In previous articles we’ve discussed the importance of SEO, analytics, and tracking your website traffic with articles like, Tracking Traffic on Social Networks. What we’re going to do now is take this process one step further. Setting goals related to SEO improvement can be very beneficial to the growth of your company’s website branding. Once your marketing team/department gets in the swing of things as far as planning is concerned, you can comfortably say you’ve created and applied your own strategy. Continuing this process may seem difficult at first, but after you discover where your strengths and weaknesses are you are on the fast track to a successful online marketing campaign.

Primarily, after you have utilized an analytic system to track your web campaign (such as Google Analytics or SEOmoz for example) exporting reports for your own record are very beneficial. If you have set a goal for followers on twitter, fans on facebook, or perhaps you want to see an increase in blog feedback, setting timely goals assist in this process. Whether you decide on a weekly, bi-weekly, or monthly report, you can compare the data of increase by exporting these reports and discussing the results with your team. For example, “In-Page” analytics are especially wonderful if you need to decide on which areas of your site are getting the most clicks. This function enables the user to visually detect which areas of the site are either:

A. Problematic (weak areas)

Problematic areas: areas on your website that need some improving, but are still able to be transformed into better content. This can also relate to design or images. If your company works in the signage industry and you have examples of your work posted, and after viewing the amount of clicks on specific pieces some are lower than others, you may want to re-think the placement of that image. Content on blogs is a great example to use, because information is primarily what a potential client looks for when they are browsing your site for reasons of interest. Record or export a report after meeting with your marketing consultant, and try an approach you feel will help increase the amount of clicks you have. Once you have put that plan into place, compare your results within two weeks (or a month) and the change in the number of clicks should give you a good idea of what direction you need to go in with the page/information provided.

B. Assets (strong areas)

The “winning areas”! These are areas on your website that receive the most amounts of clicks. The information or design is impeccable and your viewers seem to like something about this area (hence the reason why they’re clicking on it so frequently). Although these areas are doing wonderful, this is not where the work ends on your part. From a marketing perspective, asset areas are all the more reason to want to enhance your productivity within those specific divisions. It is very important to identify your strong points, because with that you will be able to have an appealing platform to work with. These areas help establish your sites mood, and interest factor. Once you’ve uncovered what makes your viewers happy you can continue to make them happier. (This is why feedback is always very important).

C. Empty (areas that should be omitted)

These areas are usually not going to aid in the progress of your website relevance. If you notice an area similar to an “empty area”, you are not receiving many (if any clicks) on these links/pages or segments of information. Empty areas are discarded after careful consideration in the sense that there wouldn’t be anything you can do to tweak or improve the content/information. The less irrelevant information, the better.  Every marketing professional’s goal is to improve your engagement connection with your target audiences/potential clients, not to deter them and draw them away.

Do you know what areas on your site are categorized within these three sectors? Perhaps your website is doing well, and you don’t need much assistance with identifying your weak and strong points. If so, enhancing the interest among your asset areas is something you will want to continue adding onto your “To-Do List” (or as we like to call it “Social Media Priority List“).

Let us know your thoughts on this analytic strategy.