This information can be extremely valuable in determining where you want to spend resources in the future.
Social Network Referrals
Online marketing is based on an electronic ecosystem. Your website’s success can depend on the social media activities that take place and the referring links that send visitors to your site.
Check out which social networks drive the most traffic. For example, if LinkedIn is the top driver, should you be spending more time using that social network, or possibly improving activities with Twitter, Facebook and others?
Organic Keywords
Know what content on your site is drawing in website visitors. Likely at the top of the list are versions of your company name and maybe the names of your associates. Although important, look beyond those details. Was there an article with a title or phrase that helped drive website traffic?
Learn from traffic drivers and continue using them again. Also, experiment with other related keywords. Know your target market and know what they are searching for.
For many firms they want local clients, so the site should be populated with regional terms. For example, if an advisor is located in the Boston region, ‘Boston Financial Advisor’ should be used throughout the site, as that is what prospects might search for.
Use Google Analytics to see which keywords are working.
Site Content
Do you know what your most popular pages are? If not, this tool can show you. It will rank all your pages. Likely at the top of the list is your homepage, contact us page and about us section. Then what is the most popular?
The page rankings provides fantastic insights into what your website visitors want to see. It also might help you know what promotions are working. Lastly, it can show you what pages are not working, which may allow an organization to free up time from creating more pages like them in the future.
User Flow
It is very interesting to see the flow of pages visitors take when clicking on different things on your website. This mapping tool helps clarify what takes place with first, second and third interactions with your site. Try to figure out why they take a path, based on what is offered on the site and how the drill-down pages are promoted.