Visitor tracking & Analysis

What is Visitor Tracking & Analysis?

Visitor Tracking is the processing of all the records of activity on your web site into summary reports.  These reports contain details such as which page your visitors used to enter the web site and where they came from, how long they stayed at your site and on each page, the path or sequence of pages viewed, and which page they left your site from.  Visitor Tracking also can tell you which visitors stored a link to your site on their computer (bookmark), signed up for a newsletter, downloaded a file, and other activities you want to encourage.

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Visitor Analysis is the process of using your Visitor Tracking data to increase the ability of your web site to achieve the goals you have set.  The Visitor Analysis will establish where you are now, make suggestions for changes to the web site or your marketing designed to improve your results, and track the success of these changes towards achieving your goals. Why do I need Visitor Tracking & Analysis? In the offline world, business owners are able to observe their business activity first hand and make changes to take advantage of or react to this business activity.  With a web site, the business activity is more complex and difficult to observe.  Visitor Tracking and Analysis allows you to observe the business activity much as you would offline, and provides a way to take advantage of or react to your web business much as you would if you were running the business in the physical world. Information is Key to Success There are many techniques you can use to improve the traffic to and results from your web site.  Cross-linking campaigns, key search phrase discovery, search engine optimizationand submission, and pay-per-click or other targeted advertising all can be every effective. How effective?  That is the question Visitor Tracking and Analysis can answer for you.  If you don't track visitors and their value, you will not understand which traffic-generating activities are really working for you.  All traffic is not equal in value; Visitor Tracking & Analysis tells you where to focus your efforts to get the most profitable result. Visitor Tracking & Analysis Examples * Determine where your most valuable visitors are coming from and optimize your web site to keep them coming back * Focus search engine ranking activity on the search engines creating your best customers * Improve conversion of visitors to buyers or other tasks you want them to perform * Promote or feature items which tend to create multi-buyers * Understand which marketing efforts are the most successful * Maximize sales while minimizing affiliate marketing or pay-per-click ad expenses * Improve web site navigation to keep visitors on the site longer These services can generally be provided remotely through web interfaces, file transfer, and e-mail.  For more information on Visitor Tracking and Analysis Services, e-mail me I keep getting more and more requests for information on how to use log analysis to improve web site profitability. And that makes sense, because people are beginning to discover you can dramatically improve profitability, double and triple it, just by understanding what it is people do (and don't do) on your web site.
So I published the article below on how I used WebTrends to analyze customer behavior, including the graphs and the E-Metrics calculator for WebTrends. These tools for increasing visitor conversion eventually became a PDF book called The Marketer’s Guide to E-Metrics.
I then wrote a second article from a series in my newsletter about the testing I did with PPC (Pay-Per-Click) advertising and using WebTrends to prove out the ROI of search phrases.
Visitor analysis is very important, but it seems like few people are using it in an actionable way. By actionable, I mean something other than just cranking out reports on page views and server geek reports for the sake of it. When you generate reports, they should tell you something that leads to taking an action (or reversing an action taken).  So I’m going to show you some of the data I use and the metrics I create from the data, along with explanations of how to use this information to get more visitors to do what you want them to do. But first, let’s talk about web site data and analysis in general.
Analyze This
There are a bunch of log analysis programs out there, why use WebTrends? It’s the closest thing to a “standard” the industry has, it is fast, and scalable. Good enough for me.
There are free tag-based analyzers, but I’d rather have access to the raw log data; in my work, I have to do a lot of troubleshooting and it’s very hard to hunt down problems if you don’t have the raw logs. There are several free log analyzers out there, like Analog, but they don’t provide the level of detail on customer behavior needed to create actionable metrics you can use to actually do something. So first, understand what your needs are, and then make sure you have the right tool for the job. Don’t know what your needs are? Hopefully you will have a better idea after you read this!
Be Trendy
People seem to complain a lot about the quality of web data, and some hard-core stats people have various problems with the way both log-based and tag-based analyzers measure activity. I say, get over it. What matters most in tracking interactive behavior is trends, and even if the data is not 100% accurate in some way, as long as you continue to use data collected in the same way each time, you can still build trend charts.

