Tag Archive: analytics

Frequently Asked Questions

What is search engine optimization?

Search engine optimization (SEO) is a collection of actions intended to attract the attention of search engines in order to rank (appear) in the search results pages. Search engines use complex, multi-faceted algorithms to determine which sites (and which pages) appear in organic (unpaid) search results. SEO is not a quick effort or a one-time activity, but rather is an ongoing process to grow visibility online, and it includes both on-page (website) and off-page (outreach) activities. Learn more in our blog articles about search engine optimization.

What should I blog about?

Blog about topics that are likely to be of interest to your potential clients, partners and industry peers. Consider timely or seasonal topics as well as news or events. Share case studies that illustrate your offerings and resonate with potential customers. Offer useful, informative or entertaining content that is not readily available on other sites, and don’t be afraid to offer a viewpoint. Your website analytics content section provides also insights to the subject matter your visitors are interested in. This post may help generating blog ideas.

What is a mobile responsive website?

A mobile responsive website adjusts the information on a web page to accommodate the device it’s being viewed on. For example, a website page that has four columns of copy and rotating header images may display the text on a tablet with two columns and two rows. On a phone, the rotating header images may display stacked rather than rotating. In many cases, a tablet or mobile website version omits some of the content on the full desktop site. Sites that are not mobile-responsive require scrolling and zooming to magnify tiny text and are penalized by search engines. Learn more about mobile responsive websites and emails.

Should I create a Facebook page for my business? 

Social media offers a powerful medium to share your expertise and increase your visibility. The platforms you select should be based on your industry, target clients and partners. Consider the demographics of your customer and where he or she spends time online; Facebook, Instagram, LinkedIn, Twitter and Pinterest all cater to different audiences. Your customer may love Pinterest but prefer to receive business information on LinkedIn – or via email. Regardless of which social platforms you use for your business, it’s important to maintain a regular cadence, pay it forward and engage with others — social media is social.

How long should my blog posts be?

If you Google this question you’ll get pages and pages of results with widely varying opinions. Written posts should be somewhere between 250 and 2500 words. While longer posts may help your placement in search results, many readers abandon before completing an article. In recognition of today’s time-starved typical reader, I target 500-700 words per written post. However, some posts may be shorter or longer. Rather than focusing on length, craft concise, well-disciplined and honed content that informs, assists or entertains readers. Blog articles don’t have to be just the written word, either — be creative.

How do I sell my products online?

When starting out, many sellers rely on marketplace platforms like Etsy or Amazon Marketplace to sell their products. With the infrastructure in place, these platforms have already integrated the many necessary elements, including a shopping cart engine, secure credit card processing, storefront templates, shipping options and search filters. If you’re selling services or a limited number of products, a simple PayPal purchasing option on your website may be sufficient. To launch an online store, first secure sufficient inventory and arrange for order fulfillment. Then you’ll select a shopping cart engine and build out your online store with robust product images and descriptions, pricing, shipping and policies … following eCommerce best practices.

How do I build my website?

While there are many free platforms for website creation, there are innumerable benefits to hiring a professional website developer to create your website. For starters, your website is the online face of your business, and you want it to create the best possible impression. Generally, free DIY templates are limited in both design and functionality. Rely on the experience of those who have been there before and let the experts guide you. Most sites are built on content management systems such as WordPress, which enable you to edit your website as your business grows, so you’ll have your hands in the muck aplenty. If you’re still determined to create your own website, read our post about DIY websites first.



Do Your Website Visitors Hate Your Content?

feeding content

Is your website content attracting visitors or repelling them?


 A client considering a website redesign requested I review the effectiveness of their current site. Developed by a web hosting company that specializes in the client’s niche, the site was built from a template which included industry-relevant copy, with designated fields to “personalize” the site.

In fact, the resulting site was impersonal, perfunctory and no more engaging than a Yellow Pages listing. The user experience was inefficient and cumbersome, and the images (obviously stock photos) neither reinforced the copy nor enhanced the client’s credibility. The client and I were in agreement that the website wasn’t particularly compelling or effective. (more…)


Resolution #1: Stop Ignoring Your Analytics

gerbil on exercise wheel

Step off the gerbil wheel (photo credit: Flickr)

Yep, it’s January — resolution time. Whether you are a resolutions believer or can’t be bothered, the start of a new year provides a fitting opportunity to assess your past activities and commit to greater effectiveness going forward.

Reflecting on the past year of long hours without much downtime, many business owners resolve to seek more balance in the new year. Making that goal a reality requires a behavior shift.

When feeling overwhelmed, it’s human nature to engage in familiar, routine tasks that provide a sense of accomplishment. But like a gerbil on an exercise wheel, blindly running in circles doesn’t move us forward. (more…)


Polluted Analytics No More – Goodbye Spam Referrals

Fitbit with extra stepsDo you track your daily activity using a FitBit or similar device? If so, there may be times when outlier activities — like a wobbling grocery cart — are counted as steps. You may have wondered about the extra activity, or perhaps you are guiltily aware while treating yourself to an extra dessert (since you did all those steps!). Obviously, the steps aren’t valid and the inflated stats may actually be causing you to eat more.

The same principle can apply to your website visits, where there may also be extra steps which you didn’t earn. Monitoring your analytics is key to measuring the effectiveness of your marketing efforts. But a cursory glance at the top-level stats (like the 16,432 steps) isn’t enough. (more…)


Tired Of Tweeting To Crickets?

Where did the time go?

When engaging in social media, it’s so easy to get sidetracked. With all good intentions, you sign in to a platform with a specific game plan and 30 minutes later you’re deep into posts that (while they may be informative and interesting) have little relevance to your original goal. Strong discipline is needed to strike the balance between being open to opportunities yet not diverting from your game plan. (more…)