Monitor usage to ensure that your web site is working effectively

‘Monitoring search engine rankings, web site usage and traffic patterns are often treated as afterthoughts; but they really are important……’

Search Engine rankings
Search engine rankings, to a large extent, determine the number of visitors to your web site. And, of course, the higher the rankings; the higher the likely number of visitors; and the greater the likelihood that your site will deliver the required business benefits.

During the initial development, your site will be optimised to maximise search engine rankings, but this is not an exact science – the search engine companies do not publicise their method of allocating rankings, and an element of educated guesswork has to be applied to the optimisation process.

Subsequent monitoring and fine tuning will almost always result in further, sometimes substantial, ranking improvements and increased visitor traffic.

Web site usage and traffic patterns
Many web site owners take a keen interest in usage patterns and use this information to gauge the need for adjustments intended to deliver better marketing visibility, increased product sales, and other desired benefits.

Typical questions for which monitoring can provide answers include:
•   How many people – potential customers - visit the web site, and does this change over time? (Perhaps monitoring will point to a need to regularly freshen-up the site by adding or changing content)?
•   Which are the most popular pages? (Are these the pages that you want to be most seen? If not, does the design need to be adjusted to better emphasise your key pages)?
•   How long on average do visitors stay on the site? (Is this, for example, long enough for your marketing messages to be conveyed? If not, how can people be encouraged to stay longer)?

Monitoring services
Monitoring search engine rankings, web site usage, and traffic patterns helps ensure that your site is working effectively. We can do this on your behalf or provide you with advice and facilities that enable you to do it yourself.