The answers to your website’s sales performance are in the data from Google Analytics (GA). Download and install if it’s not there already–it’s free!
Review it at least monthly and check the following important Key Performance Indicators (KPIs):
  1. CONTENT. If your content does not match “user intent” your site will not rank (i.e. is it relevant for your customer?) Take a look at these content writing guidelines from Google:
  2. CONTENT STRATEGY IS THE CENTER OF SEO. Does your content solve your future customers’ problems? You’ll be able to easily find this info in GA by looking up how many pages they view on your site. If they bounce right off, the site is not relevant.
  3. UNDERSTAND YOUR CUSTOMER’S JOURNEY. Most business’ prospects are on a journey from ‘Awareness’ to ‘Research’ to ‘Consideration’ to ‘Purchase.’ Your site must be designed to get them the answers they want, and easily.
  4. SEO TYPICALLY HAS THE BEST CONVERSION RATE OF ALL LEAD SOURCES. Use GA to see if this is true for your website. If not, you’re overlooking something.
SEO just seems to be getting website after website more and more conversions. If you’re still winging it, you’ll probably continue to see your business scrap for leads.
The smart money is going toward optimizing websites. It’s a little expensive upfront, but cheaper in the long run. Not only do you get more leads for free, but you do not constantly need to depend on PPC advertising for leads.
Onward and upward!


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