You have an optimised website and your online marketing is going well. The trick is to keep it that way. To keep a healthy visibility and be successful takes more than a good looking website and an excellent product. That is why holding onto your favourable search results page ranking is an ongoing task of knowing what is happening, what your customers want and what your web traffic really means.

An invaluable tool here is to analyse the statistics pertaining to your web traffic and knowing what the data means. When you are confronted with the statistical analysis of your web traffic, you must be able to know what each figure means for your business. A good Search Engine Optimisation company can help to manage your analytical data, so what may look like a stream of indecipherable numbers, words and statistics, can actually make sense and be seen in context to become applicable to your website.

Get inside your visitors’ heads with traffic analysis

Analysing the actual traffic statistics will show you what the people are doing who come to visit your website.  It can show how they found your website (name of search engine, whether they followed a link from another site or typed your web address straight into their browser) and what pages they looked at and for how long once on your site. It can also tell you where your visitors come from in the world, so you can see if you need to think about starting to provide your services or products internationally because of demand. You can also target landing pages specific to each country, giving country-specific information about the products or services you provide.

Getting a huge amount of traffic does not necessarily mean this is profitable to your business. Simply gauging the effectiveness of your website by looking at the amount of hits you got will give you a distorted idea of the success of your traffic. Traffic is only profitable to most websites if those users visiting become customers.

Look at the amount of time each visitor stayed on your website as this will show you if your keywords are bringing the right type of traffic or if you need to make changes. Users who quickly leave your website are obviously not finding what they want when they land on your website, whether it is one your homepage, a sub page or a product page.

Quick exits mean there is a problem and must be addressed. If your visitors linger on pages that you think are not greatly important, you can move certain things such as marketing and sales information to those pages. Your traffic analysis will give you invaluable information to improve your website and adjust your Search Engine Optimisation campaign as it progresses.

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