People obsess way too much about finding an absolute answer (hard exact numbers), wasting a lot of time and resources, when a relative answer (is it getting better or worse) can be just as insightful, if not more. Trend charts are a great way to look at relative performance stats; that’s what I use. So do the best you can to get clean data to work with, but don’t waste a lot of time and effort looking for needles in the data haystack.
Think Action
If you want the results of your analysis to be actionable, you should create key metrics around your objectives. If the objective of the site is product sales, counting page views is not very meaningful; your page views could go up or down and sales remain flat.
When you create a key metric, you want it to be actionable, directly related to the objective of the site. What would be meaningful for a site selling products? How about sales per visit? If you are tracking sales per visit, you have a metric related directly to the objective of the site. Sales per visit is a productivity metric, it tells you how good you are at converting traffic into sales. If you can improve sales per visit, you make more money. The metric is directly related to the objective of the site.
Key metrics are usually a ratio of something measuring an “action” to visits or visitors. What percent of visits signed up for the newsletter? What percent of visits lasted for more than 20 minutes? What percent of visits viewed more than 10 pages? These are examples of key metrics that might be aligned with the objectives of your site. Think about what your objective is – what action you want people to take at the site – and then think about how you might measure the success of this action.
Know Your Data
Traffic analyzers doesn’t really create many metrics by themselves, they generate raw data you can use to build metrics. It is worth the time to really understand how this data is generated, so when you create your metrics, you understand exactly what you’re looking at and can draw accurate conclusions.
For example, if you want to study sales per visit, do you want to include visits from spiders and robots, which (at least for now) don’t have a clue on how to make a purchase from you? If you include these visits, you artificially decrease your sales per visit. So make sure you know what you are measuring. In the case of visits, you may want to filter out robots and spiders, link checkers, uptime pingers, and your own development activity if you want a “clean” visit number in the end.
Also, when you create a metric, make sure you are using data from the same time period for each part of the metric. If your metric is “Percent of Visitors Bookmarking the Site,” make sure the “Number of BookMarks” and “Number of Visits” you use are calculated over the same time period each time – a day, a week, a month. Otherwise comparing them and looking for trends won’t work.
Get Continuous
How do you use metrics? Measure, manage, maximize. First you measure and track to see where you are. Then you try to manage the metric by making changes to the site – when you make changes, did the metric get better or worse? Then using what you learn, you try to maximize the metric by making further changes. It’s a cycle of continuous improvement, of ongoing testing. Every time you learn something new about your visitors, think to yourself: what could I change to take advantage of this new knowledge?
I have a client who started out with sales per visit at about 70 cents, which is pretty high to start with. She now does about $3.50 in sales per visit. How did that happen? First we measured total sales per visit, and tracked it over time. Then we started testing changes to the navigation, one change at a time.
Make a change, track the result. Did sales per visit go up or down? During this managing process, we learned what kinds of changes made the biggest difference in sales per visit, and began building a picture of what visitors wanted and what caused them to buy. We made it up to about $1.50 in sales per visit this way – more than a double, but we couldn’t get it to go any higher working on the “whole site,” in this case, with the persistent navigation.
So then we starting the maximize process – instead of looking at the whole site, we began breaking down traffic into different segments. Sales per visit by search engine, for example – some search engines produced much higher sales per visit than others. Some pay-per-click ads produced higher sales per visit than others – for the exact same search term! Some products on the home page produced higher sales per visit than others. And so on. At the end of this process, which still goes on today, she was doing $3.50 sales per visit.
Measure, Manage, Maximize.
Two for You
I’ve developed two metrics I think are among the most important you can track, no matter what kind of site you have or what the objective of the site is. They are designed to focus in right on the biggest problem most sites have – getting visitors to go past the first page they see on your site. Underlying these metrics is the idea someone who comes to the site and views just one page was likely a lost opportunity – a pretty fair assumption for most business models on the web. I’ll also toss in a third metric which might apply to your site at the end.
An important part of these metrics is the way they are constructed – not using “average behavior,” but instead focusing on specific visitor behavior, and screening out “data noise” as much as possible. One note: I’m going to refer to WebTrends reports as I give you the specific info for creating these metrics; it makes sense in an article like this because WebTrends has the most users. But almost every analyzer out there provides the basic info you need to create these visitor metrics.
Percent One-Page Visits
What is it?
One Page Visits divided by Total Visits
If I only had time to look at one metric, this would be it. This metric is usually tied to global navigation issues; it literally measures the percentage of visits bouncing off your site like it was Plexiglas (yea, one “s”). Since you often can’t control which pages people enter your site through, you want to make sure if they don’t find what they’re looking for on the first page they hit, they know how to get to the information they want. Navigation is both a design and copy issue, since you can always write hyperlinks into copy that lead to related topics in other site areas.
Hopefully, the analyzer you are using provides the number of One Page Visits. If you are using WebTrends, under Activity Statistics / By Number of Views, you see how many visits had one page, two pages, three pages, etc. I take the One Page Visits and divide by Total Visits, since the visits by number of pages data is defined by a “visit.” The visits (perhaps called “sessions” in your analyzer) number comes from the General Statistics section at the top of a WebTrends report. A visit ends when a certain number of minutes go by between page views for the same visitor; in my case 30 minutes (you can set it to whatever length you want in WebTrends; 30 minutes is standard).
Here is why I use visits instead of visitors or unique visitors as the “base” of a metric. It’s the biggest, most reliable number available, so whatever “dirt” there is in it, it’s not as dirty as unique visitors can be, which is complicated by visitor identity issues. I don’t want complexity at this level; I want it clean and simple, the most accurate it can be. You could argue visits are inaccurate, because someone at work might only be able to read one page at a time, but might read 3 pages in a day more than 30 minutes apart. This would have the effect of making the metric look worse than it really is.
Yea sure, but compared with the problems you can run into with dynamic IP’s, multiple users of a machine, and so forth, that’s nothing. And I would add, does it really matter? What does that level of hand-wringing get you, is it actionable in any way? Can you do something better if you spent all the time and effort to get the absolutely exact number?
What’s important is the trend, and as long as you use numbers calculated in the same way each time, the trend is actionable. If you have a super tracking system / you are really only interested in tracking authenticated users and you want to use visitors or unique visitors – and this really is important to your objectives – than go right ahead.
Here is what my Percent One Page Visits graph looks like; a detailed explanation follows so you might want to open another browser window and bring this chart up in it, click here.
The trend is generally down, meaning the percentage of visits having only one page is falling. The changes I am making are working – a higher percentage of visits are going deeper into the site because navigation is improving.
What’s quite interesting is the first trend down ending around day 67 then spiking upward. This was the end of optimizing the original site, which was replaced with the new site, which caused a sharp spike upward again. Hey, that redesign was a great idea, right? Not! But over time (and lots of re-writing), I’ve been able to bring it back down. There is a lesson here – do you actually measure the success of design and other changes you make to your site? You should and you can, as long as the metric you are using ties to the objective of your site.
Another interesting feature on this chart is the 2 spikes around day 50 – know what that is? Less targeted advertising. I primarily advertise by buying specific keywords on Google AdWords and Overture, but decided to test some contextual display ads in targeted content areas of (under the Sprinks program).
Huge click through, bogus customers (high one-page visits), ruined my stats – and very expensive. Do you see why tracking this stuff is so important? I don’t have to calculate the ROI on that ad spend to know it’s worse than I normally get – the customer behavior tells me it is. By switching dollars out of back into Google and Overture, I automatically increase ROI – without ever having to calculate it. Folks, relative measurement (comparing the trends) rather than absolute measurement (calculating the ROI to the last cent) can save you a lot of time and effort. By the way, I don’t think there is anything wrong with Sprinks – the audience is apparently just not right for my b2b site. Might be good for yours; you won’t know until you test and measure.
Percent Single Page Access
What is it?
Single Access Page Visits
divided by Entry Page Visits for a page
