The Spider world

In web marketing, websites are often taken for granted. They are viewed as unchanging and fixed platforms. SEO services focus on driving qualified traffic to your site, display campaigns centre on creating clicks and raising your online brand and the same goes for other mediums such as social media and mobile search. Online is the same as offline – we want to get people over the threshold.

Online, we have an advantage. In the real world, the customer can only access you via the front door. In the online world it’s possible to direct customers to a specific page whether a product or category and it is this approach that makes SEO and other campaigns work. Effective online marketing campaigns will not generate thousands of clicks – they will identify users who have a specific need and direct them to relevant content on the site.

With analytics, many people fall into the trap of seeing this process as simply reporting. The problem is that reports can only show us what happened and not why. If for example you have two keywords – ‘tennis balls’ and ‘basket balls’ – and the conversion rate on the tennis balls is 50 per cent higher than basket balls you may assume that tennis balls is a better keyword. However this may not be true and the figures may change the following week.

Analytics is about understanding what is behind the figures and this take more than setting up a few reports to run. You need to get behind the data and start to understand the trends.

At www.searchengineoptimisation.co.uk we offer a range of SEO services including search engine optimisation analytics.

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