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5 Questions You MUST be Able to Answer about Your Website

People often contact me about their lack of success in online marketing. In almost every case, the problem is the lack of traffic.  But when I look at their site or ask them about it, they cannot even answer the following basic questions.

In internet marketing, if you don’t know where you are,  you cannot figure out how to get to where you want to go.

1. How much traffic do you get now? Half the folks I talk to don’t have any analytics installed on their sites. For them, at best, they rely on the hosting statistics. In those cases they don’t understand the difference usually between “hits” and page views. Generally, most people “think” their traffic is poor, but they do not know exactly how much they get. It’s sort of like being poor and not knowing how much money you make.

2. Where does your current traffic come from? Again, over half the people don’t have a clue.  For example, I recently had someone look in their Google Analytics account for this information. They were getting almost no traffic from the search engines. Most of their traffic was coming from twitter and Facebook. Yet almost ALL the marketing work they did involved  search engine traffic over the past 6 months. The stats clearly showed they needed to refocus and/or retool their methods.

3. What are the keywords used to find your site with? This is a biggie! The keywords bringing the current traffic may NOT be the keywords you are even optimizing for! This is extremely common for those people not paying attention to analytics. Knowing this information helps not only fix what is not working, it also allows you to ramp up and take advantage of things that are working but have not been optimized. There are often many surprises in the list of keywords which are attracting traffic.

4. What do visitors do when they arrive at your site? This is huge. If the average time on site for visitors is a few seconds, Houston, we have a problem! I don’t care if YOU think your site is great, only the stats matter. You simply have to know if people are quickly clicking the back button and/or are not navigating within the site. The truth hurts, but if you need to know how much time people are investing in your site. The site will only succeed if they see value and stick around a bit.

5. What do visitors at your site click on or look at? I would say 99% of business owners have no idea what a “heat map” is, or what it is used for. A heat map tells you exactly what part of your website people are looking at when they visit and what they click on. This tool is indispensable in determining the effectiveness of your web site’s design. Unfortunately, heat map services are not free, but they can be had as cheap as $9 a month.

It’s all but impossible to succeed online at any level without knowing the answers to these questions and adjusting your marketing accordingly. Fortunately, there is a simple and free solution (except for heat maps) to easily answer these questions: Google Analytics! Install it and use it!

How to Analyze a Web Page to Increase Traffic

So you want to increase traffic to your site, or multiple sites?  The way to do that is to concentrate on the analytics of a few pages, rather than trying to deal with hundreds of pages. I am assuming that you have Google analytics installed on your site. If you don’t, shame on you! It’s free. And let me ask you this. If you don’t know where you have been how can you know where you are going?

Get the Data from Google Analytics

Go to Google Analytics and find the top 5 pages on your sites that are getting the most traffic. This doesn’t mean finding the top 5 pages from each individual site – it means the top 5 pages overall. Just make a list of these pages so you can easily refer to them as you go through your analysis – you can use Word, Notepad or Excel for this.

Analyze Keywords People are Using to get to Page

Take the first page in your list and go back to Google Analytics and look at the keywords that people are using to get to that page. This is how to do that:

1. Click on Content from the left menu in Google Analytics.
2. Click Top Content.
3. Click the actual url from the results that appear on the right hand side of the screen.
4. On the page that appears, click Entrance Keywords under Landing Page Optimization section.

This will provide you with a list of keywords that people are typing into Google to get to your page.

Add these keywords to your list – you only need to add the first 10 keywords or so.

Check on Google ranking

Now head over to Google and see where you are ranking for each of those keywords. Add those rankings to your list.

Open up the free Google Keyword Tool and type in each of your keywords to see how much traffic each gets – (we use the ‘Exact’ option and look at Local Monthly Searches). Add that to your list as well.