The Single Access Page report counts visits to a specific page where it was the only page looked at, and pages are ranked by number of visits. This is very much like One Page Visits from the last article, except the tracking is by each page as opposed to the entire site. In other words, if you added up all the individual Single Access Page Visits for each page you get One Page Visits for the whole site. This data can be an indicator of poor design or weak content on specific pages, and is great for identifying pages you probably need to work on.
To turn this data into a more actionable metric, I divide these Single Access Page Visits for a page by the total number of visits where that page was the Entry Page to the site. This number is in Top Entry Pages report, which counts the number of visits starting at a particular page.
This ratio is the metric Percent Single Page Access, which measures the ability of a specific page to pull visitors into the site. Compare this with the previous metric Percent One Page Visits, which measures the ability of the site as a whole to pull visitors further into the site.
On my site (probably yours too), the home page is the primary Entry Page, so I start my measurement efforts there. As time allows, I move on to other important Top 10 Entry Pages, tweaking the message on each to minimize Percent Single Page Access visits on each page. On most sites, 80% – 90% of the traffic is coming in through the Top 10 Entry Pages. Start with these and you get the most bang for your buck on your efforts.
My objective on the home page is click-through / conversion – I want to pull the maximum percentage of people into the next level of the site that hit this page. I want to know how many people saw this page when they first hit the site and clicked through to another page. By dividing Single Access Page Visits by the Entry Page Visits for a page, I get a percentage that most accurately measures the objective – initial conversion from home page to another page.
The above is an example of really thinking about your objective and what you are using to create your metrics. Follow this: if I used total views of the home page instead of Entry Page Views, I would be introducing “noise” to the conversion ratio objective, because some of these people would have seen other pages before they see the home page. I don’t want that, because it’s not important to the objective. I want to specifically measure the ability of the home page to take a visitor and get them to click deeper into the site. Don’t use total visits to or total views of a page you are looking to optimize for conversion because then you are including traffic that was there for a different reason. If you want to measure the ability of a page to pull visitors into the site, use only visits where this page was the Entry Page.
Then you track this percentage, make changes to the page, and look for trends. Each page will have some “beginning” percentage, and what you would like to see is the Percent Single Page Access visits fall over time as you tweak design, navigation, links, and copy.
As a behaviorist, I don’t trust what customers say they want or will do, I watch what they actually do. It’s a simpler and much cleaner form of testing. If I write what I think is killer copy, and the Single Access Page Visits percentage rises, I was wrong. If it falls, I was right. Too much time is spent on agonizing over surveys and other inconclusive evidence. Track the customer data. It will “speak” to you and tell you the answer. If you want to further qualify the behavior, then do your surveys. But always get the behavior first so you understand the issues and ask the right questions.
Here is a graph of Percent Single Page Access stats for my home page, click here.
Again, the trend is generally down, meaning a higher percentage of visits to the home page are actually making it past this page and deeper into the site. You can also see in this graph the distinct change around day 67, when the new site went up, and the spikes when the low visitor quality advertising was running.
The other interesting feature of both this chart and the one before is the wide fluctuations within the general trends. You know what those regular spikes up and down are caused by? Weekends. I get much higher “abandonment” of the home page on weekends, and much higher penetration into the site on weekdays, especially midweek. Makes sense; my site is really a business-to-business kind of thing.
Don’t ever let anybody tell you time of day or day of week don’t matter – the audience changes significantly by time of day and weekend versus weekday, and it may be in your interest to move with those changes, changing featured articles, products, or site functionality. It’s not for me, I’m too much of a “niche player,” but if you’re running a more general interest site, particularly if you are a retailer, it could be in your interest to test this.
Visitor tracking & Analysis
Bonus Metric:
Percent One Minute Visits
What is it?
One Minute Visits divided by Total Visits
A very similar idea to the first one, only using length of visit instead of page views as the controlling number. This metric speaks to the general “pull” of your site to a visitor overall, an aggregation of all the copy, content, design, and functionality issues rolled into one. The one minute visits number is found under Activity Statistics / By Length of Visit in WebTrends.
Track this percentage over time. For an info-site like mine, you would assume that the longer people stay, the better you are serving them. It would also imply they are high quality prospects for my book given the site content, don’t you think? Here is what my home page Percent One Minute Visits graph looks like; a detailed explanation follows, click here.
Here again, the trend is generally down, which is what you want to see.  Visitors are staying longer with the site. You can really see the change in performance around day 67, again, when the new site went up. This was a very significant change, and confirmed my suspicion that even though many people don’t want a lot of “fluff design” on a web site, they may not trust a site that is so bare that only a “celebrity” like Jakob Nielsen can pull it off. The old site is pretty sparse on design, but is still around to service people with slow connections and alternative or older browsers – view old site.
Around day 151, you can see the effect of a home page re-write I did that dramatically increased % One Minute Visits. Interestingly, this was an attempt to drive down One Page Visits by shortening the home page length, figuring people were not making it through and abandoning the page before they saw content they wanted. Wrong; the customer behavior tells me so. One page visits didn’t really budge; but one minute visits climbed substantially due to the shorter page. And Single Page Access was flat to higher! So the shorter home page hurt more than it helped. As a behaviorist, I don’t try to argue with the behavior (that shouldn’t have happened, darn it!), I react to the evidence and change my approach.
The deep spike down at day 21 was the posting of one of my articles on a highly targeted CRM site, and it looks like it worked as a high quality customer acquisition tool. People coming from this site on average stayed a long time, driving down the percentage of one minute visits, and this was an indicator of their “quality” – I sold a ton of books the next several days.
Percent One Minute Visits is a more rigorous number to use than “average visit length,” because you are focusing in on the “worst case” and screening out as much as noise as possible from measuring your true objective.
For example, your average visit length might be rising with your one minute visits rising at the same time because a small group of hard core users were spending huge amounts of time on the site. If you focus on reducing one minute visits, average visit length will take care of itself over the longer run.
Depending on your site, one minute visitors may contain a large percentage of new visitors, so it’s worth keeping an eye on. For some sites, it might be better to try to increase one minute visits, if the goal is “quick service” of some kind.
Are these stats great? Well, they are for my site, because they’re getting better. I don’t think you can specify across different businesses with different ad strategies and business models that 60% Single Home Page Access is bad, or 40% One-Minute Visits is good. What matters is where you are today and where you’re headed. For example, take my site.
Since I am using the most rigorous metrics possible (daily and very tightly defined), some of these numbers may seem high. But what if I told you I have a 70% repeat rate over longer time frames (30 days)? That close to 50% of visitors bookmark the site?
Now you have a different picture of the user and how they behave. By focusing in laser-like on the key conversion metrics, I know if I can fine tune those, the longer term metrics will take care of themselves. When you’re looking at interactive behavior, “point of first contact” measurement is one of the most important metric areas you can study, because it very frequently has implications for the longer term behavior of the customer.
You have to track this stuff, folks. Otherwise you’re flying blind. The customer data will tell you most everything you need to know. And you’ll notice, not once during any of this have I personally identified a customer, or asked for any personal information. I don’t need to. I know what advertising I’m running, I know what changes I’m making to the site, and I make sure that I only change one thing at a time when testing new concepts.
Then I watch the stats, and look for a reaction to the changes I make. If they improve, the changes were good. If they get worse, the changes were bad. The customers in the aggregate tell me through their transactions what the best course of action is.
Make sure to download and try the free visitor metrics calculator, it works with just about any traffic analyzer and contains 22 more metrics like the ones above. Not all of them will apply to your web site, but you will probably find many of them do apply to your site. If you really want to get serious about this area, check out the book on creating / using visitor metrics.
Visitor metrics are all about getting customers. Once you’ve mastered visitor metrics, some of you might be interested in making more money from and keeping customers; that is what my other book, Drilling Down, is all about – the metrics you need to create and track High ROI customer marketing programs.
Visitor tracking & Analysis/Visitor tracking & Analysis/Visitor tracking & Analysis/Visitor tracking & Analysis/Visitor tracking & AnalysisVisitor tracking & AnalysisVisitor tracking & Analysis/Visitor tracking & Analysis

