SEO & Analytics
This really breaks down into 2 different things, neither of which are actual marketing or your website.
1.) Search Engine Optimization (S.E.O.) This has turned into a buzz word that many business owners think is the advertising or marketing of their website. In fact, S.E.O. or Search Engine Optimization, is simply preparing your website pages to be searched. Giving each page it’s own Title, Description, and Keywords. making sure the text on the page not only tells the story you want but that it provided quality links and has pictures well labeled to perform well in organic or free search results. We could go on and on about how we do this but don’t want to turn this into a tutorial.
2.) Analytics. We set up all new websites with a Google Analytics account, so the owner can literally see where traffic is coming from and shape future advertising based on this information. So much like SEO, installing Analytics is really not promoting your website but simply a vital part of preparing your website for marketing & promotions campaigns. You really need to accurately see what pages visitors are landing on. What search terms they were looking for when the went to your website. Where they came from ( Google, Bing, Twitter, Facebook, a Newspaper’s website etc….). This is how you best come up with marketing strategies. Double down on keywords that are working dropping search terms that are not. Maybe you can create a new page or post that can take advantage of search terms being used but you are not ranking very high on?
Example: Searching for paint supplies will more than likely pull up big box lumber and hardware stores. Not helpful if you are an Art store or providing lessons in still life painting and not house painting. So it would not benefit you to pay for that search term. We would also advise you to not use it as a keyword or in the text of your site use Art Supplies.
There are many ways to manipulate your website’s content to better perform in the search rankings, and this is where the marketing comes in.