Recently I read an interview with web analytics expert Ryan Eisenberg, and he said something that struck me like a thunderbolt:
A common mistake people make is they “stop optimizing their websites.”
He said, “Site optimization is not a finite thing. You can always find ways to tweak your sites if you listen to what the data are telling you.”
So what does this mean exactly when it comes to web content that works? Here’s my interpretation.
- Web marketing rules are ever-changing, so it’s best to go with the flow to stay current and relevant. For example, a year ago, very few people had heard of BING.com, the new “decision engine.” But after pumping millions of dollars into its advertising, BING is now considered another option for finding websites. Does your web content need to be adjusted slightly to favor BING? Definitely.
- The way your customers use the web is ever-changing, so it’s best to monitor their patterns and adjust accordingly. You, or someone in your company, should be monitoring web traffic every month through your web host’s traffic logs, Google Analytics, or other reporting (read about traffic logs here). You’ll discover which keyphrases and search engines people are using to find your site. This information may prompt you to revise your web content and update messages to include the phrases your visitors are using.
- Your competition is likely evolving and changing, so you need to do the same to catch up, keep up and get ahead. Keep an eye on your competition and see what they’re doing to address social media, search-engine optimization and other shifts in online marketing. This information is very easy to find, and it may give you ideas about strengthening your web content messages and promotions. Contact me if you need help with competitive analysis.
Therefore, this week’s quick tip is a reminder that nothing stands still when it comes to web marketing:
Be sure to update your web content frequently to stay current, competitive and profitable.
Until next time,
Here’s to a clear and prosperous site!