Website/ Mobile Optimization in india

Website/ Mobile Optimization in india

What is website/Mobile Optimization?
Every year people spend more and more time on their mobile devices and tablets, but many websites still aren’t designed to account for different screen sizes and load times. Mobile optimization takes a look at site design, site structure, page speed, and more to make sure you’re not inadvertently turning mobile visitors away.
Mobile SEO Best Practices
If your site is already well optimized for search engines, there are only a few additional things that you need to think about when optimizing for mobile.

Page speed
Because of hardware and connectivity issues, page speed is even more important for mobile users than desktop users. Beyond optimizing images, you’ll want to minify code, leverage browser caching, and reduce redirects. More information on page speed can be found on our SEO Best Practices for Page Speed page.
Don’t block CSS, JavaScript, or images
In the old days, some mobile devices couldn’t support all of these elements, so webmasters of mobile sites blocked one or all three. But for the most part that’s no longer true, and the Smartphone GoogleBot wants to be able to see and categorize the same content that users do. So don’t hide it. These elements are also critical to helping Google understand if you have a responsive site or a different mobile solution.

Site design for mobile
Mobile devices are simplifying and revolutionizing the ways sites are designed. “Above the fold” no longer has meaning in a world where we scroll endlessly
Don’t use Flash
The plugin may not be available on your user’s phone, which means they’ll miss out on all the fun. If you want to create special effects, use HTML5 instead.
Don’t use pop-ups either
It can be difficult and frustrating to try and close these on a mobile device. This might lead to a high bounce rate.
Design for the fat finger
Touch screen navigation can lead to accidental clicks if your buttons are too big, too small, or in the path of a finger that’s trying to get the page to scroll.
Optimize titles and meta descriptions
Remember that you’re working with less screen space when a user searches using a mobile device. To show off your best work in SERPS, be as concise as possible (without sacrificing the quality of the information) when creating titles, URLs, and meta descriptions.
Use structured data
Because of the limited screen space, a search result with rich snippets is even more likely to stand out than on a desktop. Read more about structured data.
Optimize for local search
If your business has a local element, remember to optimize your mobile content for local search. This includes standardizing your name, address, and phone number and including your city and state name in your site’s metadata. More information on local SEO can be found here.
Mobile site configuration
Probably the most important decision you’ll make when setting up a site is deciding whether you want to use a responsive, dynamic serving, or separate site configuration. Each has its advantages and disadvantages. Google prefers responsive design but supports all three options as long as you have set them up properly.
Responsive web design
Responsively-designed sites use CSS3 media queries to serve the same content to mobile and desktop users using a fluid grid and a flexible design to automatically adapt to the size of a user’s screen.
Responsive designs use media queries to target the layout based on screen width, orientation, and resolution. For example, you could use the following CSS to instruct browsers how to display content for a screen that’s 420 or fewer pixels wide:
And to link to a separate stylesheet instead, put the following HTML in between your <head> tags:
Use an emulator like the Responsive Web Design Testing Tool to verify that your responsive design looks the way you want it to.
Dynamic serving
If you don’t have the resources for a complete site redesign or want to display different content for mobile visitors than you do for desktop ones, one solution is to use one URL to display different sets of HTML and CSS depending on what type of device your visitor is using (also called detecting user agents). This can be useful, for example, if you’re a restaurant who wants a mobile visitor (who might be wandering your neighborhood) to see a sampling of reviews and a map to your location instead of your full website.
Displaying different content based on the user agent is called dynamic serving and it’s done using the Vary HTTP header, which looks like this:
Vary HTTP Header
GET /page-1 HTTP/1.1
(…rest of HTTP request headers…)
HTTP/1.1 200 OK
Content-Type: text/html
Vary: User-Agent
Content-Length: 5710
(… rest of HTTP response headers…)
Simply put, this means that the content displayed will vary based on the user agent requesting the page.
Dynamic serving is not the perfect compromise that it might seem to be. For one, it relies on having an updated list of user agents, which means that every time a new mobile device comes to market that list needs to be updated. And it’s not uncommon for desktops and mobile devices to be wrongly served with the HTML for the other device. Read more about common pitfalls.
Separate mobile URL
Another option is to create a second, parallel site for mobile users. This allows you to create completely custom content for mobile visitors. To avoid URL confusion, most parallel mobile sites use an “m” subdomain.
Parallel mobile sites can be as imperfect as dynamic serving sites at sending visitors to the right version, so be sure to make it easy for visitors who end up in the wrong place to click over to their preferred experience.
You’ll also want to make sure that your site redirects are all in place and as lean as possible to decrease page speed. And to avoid duplicate content issues, you’ll need to set up rel=”canonical”.
What about using an app?
Creating an app is one way to tailor the mobile experience for your visitors. But the interstitial page many sites use to alert a mobile user that an app is available can also serve as a block to search engine crawlers. Google’s John Mueller explains.
Keep Learning
The SEO’s Guide to Building a Great Mobile Site Kristina Kledzik lays out why you need a mobile solution now and offers insight into what options work best for different types of sites.The Definitive Guide to Google’s New Mobile SEO Rules Peter McLachlan outlines what Google is looking for in a mobile-optimized site.Mobile Emulator This tool lets you see what your site looks like on a wide variety of mobile devices.Responsive Web Design Testing Tool See what your responsive site looks like on a variety of standard screen sizes.Screaming Frog Check your redirects by analyzing your site with this tool.User Agent Switcher This Firefox add-on lets you see what your site looks like when accessed from a different user agent.Building Smartphone-Optimized Websites Official advice from Google on how to get your mobile site in order.Put your skills to work
Download MozBar,The MozBar SEO toolbar shows you relevant metrics right in your browser, as you surf the web.

