Whether you’re a business owner or a blogger, one thing is certain: tracking your website performance is crucial for short and long-term growth. The most important questions you’ll ask yourself about your progress can only be answered through website tracking and analytics.
“Analytics is arguably the most important element of a successful digital marketing strategy,” says Silverback Strategies, an analytics consulting company. “Just as a doctor wouldn’t diagnose a broken bone without seeing an X-Ray, a business wouldn’t adjust its marketing budget or implement a new digital strategy without knowing how current initiatives perform.”
If you don’t have a proper system in place to capture, manage, and analyze data, you should start paying attention to it. After all, your visitor behavior affects SEO. Here’s what you need to know why it’s so important.
Know More About Where Traffic Is Coming From
Sure, you might have noticed a spike in traffic and page views. But where is that traffic coming from? Understanding this important metric can open doors to much bigger potential. Your analytics can tell you whether your visitors are coming from paid ads, referrals, or organic search.
For example, let’s say you checked your page views on a Monday morning and noticed that you had more visitors than usual. This is where you might discover that your website was linked in a popular blogger’s post or publication. You can then even use this knowledge to promote your value across social media and other marketing efforts.
Get To Know Your Visitors
The better you know your visitors, the more refined your marketing strategy will be. Everyone wants to have as much information about the type of people visiting their websites as they can, and analytics are the key to doing so.
For example, you might discover that a disproportionately large number of users are visiting your website via mobile. Or, you might even learn that many visitors are coming from a Spanish-speaking country and that a site translation option would be a good addition to help capitalize on those users. And lastly, you can glean even deeper insights about your audience, like their age and various other demographics, depending on the type of analytic platform you’re using.
Hone In On Your Best Content
The ability to get a bird’s eye view of all your content can help you see which content is performing best, and which content you should consider staying away from. You’ll be able to see how many page views each piece of content is getting, how long visitors are staying on those pages to absorb that content, and much more. From here, you can make educated decisions about what to do to improve your overall metrics. For instance, do you need to improve the overall quality of the content, include better CEOs, or shift your focus? These are all questions you should be able to answer.
Know Your Bounce Rate
A bounce rate is when a visitor gets to your site and leaves right away. There are many reasons a visitor might “bounce.” For example, they may have noticed right away that your website doesn’t offer what they are looking for. Or, they arrived at your website by accident. And a popular reason many people leave a website immediately is that the page takes too long to load.
Either way, the ability to analyze your bounce rate and understand why people are moving on can prove instrumental in improving your bounce rate. For example, are bounce rates higher on certain pages than others? Perhaps there’s a misleading meta tag or description. Are people leaving your homepage fairly fast? Perhaps you’ll need to conduct a speed test to see if your slow loading pages are hurting your impressions.
Build Based Your Referrals
As previously mentioned, you will be able to see where your traffic is coming from. And in this case, you can create effective strategies based on your referral traffic. If you notice that you’re getting a decent amount of traffic from a particular source, you might start identifying similar sources where you can also get referral traffic from, and reach out to them for guest posting opportunities, for example.
Partner With Other Businesses
Just as you’d identify inbound links and referrals, you can also take a look at where your users are clicking on your site. Let’s say you run a local coffee shop and have a blog that discusses the ins and outs of running a coffee shop from a business perspective. You notice that many users are going to a marketing website you link to. This is a solid chance for you to reach out to other businesses for cross-promotional purposes and potential business partnerships.
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