Analyze the Data

Now we are ready to analyze the data we have put together to see whether that page is worth working on. At this point, your list might look something like this for your first page (note that I made up the figures, so don’t waste your time going to Google to test these figures):

Now open up the actual page and take a look at the content on that page. Ask yourself the following questions:

• Does the content on the page match the keywords I am ranking for? In other words, if people are typing in ‘diamond ring’, ‘classic diamond ring’, ‘best diamond ring’ and so on to get to your page and your page is about ‘emerald diamond rings’ then something is wrong. All you are going to get is people clicking the back button to find another site with diamond rings. If this is the case then simply change the content on your page to match the keywords people are using to get to your site.
• Is the content on the page helpful? – I can almost guarantee that if your page has less than 300 words on it, then it is not very helpful. You might think that creating a short snappy review will get people to click through to the merchant but I can tell you from experience we haven’t found this to be the case. Make your reviews long and helpful….around 1000 words.
• Are there a lot of distractions on the page? – If you are promoting a particular product on that page then that’s all you should do. Don’t go adding Google Adsense and other pop-ups and widgets and flashing ads.
• Is the product worth promoting? – We’ve said this many times and we will probably say it many more times…there is no point promoting a product that isn’t worth promoting. Don’t just pick a product because you will get a healthy commission for it – choose products that people love. In other words, look at the reviews for the product and see what people are saying. If you choose a quality product to begin with then you will be streets ahead of  those who randomly select products to write about.
• Will I get enough traffic to this page? – Since we asked you to find your top 5 pages, you are already getting traffic to this page but you will also want to see if you have the potential to get even more traffic. So check your list and see how many people are searching for those keywords. If I were already getting traffic for the keyword ’diamond ring’ I would be working hard to get that page to the number 1 spot.
• Can I improve my ranking for those keywords? – The answer to this is always ‘yes’. Unless you are in the number 1 spot already, there is always the potential to increase your ranking and get even more traffic. This might involve checking out the competition to see how difficult it might be but in general for product type keywords, it is often quite easy to move up in the rankings by getting good quality backlinks.
• Will I get a decent commission? – We tend to avoid products that are under $150 – at least for Amazon products. If you are going to promote a product that is worth $20 and your commission is 8% you are going to have to sell a lot of them to make any decent money. If you are going with Amazon products try and stick with products over $150, or at the very least $100. If you using Clickbank products then you can obviously go with products that are cheaper since the commission rate is often much higher.

Do you see what you are doing here? We are focusing right in on just one single solitary page. Those with multiple sites very rarely have the time to do this. They create a short page of content that is often copied or is poorly written and then move on to the next page. That first page never gets the attention it deserves and never will. It’s simply forgotten and lost in the multitude of pages that get added to their sites.

You need to be doing the above steps for each of your top 5 pages to find those that are worth working on. If only two of those pages are worth working on based on your analysis then add them to a separate list. Now go back to Google Analytics and find the next 5 pages and go through the same process again.

What you want to end up with is five pages that you can focus your attention on for the next three months. They are pages that have the potential to get enough traffic, have products worth promoting, have products where you will get a decent commission and so on.

Your next three months should include the following tasks:

1. Reworking each of the five pages until the reviews are around 1000 words and are helpful to the reader. Think about what you would like to see in a review if you were about to buy a particular product.

2. Backlinking, backlinking, backlinking – spend the next 3 months getting as many GOOD QUALITY backlinks to those five pages as you possibly can.

We have all seen how important social networking has become in recent years. It is open for everyone to use, and plenty of people are using it to their advantage. Whether you use it to keep in contact with your customers, or grow a fan base, or simply as a marketing tool, social media is essential in this day and age. However, plenty of people use sites like twitter and facebook arbitrarily and don’t really focus on what they are getting out of its use. This is where things like twitter analytics prove to be popular. It’s easy to download and to install, and with it, you can discover how to use social networking to your advantage.

Check out your hits

With a simple analysis program you can find out who is reading your twitter account, how often, and how much time they spend on it. From that, you can work out which of your posts are the most interesting, and you can aim to write more posts in that vein. This will increase your popularity, increase the amount of traffic you get, and therefore increase potential customers or sales.

The amount of time spent on each post

This is more important than you initially might think. If someone spends a lot of time on one post that you made, it must be because it has sparked their interest or curiosity. Maybe it angers them, or annoys them, or makes them laugh. Either way, it makes your blog more memorable.

Links to and from each post

Links are the currency of the internet. If people are linking back to your blog or your posts, then that can only be a good thing. It increases your traffic, as it means that someone can find your site or twitter account via that link as well as through conventionally searching for your personal posts. Obviously, when you put a twitter analytics program into play, you can learn all sorts of things about your popularity, and how to increase it. Eventually, this will lead to more traffic and more customers.

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