Now you’ve set up everything and have everything in place for a well established and successful website, it’s time to track and measure it’s performance. Measuring the impact of your work and ongoing refinement is critical. It’s always good to know what a website’s primary end goal is to be able to track and monitor accordingly. Good questions to ask of a client are ; ask for a brief history of the company, what is the monetary value of a new qualified lead and what are the most profitable services / products (in order). Help the client in making sure the goals are measurable and specific and encourage them to share them with others.
Now look at engagement, how are people behaving once they reach the site. How many conversions are there, whether it’s an email signup, a purchase or even an account creation. From here we can also monitor how long people are spending on the site and how many pages of the website were visited in that view. We can also check for a ‘bounce’ rate, which is when a searcher visits the page but left without browsing any further, or the scroll rate and search traffic.
Google analytics will also help to uncover traffic insights that might normally be overlooked. It can allow us to isolate organic traffic or view traffic to your site over time and how many visits a particular page has received, as well as any traffic from a specified campaign. We can also track the CTR (click-through rate) or the percent of people that clicked through your page from search results.
We can also evaluate a site’s health by using a SEO website audit. Leveraging the search engines own tools can help to uncover any opportunities for an SEO as well as identify any potential issues. Some tools that can be used are Google Search Console, Bing Webmaster Tools, Lighthouse Audit, PageSpeed Insights, Structured Data Testing Tool, Mobile-Friendly Test, Web.Dev and Tools for web devs and SEOs. When performing an audit on a website, it’s also important to consider the following ; crawlability, indexed pages, page titles and meta descriptions, page speed and content quality. Once this is reviewed, any SEO fixes should be prioritised and ranked in terms of importance and urgency. Communicate with your client, provide them with a clear and precise plan and frequently check in and report.
Now just practice! Practice makes perfect and while it might be tedious, the end result will pay off.