Like in any business, the way to know if you are succeeding is to look at your results. You need to look at the number, because as you know, numbers don’t lie.
With today’s technology, it is very easy to gather such data about your website’s progress and success. As well as to identify what areas are an opportunity, and what areas are a win!
Here is a list of some of the most useful online marketing technologies that can get you started:
- Alexa: Provides information on traffic as well as incoming and outgoing links.
- CheckPageRank: It allows you to look at how old the domain is, and if it appears in directories such as Google Directory or Yahoo Directory.
- Social Mention: Monitors mentions and conversation about your brand on social media platforms.
- Similar Web: This tool gives you an insight on the type of traffic that your website has.
- Google Analytics: For the pros, Google Analytics is one of the best in the business with an app that can give you an update at any hour of any day. It is used by big companies such as BC Living.
How important is picking the right keyword(s) for your website? VERY!
This funny advert from Google Analytics might seem a little silly, but it delivers its message quite well. What is the difference between “semi-skim milk” an “milk skim-semi”? You might think that there is no difference; they both refer to the same type of milk. In the online world, there is actually a huge difference!
If you type on any search engine “semi-skim milk”, the chances of you finding “milk skim-semi” are very very slim because that is not what you searched for. This is why when searching online you have to be very clear and specific on what you are looking for. Therefore, when you are designing your website, you have to be even clearer on what you are putting on to ensure that people can find your website.
There are three types of keyword matches that you should be aware of specially if you are designing for an ad as you want to ensure you get as much visibility as you can.
- Exact – only if the exact phrase is typed
- Google Adwords: use square brackets around the phrase
- Phrase – results that the phrase is included in will appear
- Google Adwords: use quotation marks (“”)
- Example: “office desk”
- Will appear if phrases like “best office desk” or “free office desk”are searched
- Broad – similar phrases will appear
- Google Adwords: ad will show more frequently; no need to use any special characters
- Example: office desk
- Will appear if phrases like “computer desk” or “office chair” are searched
Why is Google the most popular search engine? Andrew Ekström, a Swedish journalist, gives a powerful talk behind the power of Google. He concludes that it is because of three reasons:
- It works
- What other options are there
- It gives the best unbiased results
What happens behind a Google search? What makes the first results appear at the top of the list?
Ekström touches on the moral behind your Google search comparing search results on Google Images for Michelle Obama and Anders Behring Breivik. He describe two instances in which a picture that was not of Michelle Obama might appear when you search Michelle Obama.
While he doesn’t focus on marketing, Ekström makes a point without actually stating. The reason why an “incorrect” image might appear in the top of the results is because of keywords! The caption for the picture contained the words “Michelle Obama” and the file also contained that phrase.
We can take this lesson apply it to our marketing tools. Keyword density is another way to boost our results. Using tools such as Google Adwords can help a business pick the right keywords to maximize its results.
Listen to the full TED Talk here