Content Marketing strategy

Content Marketing strategy

Content marketing is much more than creating, distributing and sharing content in order to engage audiences, generate leads, improve branding, and other marketing goals you can serve with content marketing.

Content marketing strategy

It needs a strategic approach and that’s what a content marketing strategy is all about. Content marketing fits in a broader integrated marketing strategy and it requires a strategy of its own. However, just as all other strategies regarding specific marketing techniques (email marketing or social media marketing, for instance) such a strategy needs to be integrated in a broader strategy.

A content marketing strategy (not to be confused with a content strategy) analyzes the different ways content marketing can be used across the buyer’s journey, the customer life cycle and/or the different customer (experience) touchpoints but it goes beyond that. Essentially a content marketing strategy looks how content marketing (not content) can be used in a strategic way as such and for and with other marketing, customer and sales strategies.

A content marketing strategy answers questions such as:

A typical buying cycle content layering model – made by d custom – full version here

A typical buying cycle content layering model – made by d custom – full version here (PDF)

Who are the buyer personas and what are their content needs and preferences? This questions looks at the type of information different ‘archetypes’ of buyers seek during their buying journey and maps the customer touchpoints, preferred communication channels, and – to some extent – the content formats, although that’s a question for the content strategy too. Buyer personas haven’t been invented for content marketing. They are used for an overall marketing strategy. But in a content marketing strategy you take a more complete look at them.

Which marketing and other organizational goals can we realize or improve by better using content marketing? An example: traffic building, conversion optimization, event marketing, lead generation and management, email marketing, social media marketing, marketing automation, customer service, etc. can all be improved by a better usage of content and content marketing. Your content marketing strategy looks at this. As a matter of fact, don’t just ask what organizational goals content marketing serves as in the chart. Many people, especially those calling the buying shots, have no clue what content marketing is and so do many executives, even in marketing. So, ask what organizational goals you can support and strengthen instead of trying to separate content marketing from the overall equation.

Which content marketing metrics and KPIs do we need to gauge success, in correlation with other marketing metrics and KPIs? Although there are some typical metrics used in content marketing it’s important to speak a common language across all marketing and even business efforts. Content marketing is not an island. One of the crucial success factors in implementing marketing ROI across the organization is finding common metrics and using a common language between different departments.

How will we structure the internal organization – or better: how will we make sure that all content marketing related processes and flows are properly organized, in correlation with other marketing processes and/or teams? Often, content marketing thinkers advice to build teams that are more or less dedicated to content marketing. In practice, this seldom happens (except in some major firms) and teams better focus on the tasks and goals than the exact roles, realizing each company is different.

For which other marketing goals and even business purposes – on top of the usual suspects – can we use content marketing? Examples: to support your customer service team, to empower sales, to optimize website conversions, etc.

Which organizational processes, stumbling blocks, competitor data, management goals, customer insights, business stakeholders, teams, external partners, overall marketing priorities, etc. do I need to know in order to succeed? Before even thinking about content strategy, content inventorization or content production, these crucial questions need to be known.

How is the industry you are in changing? And more specifically: how is the buyer’s journey of your buyer personas evolving in the industries your customers are active in and your business is active in. What role can content marketing play? As an example: look at the evolutions in the B2B services industry. Content plays a clear role but look further. For instance: Key Account Management is a priority in that industry. Can it be served using an optimized content marketing strategy? Also look at the influencer sphere of the buyers in that industry and at the different types of buyers.

What questions do we need to answer and steps do we need to plan to put our content marketing strategy in action and move to the content strategy that looks at more content-related aspects?

