Analytics

What good is having a great content if you can’t track how people are interacting with your site?

There are many good tracking packages out there, but one that works the best for most small to medium websites is still Google Analytics. It’s easy to install, easy to use and free.

In order to install it, you’ll need to put a piece of code on every page of your site, which is easily done by your developer. Once installed, you’ll be able to see a whole matter of information, including visitors, sources of traffic, conversions (once you’ve set it up in the account) and user behaviour.

The data from your Analytics package should inform your site’s content strategy as much as the keyword research. The keyword research tells you what potential visitors are looking for, the Analytics package tells you what existing visitors are looking for. Sometimes it’s actually better to work on improving the site based on Analytics data, rather than try to get more people to get to the site via search.