A core process of crafting a well performing online marketing campaign (and improving the user experience in general) is understanding how visitors search for, find and interact with your website.
Whilst we have an array of tools to hand which provide us with insight into keyword data, bounce rates, user trending and so forth, much of the actual analysis is done by hand.
Analysis packages tend to be very good at providing and organising raw details (right down to minutia such as the visitor’s screen resolution and operating system), but there’s a gap in the process where human interpretation is simply nescessary – no matter how accurately the tool can analyse statistics, it can’t make an intuitive leap to a solution which will, for example, encourage visitors to stay on a page for a longer period of time.
Interpretation of these data sets is the most important aspect of ongoing search engine optimisation campaigns, and the core of our SEO advice is drawn from developing meaningful conclusions and reccomendations from the statistics, then monitoring the results.
Thankfully, the days of crawling through raw server logs to gain insight into visitor behavior are behind us. With incredible tools such as Google Analytics, which cleverly segment and organise the information, we can streamline much of the data gathering process, and focus more attention on understanding and formulating search strategies. For organisations competing in paid as well as organic search, we can view the comparitve data sets on together one platform, and optimise marketing campaigns to create an efficient balance betwen organic SEO and Pay Per Click (PPC).
The Practical Upshot?
Increasingly, the tools we use are becoming more intelligent, allowing us to gain a greater insight into what users are looking for and how they find it. By understanding these processes, we may continually refine a website’s design, content, structure and marketing messages to improve conversions and ROI.
We’re proud to announce that we have recently begun to work with a new array of intelligent tools which allow us to gain much greater insight into visitor trending and behavioral analysis. We aim to be able to use these tools and our ability to interpret their results to offer a much more insightful overview, and more precisely targeted suggestions to our clients, which will lead to greatly increased results, and higher ROI.
Some of our exciting new offerings will include investigating and reporting much more detailed visitor demographics, monitoring cutting edge emergant search terms and keyphrases, and monitoring competing sites and link partners in much greater depth – and we invite you to contact us to see what it’s all about.
