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'Search engine optimisation is not just about ranking well.'
When you are cold called by phone by any search engine optimisation company offering their SEO services, one of the important things you should ask them is,
“What about visitor conversion monitoring, tracking and updating?” If they really are good at their job, they should be able to explain, the importance and benefits of actual keyword, search engine, referral and direct tracking to visitor conversion rates including bounce rates, funnels, goals and returning visitors.
If not, put the phone down. It may sound a bit of a mouthful and complicated jargon; however, it is more simplistic than that. Here we break down all the information we collect using smart analytics after we have optimised your site, what it means and how we can use it to better understand and ultimately help convert to business for you.
Visitors – This is how many people have visited your website after optimisation. This is split several subcategories:
- Visits – how many people visited your site in a numerical total.
- Absolute new visitors – this is numerically how many people have not visited your site before from the above total.
- Page views – How many pages in your site where looked at by your total amount of visitors as a numerical figure.
- Average page views – We work out the average of page views per visitors as a number.
- Time on site – We will ascertain the average amount of time that your visitors spend with your site in real time measured in seconds, minutes and hours.
- Bounce rate – This is how many people have actually clicked a link to visit your site but not waited for the page to load, which is displayed as a percentage.
- New visits as a percentage.
This is just the first step in total smart analytics, with each section being used to help improve site performance. Tracking visitors means we can see if there is any rise or decline is your popularity. Absolute new visitors mean you and we can see how many potential new customers you have attracted. Page views help us ascertain if there are any bottlenecks within your sites where you may be losing potential customers. Time on site can be used for many purposes, including to see if your site is pleasing in its aesthetics for its visitors. If it doesn't look good, or is annoying, people will leave quickly. Bounce rate helps us find out if your server or hosting is up to speed or if there are any common phrases that you receive visitors for that immediately leave your site. New visitors as a percentage informs us of the rate of potential new clients.
Traffic sources – No matter where you visitors come from we are able to record and log it, and exactly how deep into your site they venture including tracking them to a 'Thank you for your order on enquiry' page.
- Overview – Gives a basic easy to view overview of the top channels of traffic generation.
- Direct traffic – Visitors manually typing or copy and pasting the URL into the address bar.
- Referring site – Sites other than search engines.
- Search engines – The search engines and the keywords that brought you visitors
- All traffic sources – Brief over view of all the above channels starting with the highest.
- Keywords – The list of keywords from search engines generating visitors.
- AdWords – Tracking URLs are used to distinguish the difference between paid and non paid.
- Campaigns – Other pay per click channels are also tracked.
When we collate the above information we are able to see what part of the optimisation is working best, what can be improved and check to see what converts the best. We can also track pay per click campaigns to point of contact or sale to see which keywords best work for you and your site to minimise cpc costs and maximise conversions.
Content overview – Enables us to see which individual pages within your site perform the best.
Goals and conversions
Tracking goals and conversions is vital to the ongoing success of an search engine optimisation campaign. At a glance through our smart analytics, we can tell exactly what your 'business keywords' are. This is highly beneficial for keywords that you rank pretty well for, and enables us to concentrate our efforts on gaining search ranking for these phrases.
- Total conversions – We can tell you at a glance how many orders/enquiries you received
- Conversion rate – The actual rate shown as a percentage of conversions to site visitors.
- Goal verification – Which actual pages received the verification ( thank you for order or enquiry, etcetera )
- Reverse goal path – We can see how the buyer/enquirer navigated through your site to complete the enquiry or sale.
- Goal value – We can assigned a numerical value to each successful goal, to tell you at a glance who much revenue you could expect (perfect for pay per click campaigns, comparing what you pay per click spend is versus monetary sales).
- Abandonment rate – How many people have tried to place an order and cancelled during the process.
- Funnel visualisation – Which page in your site that customer came in tracked to to the completed form or sale.
Not only is this ideal to track your conversions, but we can also check up on 'lost enquiries' to see if the customer did actually place an order, by checking right down to the town they live in if they did actually visit the site or thank you for your order/enquiry page. This is just a brief overview of how we use smart analytics to get the most from your optimisation package to help you gain more sales or enquiries.
You can either have full access to the complete stat package to view as you wish, or we will send you weekly or detailed monthly reports, designed to your specification.
For a tailor made search optimisation package, contact Optimera.co.uk directly.
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