Online Marketing Consultant

Written by John Tanner

Eliminate Guesswork and Increase Conversion -- Part 1 --

Many companies hire a Search Engine Optimization (SEO) expert or firm simply to increase their monthly visitors without consideringrepparttar quality of those visitors. The end result is decent rankings and traffic, but poor returns.

In this article, John Tanner of (POSITIVE POSITIONING) explains techniques to increase visitor conversion by improvingrepparttar 128003 quality of site traffic and guiding prospects towards a desired action.

Key Phrases Influence Visitor Volume and Quality Key phrases have a direct impact onrepparttar 128004 quantity and quality of visitors you can expect to your site. Optimizing your web site forrepparttar 128005 wrong key phrases will cost you time, money, and valuable leads/sales.

Visitor quality refers to how well visitors fit into your target audience, which significantly affects your Return On Investment (ROI).

Search Engine Optimization experts use a combination of client suggestions, software, resources, testing, and common sense to determinerepparttar 128006 most advantageous key phrases based on a client's particular goals.

Although extensive research goes into key phrase selection, it is highly educated guesswork at best and focuses mostly on visitor volume rather than quality. Many SEO experts will analyze popularity vs. competition, and use a short-term bidding strategy to test their selections. However, to measure quality we need conversion metrics to understand which phrases and referrers driverepparttar 128007 most inquiries and/or sales.

Analysis Software and Services Tend to Fall Short Log analysis software and similar products provide valuable information for SEO experts. Some ofrepparttar 128008 most valuable information includes: ·Total visitor volume ·Unique visitors ·Average session duration ·Top entry pages ·Top exit pages ·Top referrers ·Search engines ·Top key phrases ·And more

Most of these products aggregate visitor data. They show us averages and treat all of our visitors as if they were part of a single group. While most analytical products and services give us insight into our visitor volume and where it originates, they generally do a poor job of informing us of visitor quality.

NetIQ deserves some credit for their WebTrends Reporting Series 6.1 (scheduled for release in July of 2003), which uses client-side scripting technology and a proprietary data file (they call it SmartSource) to get at conversion metrics. However, client-side scripting can cause problems, particularly dealing with relevancy scoring and browser compatibility. But NetIQ does a better job than most if you choose to go that route.

Log analysis software is a necessary component of any SEO campaign, but additional tools are needed when it comes to measuring and reporting visitor quality.

Focusing on "An Audience of One" Believe it or not, visiting a web site is generally not a group event. To maximize quality traffic we need to treat our visitors as individuals.

If visitor quality refers to how likely visitor fits into our target audience and performs our desired action, then we need to focus on those visitors that take our desired action to improve overall visitor quality.

Forrepparttar 128009 purpose of this article, let's sayrepparttar 128010 goal of your web site is "Lead/Inquiry generation." Therefore,repparttar 128011 desired action is for visitors to fill out your online form(s), which enables you to persuade them to takerepparttar 128012 next step in your sales process.

You increase overall visitor quality by increasing traffic fromrepparttar 128013 web site referrers, search engines, and key phrases that have a track record of delivering "target visitors." This means re-optimizing your SEO campaign forrepparttar 128014 key phrases and referrers utilized most often byrepparttar 128015 visitors that take your desired action.

Differentiating Target Visitors from General Visitors To truly improve visitor quality, you have to track your visitors carefully and pay particular attention to target visitors.

Once a visitor fills out a form(s), you are able to categorize them as a "Target Visitor". A percentage of your target visitor population will be inrepparttar 128016 initial stages of their investigation process and not fill out your form(s). This is expected, and you won't be able to identify them as target visitors at this point. We aren't focusing on visitors likely to fill out our forms; we are focusing on those that take action.

It is acceptable to group all of your target visitor information together, but you don't want to combine target and general visitor data. We've covered some important background information, now lets take a look at how to track web site visitors. (End of Part 1 - 692 words including title)

-- Part 2 --

How to Track Your Visitors If you aren't opposed to many hours of tedious manual tracking,repparttar 128017 most inexpensive method of analyzing visitor patterns atrepparttar 128018 individual level is to wade throughrepparttar 128019 web site's log files.

Usingrepparttar 128020 Log File method, you start fromrepparttar 128021 bottom ofrepparttar 128022 log file and work your way towardsrepparttar 128023 top. I recommend analyzing only a month of data at a time with this method.

Spiders 101 What are Spiders and How do they Work?

Written by Joelene Wickens-Orlando

When I first came across this word “spiders”, I had no clue what it was, what it did, or how it worked. (We’re not talking aboutrepparttar hairy 8-legged creatures). I decided to conduct my own research and to talk to some webmasters to get a better grip of exactly whatrepparttar 128002 purpose and function of spiders are. With this knowledge and understanding of spiders, I thought I would share what I have gathered on spiders. Let’s beginrepparttar 128003 Spiders 101 tutorial.

Spiders are applications that crawl (henceforthrepparttar 128004 definition)repparttar 128005 web, indexing and retrieving content, usually forrepparttar 128006 benefit of search engines, information resources and news organizations. As spiders travel, they become responsible for a bit of traffic that gets counted in traffic statistics and ad campaign reports. That still sounds a bit confusing after that description, doesn’t it? Let’s break it down a bit to simplifyrepparttar 128007 process.

  • Most ofrepparttar 128008 popular, heavy-traffic, search engines onrepparttar 128009 Internet today are spiders or crawlers that move alongrepparttar 128010 web in search of web pages to index in their databases.
  • Feed a spider a single URL, (let’s say we’re trying to find discount beauty salon equipment) andrepparttar 128011 first thing it will do with that page is harvest allrepparttar 128012 links on that page and put them in a queue for a future visit.
  • This wayrepparttar 128013 movement ofrepparttar 128014 spider is self-perpetuating as it is programmed to visit these web sites, one by one in it’s queue. Then, secondly, a crawler will make note ofrepparttar 128015 title ofrepparttar 128016 page.

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