How will you know if your website is fulfilling its assigned task to help contribute with the growth of your business? We don’t get to spend Php20,000 to Php100,000+ covering website development and hosting for nothing, right?
Having a site is one good leap to your online marketing effort but what happens after you go live is another. It is not cool at all to create one and then leave it hanging in the vast sphere of the world wide web.
1. Is it seen by Google?
Make sure that all relevant pages of your site are being crawled by search engine bots. Run a basic site calling on Google search box to find out how your page is seen on the internet:
Result of the test is good for analyzing if your site is visible and if you are showing the right contents and links. Call your SEO (Search Engine Optimization) consultant and/or your web designer to fix the inappropriate pages that are appearing on the SERPs (Search Engine Results Page).
Make sure Google Search Console/Webmaster is installed on your site to have a better glimpse of first-hand data and diagnostics in order to achieve a user and search engine friendly website.
2. Is it ranking at least on the first page of Google using related keywords?
What kind of service do you offer? What is the possible top-of-mind terms/words used by your customers to find you online? Do not allow your competitors to take a ranking without a fight!
List all the possible keywords used in searching for your business then find out its importance and density using Keyword Planner of Google Adwords. You may also check the keywords targeted by sites similar to your industry and shortlist according to what you deem as the most effective.
3. How long are visitors staying on your page?
Install Google Analytics to get the bounce rate—it represents the percentage of visitors who enter the site and “bounce” (leave the site) rather than continue viewing other pages within the same site. (http://en.wikipedia.org/wiki/Bounce_rate)
The higher the percentage means the quicker they are to leave. High bounce rates typically shows that the site is not performing well and not getting continued visitors for several reasons but not limited to the following points:
a. Perhaps people going to the page don’t find it interesting
b. Content may not not exactly what they are looking for
c. Having a hard time with the navigation
These are not a good sign for Google bots; it may think that your page is irrelevant and may gauge a factor not to rank you well. What to do? Create a useful content for the readers; identify relevant and business-related keywords.
You can learn so much more information with Google Analytics like the number of site visitors, geography and website performance.
4. Is it getting leads?
Every page of the website should have a purpose. “Blog” pages should be read and shared. “About Us” page should be visited. “Contact Us” should received valid inquiries via the published email address or contact form. Your online marketing team should be able to monitor how many emails received in a month and which among this is converted to profit.
5. Are you building a social media connection?
Use a functional social media buttons on your website and create daily updates on your Facebook, Twitter, LinkedIn, Google+, among others. You don’t want to show an introvert FB account with few likers and posts done ages ago! So keep up the engagement consistently.
Here is a tip: when visitors clicked the specified social button, open that link in a new window/tab so you still keep them on your website while leading them to your social media profile (therefore bounce rate is reduced).
If you find some items very technical, you may start learning by online certification training program, attending webinars or hiring a digital consultant for three to six months; participate on the process and ask questions. Observe how she does the work, request for a tutorial, and then apply it on your own.
There will be hits and miss requiring intense patience and waiting periods but sooner or later, you will be an expert yourself and your site ranking on the top!
(Image courtesy of Stuart Miles at FreeDigitalPhotos.net)