What existing budgets can we tap into to better achieve the goals using content in areas where return is below expectations (and what are these areas, of course)? An example: you may have an overall budget for your website but maybe it’s better to invest in more relevant content for your buyer personas instead and putting that design makeover on hold this year. Or maybe your organization invests a bit too much in generating traffic and leads but conversions stay behind. You can turn down the volume a bit and invest more in conversion optimization and lead nurturing, using content.

How do we forecast and get budgets when no existing budgets can be tapped into or adapted? If your organization is missing out on important opportunities – and it always is – you need to make the calculated case for additional budgets.

These are some questions to answer in the content marketing strategy.

Why do you need a content marketing strategy?

3-D content

3-D content

The main reason you need a content marketing strategy is because content marketing is not an island.

Content marketing is an umbrella term. This means that it can be used for numerous reasons and can mean many things to many people. It’s less tangible than search engine marketing, for instance. This is exactly the reason why you need to think about the strategic role of content marketing within your organization and its ecosystem. Without a content marketing strategy, you risk focusing on the content – and content strategy – too much and not seeing the overall goals anymore. In fact, this is one of the most crucial and deadly mistakes in content marketing. Unfortunately, this disconnected view on content marketing happens very often and leads to a focus on the wrong things.

In an age where everything gets integrated and taking into account the fact that content marketing – and social media marketing – is a huge umbrella terms this mistake of content-centricity can not be made.

Finally, by looking at the role of content marketing in a strategic way, that’s integrated with overall marketing and customer goals, you don’t need to get buy-in for content marketing or even make the case. You’re most of all being a smarter and more effective marketer. In social media marketing, executives needed to approve budgets that were sitting somewhere else. In content marketing that’s less the case as it’s connected with many other marketing goals and is not something “additional”. This doesn’t mean that a solid content marketing plan does not often require additional budgets but you’ll sell more business and a better brand perception to the C-suite, not necessarily a content marketing strategy.

In the ‘modern’ approach of content marketing, where more people look at the role of content in branding, reach, engagement, social and SEO. especially in a pure branding, reach and engagement approach, organizations look less at buyer personas but rather at audiences. Nevertheless, such a view requires a content marketing strategy as well. Unless your company lives from website traffic, a pure publishing model without an overall strategy makes no sense. It’s also advisable to not look at content marketing from the pure social and search context.

Dissecting the steps in a strategic content marketing approach

While a content marketing strategy first looks at the strategic place of content marketing in the overall marketing process, there is also a planning and organizational dimension, mapping the different steps regarding content planning, mapping, creation, etc. In this sense, a content strategy involves various components. In most cases several of them come back but here are some common questions to answer or tasks to fulfill in a content strategy.

Why content variety matters – source

Let’s detail the content marketing strategy a bit more with a quick list of things to do.

Analyzing what content is needed to fulfill different business goals across the customer journey or for branding purposes (often overlapping, each touchpoint has a branding dimension as well).

Making an inventory of existing content and other resources or pieces of information that can be turned into content.

Setting up the proper content planning, collaboration and scheduling processes.

Developing a narrative that takes into account the brand’s promise and unique value proposition. Link the brand with the business goal and customer intent through content. Establish the tone of voice, style (guide), etc.

Automating specific marketing processes, often triggered, using the right content at the right time on the right place.

Planning a content strategy for different channels. OK, channels are never the priority but, on the other hand, each channel has specific characteristics, technical aspects, usage patterns, etc. Twitter is not Google is not email is not LinkedIn is not a webinar or a trade show.

Making sure the content gets found by and shared with the different buyer personas and target audiences.

Defining content-specific metrics and KPIs you will need to see if the overall marketing/business goals as defined in the content marketing strategy and ideally for your marketing ROI

Creating, sourcing, aggregating, curating, optimizing content: or just getting it done using the tactics that work best.

Defining a proper mix that fits the goals and the customer journey, regarding formats, channels, etc.

Providing the content in different formats, each with their specific calls-to-action, depending on individual stages. Offer a variety of content types and formats. Not for the sake of it but because different segments and personas have different needs. Furthermore, if you can avoid message fatigue, several touchpoints are good, certainly also from a brand perspective. There is nothing wrong with repetition, variety, choice and multiple formats. As long as it’s relevant.

Mapping content to pain points, questions and buying cycle. Elaborating on the buyer personas from a content strategy perspective. Look at the buyer journey but also the sales cycle (and, as opposed to popular belief, both are not aligned or the same).

Planning campaigns in the overall marketing strategy whereby various content marketing tactics can be combined.

Defining governance, content flows, managing content assets, storing ideas and data, etc.

Training the people that will be involved in the planning, execution and follow-up.

Closing the loop between your mrketing and sales, which involves content as well.

Looking at less typical content needs, e.g. for customer service.

Analyzing: competitors, markets, what customers/prospects want and say, the marketing place, a baseline analysis, etc.

Testing, optimizing, testing, optimizing, testing, optimizing,…


More resources on content marketing strategy

Below we take a look at the so-called 3D content mapping approach but of course there are many other aspects and approaches regarding content marketing strategy. Here are a few you might want to check out.

Content marketing strategy in plain English: getting started

Frameworks for smart content marketing programs

Developing a content strategy for customer engagement

Content marketing strategy: content formats in the changing buyer journey

Content marketing strategy beyond the first degree(s): value chains



Getting internal buy-in for a content marketing strategy – part 1

Content marketing: organization and management

The lack of a content marketing strategy (research)

Content marketing success in 7 steps

The role of influencers in a content marketing strategy

5 steps for an impactful content marketing strategy

3D content mapping: a strategic approach

Three dimensions to consider in a B2B content strategy


You know what segmentation is. In general, it means that your content should appeal to prospects/customers in function of their profile, behavior, journey, personas, etc. You probably think “I am doing that” but instead of targeting people in function of demographics or job functions take it further: industry, expressed needs and challenges, past behavior, triggers, digital signals, cross-channel customer data, whatever. But, most importantly: look at the pain points, questions and concerns of your prospects.

