Web Metrics and SEO

In my undergrad finance class, I will always remember my professor saying, “don’t put all your eggs in the same basket.”  He was of course talking about financial investments such as stock, however, I feel it applies in many ways throughout the business and marketing world.  I do not believe a company should put all of its eggs in the basket of one social media platform.  The social media world changes so fast, it is hard to determine which platform is going to work the best tomorrow, next week, or next year.  There are platforms that a company can pay more attention to at certain times because it is bringing in better results, but they shouldn’t completely cut out other platforms because they do not perform as well at that time.  In the case of Amy Sine Photography LLC, the social platforms used are Facebook, Instagram, YouTube, Pinterest, LinkedIn and Twitter.  The company was started exclusively on Facebook and eventually branched out to Pinteres...

Engagement can be measured in different ways.  Some ways produce a higher customer satisfaction rate than others, however, metrics cannot always determine the difference between a satisfied customer or an unsatisfied customer.  Metrics can measure the time spent on the site, the pages visited, how long the visitor was on each page, etc.  The issue with these metrics is it can’t tell if the engagement matches its true definition “The Marriam-Webster dictionary defines engaging as “tending to draw favorable attention or interest.” (Avinash Kaushik, 2010, p. 56) If a person spends ten minutes enjoying the content they are finding then that produces a high customer satisfaction.  If a person spends ten minutes looking for something on your website and not being able to find it, that produces low customer satisfaction.  Either of these examples can contribute to your page views per visit.  The viewer may love the content and be looking for more content to enj...

There are many metrics offered by reporting tools.  The tool that I am specifically using is Google Analytics which is free to use and extremely helpful.  It is important to have a firm understanding of the metrics used so you can understand what you are looking at and how the information will benefit your business or your employer’s business.  There are six categories of analytics; foundational, visit characterization, visitor characterization, engagement, conversion, and miscellaneous.  In this blog I will be focusing on visitor characterization.  Visitor Characterization covers how many people are visiting your page and how often.  These metrics help segment the visitors to your website and can influence the way you set up your website, keywords you use, as well as internally referring visitors so they can see additional products or services you offer.  In the world of metrics this data can greatly impact your website and business strat...