Personal Finance and Investment

Analytics

Web analytics identifies the source of traffic by search engine and search term, whether paid or organic, then tracks the progress and actions of each site visitor as they progress through the conversion funnel. Used in conjunction with data from the search engine results pages and pay per click reports, the value of each site visitor and search term can be established. Feedback from analytics is used to improve the marketing effectiveness of both pay per click and search engine optimisation activities. Leading analytics packages include Google Analytics and Statcounter.

More than 85% of search engine traffic is generated by the top 10 rankings and 10% for rankings 11 to 20…. listings beyond the second page are therefore effectively invisible….

Visitor Analysis
A key theme in website optimisation is to work back from the sale. At the top level this means understanding why a website visit has been successful and attempting to replicate that event as many times as possible. Rather then thinking which keyword terms and search engines yield the most traffic, think which ones yield the highest sales and margins.