The buying cycle/sales cycle

“Today’s prospects are much more in control of the information flow, relying on trusted online resources and solution providers’ websites far more often than sales reps to identify solutions, evaluate options and develop short lists for further consideration. The role of today’s BtoB marketers in this new environment is to offer the right content, matched to the individual prospect’s level of interest”. That’s using customized content for lead nurturing, in function of your customer’s offline and digital footprints and where he is in the buying cycle.

Content type

“keep the message fresh”. But also make sure you use several content options, regarding format, channel and trigger (push, pull). Every prospect has his own preferences and in a cross-channel lead nurturing approach, meeting those should be the most obvious thing on earth. The type of content really depends on different elements in the above mentioned other two dimensions: pain points, behavior, personas, stages in the sales cycle, you name it. Arketi further developed the model over the last few years and I think it’s a nice way to look at it, certainly in B2B.

Content marketing is about offering the content to your prospects in function of their needs, desires, reading preferences etc. And, certainly in B2B, about the customer life cycle. In the end, that is customer-centricity and thus, by definition, cross-channel and multi-channel (or let’s just say channel-agnostic).

Effective content and the different content types in the customer life cycle

What Is Content Marketing?

What Is Content Marketing?

Useful content should be at the core of your marketing

Traditional marketing is becoming less and less effective by the minute; as a forward-thinking marketer, you know there has to be a better way.

Enter content marketing.

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues.

Content marketing is used by leading brands

Our annual research shows the vast majority of marketers are using content marketing. In fact, it is used by many prominent organizations in the world, including P&G, Microsoft, Cisco Systems, and John Deere. It’s also developed and executed by small businesses and one-person shops around the globe. Why? Because it works.

Here is just one example of content marketing in action:

Looking for more examples of content marketing? Download our Ultimate e-book with 75 content marketing examples.

Content marketing is good for your bottom line — and your customers

Specifically, there are three key reasons — and benefits — for enterprises that use content marketing:

Increased sales

Cost savings

Better customers who have more loyalty

Content is the present – and future – of marketing

Go back and read the content marketing definition one more time, but this time remove the relevant and valuable. That’s the difference between content marketing and the other informational garbage you get from companies trying to sell you “stuff.” Companies send us information all the time – it’s just that most of the time it’s not very relevant or valuable (can you say spam?). That’s what makes content marketing so intriguing in today’s environment of thousands of marketing messages per person per day.

Marketing is impossible without great content

Regardless of what type of marketing tactics you use, content marketing should be part of your process, not something separate. Quality content is part of all forms of marketing:

Social media marketing: Content marketing strategy comes before your social media strategy.

SEO: Search engines reward businesses that publish quality, consistent content.

PR: Successful PR strategies address issues readers care about, not their business.

PPC: For PPC to work, you need great content behind it.

Inbound marketing: Content is key to driving inbound traffic and leads.

Content strategy: Content strategy is part of most content marketing strategies.

Content Marketing vs. Inbound Marketing

To be effective at content marketing, it is essential to have a documented content marketing strategy. Download our 16-page guide to learn what questions to ask and how to develop your strategy.

What if your customers looked forward to receiving your marketing? What if when they received it, via print, email, website, they spent 15, 30, 45 minutes with it? What if they anticipated it and shared it with their peers?

If you are intrigued and ready to learn more, we can help. Here are a few popular ways to dig in:

New to content marketing? Check out our getting started guide, where you’ll learn the definition of content marketing, as well as basic steps for putting a content marketing plan in place.

Need a content strategy? Read the CMI Content Marketing Framework, which outlines the essential building blocks for a successful content marketing program.


Need advice specific to your organization? Contact our consulting group, led by strategist Dr.Thiruganasambandan.k, to find out how they can help you meet your content marketing challenges.

If at any time you have questions about content marketing, don’t hesitate to reach out and ask us.

What Is Content Marketing?/What Is Content Marketing?/What Is Content Marketing?/What Is Content Marketing?What Is Content Marketing?/


What Is Social Media Marketing? SMM

What Is Social Media Marketing?

Social media marketing refers to the process of gaining traffic or attention through social media sites.

Social media itself is a catch-all term for sites that may provide radically different social actions. For instance, Twitter is a social site designed to let people share short messages or “updates” with others. Facebook, in contrast is a full-blown social networking site that allows for sharing updates, photos, joining events and a variety of other activities.

How Are Search & Social Media Marketing Related?,

Why would a search marketer — or a site about search engines — care about social media? The two are very closely related.

Social media often feeds into the discovery of new content such as news stories, and “discovery” is a search activity. Social media can also help build links that in turn support into SEO efforts. Many people also perform searches at social media sites to find social media content. Social connections may also impact the relevancy of some search results, either within a social media network or at a ‘mainstream’ search engine.

Social Media Marketing








To keep up with social media marketing, subscribe to our weekly Social Media Marketing digest and Marketing Day daily recap newsletters, with the latest articles from Marketing Land and Search Engine Land, as well as the day’s news sources all over the web.

SEO Workshop in Madurai

• Time: 9:30am – 12:30
• Fee per participant: 500
• Limited to 10 spaces
Who Should Attend?
This workshop is suitable for anyone with a basic understanding of search optimisation who wants to enhance and improve their website’s visibility in organic search results, delivering visible results for their business.
Workshop Agenda:
• The importance of Search Engines
• What is SEO & How do Search Engines Work
• SEO Planning & Implementation
• Search Engine Signposting
• Link Building
• Content Marketing
• Refinement
• Analytics Review
• Questions
Trainer:Director and Head of Marketing at
Seamus White has a wide breadth of multifunctional experience covering areas as diverse as Finance, Business Analysis, Strategic Planning, Category Management, Marketing and Sales and has held senior roles in both large multinationals and indigenous SMEs. Seamus became a web marketing enthusiast with a keen interest in search engine marketing after experiencing first-hand the power of SEM having spent a number of years working in online marketing for travel businesses.
Booking Form

