So you’ve started a blog to help your e-commerce business. That’s great. But is it really helping convert visitors to customers? After all, that is the main point of Business Blogging, right?
It may be difficult to tell if your efforts are producing results. The only way you will know for sure is by analysing the available statistics. This not only gives you a clearer picture of what is going on now, but helps you to determine what can be done to achieve better results. Let’s take a look at what your website statistics can show you.
Keyword Analysis
Analyse what terms your visitors are using to reach your blog. Are the search words and phrases related to the actual content on your site? If not, then you are not properly optimising your posts to drive targeted traffic. You might find some doozies that leave you scratching your head when you check your keywords in the stats reports. Sure you might be getting good traffic numbers, but if a visitor clicks on your URL and then doesn’t find the information they are seeking, the blog is not really doing any good as far as marketing.
When you are Business Blogging, you don’t want all of your posts to be transparent attempts to peddle your products or services but neither do you want to waste an opportunity to include relevant keywords and phrases. If your online business is selling performance auto parts, then your blog posts should focus on such things as how-to guides for installing the parts, pictures of customers’ tricked-out cars, or something else related to the products – giving you a great opportunity to include relevant keywords. Keywords are important but quality and value is more important.
If you find that much of your traffic is coming straight to the home page or using your company name in a keyword search, then you are doing a great job of advertising and branding.
Entry/Exit Pages
The pages visitors arrive on are based on the keywords they used for the search. This shows you what posts are most effective for driving website traffic. If a particular topic seems very popular, then consider adding more posts related to this subject matter.
Exit pages offer important information, too. Did the visitor click on one post and then leave from the same page? Obviously there was not further information to induce them to stay and browse other pages. Consider adding some interactive elements, linking related posts, and adding further content that will appeal to your target market. Maybe the problem is that you don’t have enough posts. Keep writing blog posts on a regular basis to build the amount of relevant content. Stale blogs are a big turn-off.
Return Visitors
Of all the traffic arriving at your website, how many of them are return visitors? If you cannot induce visitors to come back or become subscribers, then perhaps you are not offering interesting and informational content. Again, look to your most popular posts and use them as a template for future content.
Give visitors a reason to come back, whether it is for an upcoming online contest, news about your business or industry, or the results of a poll or survey. Return visitors are worth their weight in gold as they have expressed an interest in your blog and are most likely to become customers.
Just because you start a blog doesn’t mean it is an effective marketing tool for your business. Analyse the statistics and determine where your blog needs help, rejoice in those that show you are doing something right, and use this information to make your Business Blogging the best it can be.
Have a most outstanding day.
Sean RasmussenAussie Internet Marketing
www.AussieSEO.com 2010
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