Three trusted ways to increase visibility using web analytics

Three trusted ways to increase visibility using web analytics

Using web analytics, the following three ways can increase the visibility of a website’s manifolds.

1. Scan search engines and improve ranking

It is hard to deny that the majority of website traffic comes via search engines. The fame and popularity of the search engine giant, Google, is undisputed.

So is the fact that even if users know the direct URL they want to visit, they usually punch it in the Google search bar, for convenience sake.

Therefore, identifying the search engines that send you the most visitors, who then convert to customers, is the starting point of increasing the visibility of the website.

Smart business owners use web analytics to segment the visitors they receive by the search engine they are

coming from.

The engine that sends the highest percentage of traffic that ends up performing an action, is the one to prioritize.

Since your marketing budget for search engine promotion is limited, marketing on every engine is a waste of resources. This is why, identifying the top one of two search engines is an ideal strategy. In this regard, search engine rankings play a crucial role.

Research into the browsing pattern of internet traffic reveals that most people digging for something on the internet do not look past the first few pages of a search engine. Hence, if you want your website to be visible to the audience you are targeting, increasing search engine

rankings is necessary.

The first step to increase search engine rankingis by playing off your strengths.

2. Optimize content Within the realm of search engine rankings is content optimization. To appear on the first few pages of a search engine, you have to optimize the content of your website to make it

interesting, and beyond that, relevant to the search criteria used by visitors.

How do you know what visitors are looking for? The answer is by exploring keyword searches. Most of search engine and content optimization is about using the right keywords. Keywords

and phrases,that are most used by visitors and those searching for specific products online, should be made part of the content included in your website.

This way, when a user looks up this keyword on Google, your website pops up. Web analytics helps with content optimization in the following way:

·Benchmark search engine ranking What is your present ranking?

Where do you want to get?

·Identify top converting keywords

Not only does web analytics identify the keywords that are most used for your website, it also helps track conversions that took place because of particular keywords used. It is essential to know which

keywords work for you because it enables you to leverage on them and increase visibility by incorporating these key phrases in web content.

·Finding new keywords

To attract visitors who are presently not using these top keywords, experts suggest that businesses go beyond the most used keywords and look for new ones. According to this approach, a business puts together some of its less frequently used keywords in a bunch/combination to target less competitive areas of a market with low traffic content.

3. Revisit advertising

Once you have identified the search engine and the keywords that work best for you, the next step is to revisit your online advertisement strategy.

The area of online marketing and promotion is vast. There is a lot that a business can do to up its promotional campaigns on the right medium and with the right keywords.

For instance, a website can be promoted with any one or all of the following ways:

·Banner advertisements on search engines

These are the best advertisements to use in high traffic areas because of the positive impact on conversion rates.

·AdWords and pay-per-click ads

These are the most cost effective ads. They can be fully customized to target any market segment you want.

·Social media adsPromotion on social media is one of the most effective ways to increase the visibility of your website. If your website has a social media tab to attract visitors to related pages, this type of

promotional strategy works best.

·Starting logs Just like referrer websites direct traffic to your website, paid or unpaid blogs can also urge visitors to discover your products and services Since blogs are usually written by third parties,

they are perceived as a reliable source of information by customers.

·Affiliate programs

Even though designing and launching an affiliate program can take time and effort, it can be a great way to spread your reach beyond the demography you have always targeted. Affiliate programs build a network of marketers who can advertise your website at minimal costs.

The three approaches combined make up search engine marketing, with improving ranking and content optimization being part of SEO and organic reach, and online advertising using pay-per-click ads, being the part of paid reach.