Tailor made email newsletter service to suit your needs

We can tailor an email newsletter service to suit your needs. We can design, personalise and implement your email newsletter campaign.
Our service includes:
• All content will be agreed with you before sending
• Design can be personalised
• Personalisation of each email
• We have the latest software to successful implement your campaign
• Subject line testing
• Detailed feedback and analysis on your campaign
• Customer behaviour analysis
• An unrivalled customer service
• Customised service specific to your requirements
“B2B companies that blog generate 67% more leads than those who don’t blog”

Tailor Made Blogging services That we enable you that will really work

Tailor Made Blogging services That we enable you that will really work
Tailor Made Blogging services That we enable to you that will really work
A blog features diary-type commentary and links to articles on other websites. Blogging is useful for marketing and in particular search engine optimization. There are plenty of other benefits to blogging and these include:
• It is a powerful tool for real-time discussion
• Generates backlinks
• Boosts traffic
• Low-cost marketing device
• Personalised/bespoke
• Manage your online reputation
• It keeps you ahead of your competition
• It is an excellent social media marketing device
• Helps with search engine marketing
• Direct communication
• Media and public relations
• Low cost

We can create a customised blog design for you as well as assist with content. We will also:
• Customised design
• Personalised content
• Used in conjunction with SEO/SEM
• An unrivaled customer service
• Customised service specific to your requirements
Digital is one of the leading digital marketing agencies, with a proven record of delivering results and new business for our clients through search engine marketing.

Search Engine Marketing Services SEM

Search Engine Marketing Services SEM
Search Engine Marketing
Providing the latest in online marketing strategies to grow awareness of your business online. Services include website optimisation, search marketing, display advertising, social media support and email marketing. All carefully tracked, measured and analysed to ensure your business is benefiting.
Digitaltout  will offer an extensive range of digital design services to meet all your requirements.
Our team of experts will simplify the process for you, making it a jargon free experience and ensuring you create the best face for your business online.
Website Development
Using your business objectives along with our development and programming expertise, we can bring a whole new dimension to your business.
 Digitaltout  have been successfully involved in SEO for many years. Our Search Optimisation (SEO) services are varied and extensive with the objective of always achieving maximum visibility for our clients’ online content in the SERP’s (search engine results pages).
Our  team always work by the rules as set out by the search engines thus ensuring long lasting rankings that reflect on the quality of your content. Our clients currently market their products or services in up to 10 languages using 4 alphabets, targeting markets right around the globe.
Search Engine Optimisation(SEO) services we offer
• Keyword/keyphrase research for your target market
• Improve your online architecture so that its SEO friendly
• External/internal link appraisals
• Building contextual links
• Performance reporting
• International and Multilingual SEO
Search Engine Optimisation(SEO) benefits to our clients:
• Improved search engine ranking for targeted keyword search phrases
• Improved targeted traffic for your products and/or services
• ROI is easy to measure
• Improved online visibility for your company
Search Marketing Audit
In today’s world search engines are a primary source of information for millions of people. Search Engines like Google, Yahoo and Bing (formerly MSN) are often the first port of call for people looking for information. If your business website is not appearing prominently for searches for your product or service then you are missing a huge opportunity… that’s where we can help!
Why is this important? Consider, in an offline context, what it would be like if no one could find your place of business, that is what it is like today if your website cannot be found in search engines. Potentially valuable customers never even know you are there. It is not enough to be found for your business name as that only captures searchers that already know where you are.
The first step to being found in search engines is to know where you stand today.
We offer two audits that can help you establish the search engine strength of your website:
1. Search Engine Optimisation Audit 
Our SEO experts will provide you with a thorough review of your website:
• Assess how friendly your website is for search engine indexation
• Inspect the technical architecture of your website
• Identify targeted keywords for your niche
• Analyse the ability of your website to target these keywords
• Evaluate current ranking of your website
• Provide a detailed report outlining our findings

2. Advanced Search Marketing Audit from 
In addition to the basic audit above, we will do an advanced audit incorporating:
• Installation and 2 months monitoring of web analytics
• Detailed analysis of structural internal link architecture
• Qualitative inlink analysis
• Pay-Per-Click analysis and recommendations (including management for 2 months)
• Development of an in-depth search marketing strategy
Granite Consulting are one of Ireland’s leading digital marketing agencies, with a proven record for delivering results and new business for our clients through search engine marketing.

Email Marketing Just Made

Email Marketing Just Made

44% of consumers made at least one purchase last year based on a promotional email they received.

Email Marketing
Traditional mail can be costly and time-consuming. It can also slow lead times and is difficult to measure. With Email Marketing, you can interact with your customers in the most cost-effective and environmentally friendly way. It also provides effective delivery and measurability. Although we will run your Email Marketing campaign for you, you will retain control as it is permission based.
There are two main types of Email marketing:
1. Direct Mail
Direct email involves sending a promotional message in the form of an email. For example, a special offer announcement.
2. Retention email/ e-newsletters
Retention emails usually take the form of regular emails known as newsletters. A newsletter may carry promotional messages or advertisements, but its main aim is to develop a long-term impact and relationship with the receiver.
• Cost effective way of communicating with your target audience
• Increased sales
• Email lets you deliver your message directly to people – unlike a website where you need the people to come to you
• Gain new customers
• Retain customers
• Stay in touch with your customers
• Segmentation by sending emails to subscribers who meet certain criteria
• Contact customers regarding your latest offers and news
• Introduce new products/services
• Reinforce your brand
• Results are trackable
• Environmentally friendly
• Inside knowledge and feedback
We can tailor an email newsletter service to suit your needs. We can design, personalize and implement your email newsletter campaign.
Our service includes:
• All content will be agreed with you before sending
• Design can be personalized
• The personalization of each email
• We have the latest software to successfully implement your campaign
• Subject line testing
• Detailed feedback and analysis on your campaign
• Customer behavior analysis
• An unrivaled customer service
• Customised service specific to your requirements