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This blog was originally published on Cupcakes & Websites website here: The Largest Canadian Google Analytics Study Ever Done
Average number of visits to a website:
2016 – 14,267
2015 – 15,700
A decrease of 10%
A decrease in average traffic would indicate you can’t have the “build it and it will come” attitude. You have to be doing something on your website that gets people to come back again and again. No you don’t need SEO (search engine optimization) if you’re creating amazing content for your intended audience.
Monitor you traffic. One past almost client (they never said yes) asked if they could talk to us about their “new” website and why they lost 80% of their traffic. Get a monthly report from your website provider at the very least just to ensure someone is reading what you publish!
Average number of visits from search (traffic from Google):
2016 – 7,513
2015 – 6,150
An increase of 18%
Ever since we’ve been measuring websites in Google Analytics it’s always been an anomaly about how much traffic comes from search. And not just our website, EVERYONE’S, yes yours too! You just need to understand better what Google is looking for. Search in powerful, if someone if looking for what you sell, the odds are they will search for it eventually. Make sure when your potential customers search for what you provide, you come up!
Everyone needs a Google Strategy.
The average growth (loss) of traffic:
Total traffic – (10%)
Organic traffic – 18%
Facebook traffic – (.08%)
Traffic fluctuates. Google gives you some tools on seeing what the average search volume is for specific terms over the twelve months of the year to see when search peak.
SEO is an ugly topic. Lots of hearsay floating around with little evidence based opinion. Many assumptions, rarely facts that you can trust. It’s not my intention to tell you how to do SEO, no no, like they say, there are many ways to skin a cat! This is simply my findings over the past five years.
First of all we’re going to simplify what you’re doing with your website. Set one goal, one page must be more important than every other page. Pick three keyword phrases in your industry, those are your first three goals. Then develop your outreach strategy (how other websites will link back to your websites). Determine what you’ll update your website will ongoing forever and ever amen, and you got yourself a perfect little search engine optimization strategy.
If it isn’t as easy as described above than come along for the ride, you aren’t alone!
First, you don’t need traditional SEO if you are;
For everyone else here are a few starting points to give you enough information to piss off your I.T. manager at the office.
The slides I go through in the video are included in the Slideshare below. Some of the images aren’t the highest quality in the presentation, if you want to look at the specific reports referenced, scroll down I’ve included them in this post!
You have to start somewhere with measurement, Open Site Explorer is a good place to start. It’s also a Free SEO tool you can use. We use Domain Authority as a central metric to compare websites to each other. If you want to learn more about Domain Authority check out this blog here (What is Domain Authority? And why do we use it?). Read more
In the real world if your store has a better location, if you can get in front of more people, if everyone can recognize your store from a mile away, you have a distinct advantage.
The Internet doesn’t work that way.
If you rent space in the West Edmonton mall beside a popular retailer you’re sure to increase your foot traffic. The catch is, retail space beside Holts, the Disney or Apple store will come at a premium.
When you build a website it’s like you put your store in a farmers field somewhere near Grenfell, SK. As your site acquires more links, is updated more often, you move closer and closer to a bigger town (more “traffic”). The front page of Google, the epicentre for qualified traffic, takes time and deliberate effort to get to the front page of and every day it’s getting more and more competitive.
as one website goes up, another has to go down. All four major players in the market can’t rank number 1. As one company builds links and increases their rankings, other websites feel the equal and opposite reaction. If you don’t start being proactive about your online presence you’re going to see you traffic decrease from Google.
And I’m not sure if you’ve checked your traffic sources report in Google Analytics lately, Google organic search is probably your websites largest traffic provider. Might be a good idea to build a strategy to increase that traffic from Google.
You could advertise on Facebook or LinkedIn or reddit or the Leaderpost.com. Telling more people to come to your website should help you get closer to your goal.
You have defined a goal haven’t you?
You need a contact us page so people can get a hold of you. You need a products page so people can see your new products regularly. You need a staff page so potential customers can see ‘who’ they’ll be dealing with if they so choose to set up an appointment. But no one really needs a website, a website is a tool, a tactic within a strategy. The sooner you recognize this the sooner you can being to use your website to its full potential.
No one really needs a website, companies need to be found, they need to be searchable, within a couple words hopefully. So that in the moment when your next customer has a problem, they pick up their phone, pull up Google and search for (insert your company’s keywords here) “funny marketing speaker Regina” and boom you’re right there.
Domain Authority is one of the most effective website measurements because you can benchmark against your competitors, see the impact of your SEO efforts, and set future goals based on a quantitative outcome. We use Domain Authority to measure the websites we manage. It’s an objective indicator for how your website will perform in the future. You want to see your Domain Authority increase over time.
If you start with all the qualitative malarky (focusing on design and feel and making it “pop”) sooner or later you’re going to be fired. That’s a certainty. If you really want to impress the boss start with some substantial quantitative metrics. Hook up Google Analytics and you’re off to the races. If you want to get more technical you’ll have to consider using a company like Raven or Moz (the company we use).
