide invaluable information. This can include the pages folks visit most to the keywords used to find your site. The data can also act as a roadmap or “cheat sheet” which can help determine how your time, energy and marketing efforts may be best served to reach your target audience.
You can also monitor the performance on any paid/search engine marketing campaigns you may be running such as Adwords or other marketing efforts.
If you have a business blog, keyword info from the Search Console can provide you with ideas for new blog topics. And if you do not know already, blogs are for great as part of an inbound content marketing strategy which also supports your SEO efforts.
Your Website is an Oasis if…
If your website is an oasis to your viewers, you are likely staying on top of your business by providing what your viewers may be looking for. You recognize your site is a worthy investment and you’re keeping content fresh, updated and interesting. You reflect that you are a trusted authority in your field which inspires folks to come back for more. People see your site as a resource and may be more inclined to do business with you. Well done!!
Search engines such as Google and Bing may reward you with higher placement on an organic search results page. This exposure can potentially bring more leads or sales calls. It’s a win win situation!!
If Your Website is a Desert…
Sadly, many businesses pay little if any attention to their website once it has gone live. This is is a VERY poor choice! It’s a misconception to think that a website is a one time set-it and forget-it thing. Unattended websites left “adrift” for months – or even years at a time with no updates generally yield very poor performance. Search Engines and users need a reason to come to your site and they prefer high quality, relevant “fresh food”.
Which are You?
It is estimated that 40%-50% of small to medium sized businesses still do not have a website. So consider yourself ahead of the curve if you do. However, in our content-driven world, a website is never truly done. It’s more of a launching pad.
Thus it’s incredibly important to keep your site updated with relevant info that addresses your viewers or customer’s needs. This in turn supports your online search visibility.
A website is only as good as it’s performance in reaching your target audience which ultimately converts into leads or sales. So while ongoing maintenance is crucial, you must also keep tabs on how your website is actually performing with reporting tools such as Google Analytics and Google Search Console. Without these important reporting tools and data, you may not even know if you’re getting any traffic to your site at all which could be costing you time and money!
Written by Barbara Rogers of Future Primitive Graphics. Helping businesses grow through better design and search visibility solutions. Creatively collaborating with those who genuinely want to make the world a better place with their products or services.