You need to verify the work of the agency that built a new website for you? Or maybe you want to decide whether your old site should be renovated? Start with checking the most important features of the website on your own.
Photo by: U.S. Naval Forces Central Command/U.S. Fifth Fleet
Firstly, let’s be frank about one thing – no independent check of a website can compare to an audit performed by specialists. An audit – which requires knowledge and quite an amount of work – is an analysis of a site and assessment of its optimization as far as SEO, usability, conversion etc. are concerned. A report that is the result of the audit not only demonstrates the weaknesses but above all suggests solutions to improve the website within a given sphere.
Anyway, you can test (more or less cursorily)...
I’m reinventing the wheel and summarizing why it’s good to keep track of mentions of your brand on the Internet. Then I’m suggesting how to do it and select tools suitable to the needs and budget.
Why it’s worth monitoring your brand
Is your brand talked about? Then it’s good. But do they talk about it well? If you don’t know then it’s not good.
Photo by: Craig Sunter
Your brand is on the Internet, whether you want it or not. And what will be written about it will stay there forever.
If you have your head screwed on you actively use the Internet in your marketing and PR. And you include the social media because you know it well that even Google takes social signals into account when assessing websites and building its rankings.
That’s why you find it important to:
Google has finally introduced the long awaited functionality in Analytics – the world’s most popular package to track website traffic. An ability to automatically exclude traffic generated by bots.
Photo by: Sergey Ivanov
Bots and spiders
Some sources indicate that over 60% of web traffic is generated by robots – a software created to visit websites automatically.
There are many types of “bots”. Some of them are “spiders” (or “crawlers”), scanning web content and following links. The most famous one is GoogleBot (and its equivalents used by other search engines) – cataloging the Internet and constantly updating the data in its gigantic database. Spiders are also used by various tools for monitoring content, brand mentions, etc.
How well your website performs can already be seen at first glance, for instance by the number of sales leads. But where does this result come from? What are the weaknesses of your website and what can be optimized?
You can find answers to these and other questions by analyzing user behaviors with the help of website traffic monitoring tools.
Photo by: Marcin Wichary
In the youthful years of the World Wide Web, when only a few companies had their website, web analytics was limited to a counter placed in the website footer. The value of the counter increased with each visit and displayed the number of visits from website beginnings. In other words, this was more a gadget than a piece of information that could be used in whatever way.
Then webmasters got interested in web server statistics...
Knowledge of the market, which is necessary for an effective business activity, means that you have a permanent access to up-to-date information about your clients and partners (which is the easiest), potential clients and partners (which is more difficult), legal and political environment (which is doable) and, probably above all these things, about the competition (which is not that easy).
Competing for the market takes place across many spheres. One of those is the Internet and more specifically, on-line marketing and PR. An array of possibilities offered by the new technologies -which allow precise targeting of campaigns, on-going optimization, unprecedented measurability – also allow you to monitor the promotional activities of your competition more easily than before.