When dealing with website measurement, Moz is pretty much the bees knees. Out of Seattle Washington, they’re like a small vigilante group of online special forces who ensure your website is firing on all cylinders.
Domain Authority is Moz’s best prediction at how well your website will rank in search engines. This is a number calculated from many different data points from all over the internet. Every page on the internet has a page authority, also a number out of 100, this would be that specific pages’ ranking potential.
Every page on your website has a page authority and together those combine to make up your Domain Authority. It’s a relative metric in that your competition will have a similar number and whether it be higher or lower, generally you can explain why one website is ranking better than another based on Domain Authority. It doesn’t always mean a higher domain authority will always out-rank a lower domain authority, but higher domain authorities always have a better chance of ranking higher in search engines.
It’s a standard metric that can be compared to all of your competition. It’s the number you can use to test your hypothesis’s of what works and doesn’t work when it comes to your online strategy. If you increase Domain Authority, you increase your organic traffic.
The coolest part? You can look up your websites Domain Authority by using this tool called Open Site Explorer.
In a tech economy with four major players (Google, Facebook, Amazon, and Apple), Fast Company’s Farhad Manjoo describes what Google has as “a coherent, long-term strategy to fight the tech war on every front.” While the other three are leaders in a specific area, Google’s strategy can prevail on three different time horizons: today, next year, and the far-off future.
Amazon has become the online shopping leader, Apple’s iPhone garners 3/4 of the world’s mobile phone profits, and Facebook has, by far, the largest social network. Despite this, as Apple fan and blogger John Gruber puts it, “Google is getting better at what Apple does faster than Apple is getting better at what Google does. Google, despite trailing in mobile profits, Google’s Androids account for nearly 70% of mobile units sold worldwide — a total that has sparked competitive action from Apple in the form of the iPad mini release and talks of a cheaper iPhone. What few may realize is that Google has 330% more ebook titles available than Amazon. Finally, Google crushes Facebook in online ad revenue and, despite possessing a smaller network, collects more data from its users.
How can data-dependent app developers compete with Google? How can other search engines improve at a competitive rate? The fact that Google’s mobile advertising game is unmatched is an indication that, in our increasingly data-driven world, if you’re winning data-mining then you’re well on your way to a sustainable competitive advantage; something hard to come by in a turbulent tech world.
What This Means for You:
For the purpose of this post I’m going to focus on business owners. As a business owner, Google’s strength means two things:
Google’s data-mining capabilities are reflected in its Google Analytics tool, allowing you to do what they do in a smaller way. Google Analytics should be the backbone of any company’s marketing plan. Educate yourself before you spend a single dollar.
Use tools like SEO-Moz to evaluate and improve your search engine optimization. Google’s success and our increasingly referral-based world will have your business’s success depending on where you come up on Google and what people are saying about you. It’s as easy as our mantra: Create, Engage, Share, Measure.
Have you ever heard about a company and look up their website to find what looks like a Chimpanzee’s art project in MS Paint? Five years ago you could get by without a website and still do business just fine. Today very few companies can get by without having something resembling their brand online.
Today just having a website doesn’t suffice. If Google can’t find your website you’re not going to acquire search traffic. If you’re not putting anything worth while on your website no one’s going to care (no your newsletter doesn’t count as something people care about).
People buy from people and companies they know, like and trust. Here are six things you can do to make your website stand out and be more trustworthy.
1. Have your contact info (e-mail and phone number) very easy to find on every page. Make it easy for people to ask a question. If it’s difficult to find your contact info it feels like you don’t want me to contact you. Unless of course you in fact don’t want people to contact you ignore this one and move on to two.
2. Give your “About Us” page some love. Of the websites analytics I’ve seen, the About Us page is by far the most popular page other than the home page. Your potential customers want to see who you are before they do business with you. The more the can find out about you before you meet the better. Lots of pictures and video if at all possible.
3. Have blog posts that get comments, Retweets, Likes, Shares, etc. The more social shares and comments a website has, the more you know people actually give a damn about what they’re writing about.
4. Have links to your company/personal Twitter accounts, Facebook Pages, Google+ Pages, Pinterest Pinboards, LinkedIn Pages. But only on the very important caveat of “if thou shall keep a link to a social network on thy website, be certain to stay active on thy social network”.
5. Display badges of associations, affiliated websites, and awards you have won. If you’re a home builder a link to the Home Builder’s Association makes a lot of sense. Being on the AdAge Power 150 or completing a course in Google adds a lot of credibility to your company. As long as it doesn’t seem sleazy or to cheesy, include your Best Employer award, Your Customer Service Award, Your JD Power & Associates, heck if you win a Juno, put er up! If you’re winning awards you must be doing something right, right? If you’re associated with websites that add to your credibility ensure images and links to those sites are visible.
6. Include testimonials either on the home page or one click away. People often hide their testimonials or keep them on a page deep in their website. If you’re as good as you say you are, other people will say really nice things about you. Put what they say on your homepage. There’s no more powerful marketing than a recommendation from someone with authority.