Profiling your SEO and SEM traffic is important. Okay, thatâ€™s an understatement. Itâ€™s an online business MUST, revealing money making info as to how you should be allocating your time, maximizing your marketing costs, and optimizing your webpage design.
Just in case, definition of online profiling = collecting data about your online visitors’ preferences and interests with the purpose of designing targeted landing pages and website content for specific visitor types.
What You Already Know
Using Traditional Analytics, such as Google Webmaster tools, this is probably what you already know:
1. Traffic source
2. Which keywords in both your SEO and SEM campaigns succeed in driving visitors to your site.
3. Which website landing pages visitors arrive to.
This is great, but as youâ€™ll probably agree, not enough.
What You Still Need To Find Out
This is what you still probably donâ€™t know and should:
1. What webpage elements visitors engage with once they arrive to your webpage.
2. How much time was spent actually engaging with a single page on your site.
3. What are the micro conversions that ensue that encourage your overall conversion rate.
In a nutshell, the customer experience of your visitors inside your webpages is what you need to know. And you REALLY need to get in there to find out!
A Little SEO, SEM, & SMM Background
At the start of SEOand SEM around 1998, online businesses simply needed to dip their feet and get exposure with these new marketing channels. The goal was to initiate link building for SEO and put out some PPC ads to see which ones provided good bait for potential customers.
However, more than a decade has passed and the web is now knee deep in SEO, SEM, and booming SMM (Social Media Marketing) campaigns. In order for a specific campaign to reign effective and profitable, online marketers need to continually be monitoring and optimizing their content and layout to meet visitor goals, popularly referred to today as user optimization.
The Half-Way Mark
Traditional Analytics clues you in as to what keywords you should be investigating. However, knowing exactly what webpage elements to alter, as well as specific content to re-craft for which audience, cannot be determined from this given information alone.
You are limited as to how you can filter your visitors and can therefore be working with misinterpreted data.
For example, although you are shown visitors that abandoned your website after only viewing one page, you are not given a proper representation of what these visitors did once on the page itself. It could be that they were engaged to a point, but not enough to navigate to another page on your site. And you need to be able to find out why.
And, while the goals of an online business are generally straightforward, the goals of our visitors are not as obvious and can only be accurately defined through monitoring their actual online behavior.
Customer Experience Analytics tools go beyond the limitations of Traditional Web Analytics and let you segment, compare, and evaluate each traffic source’s behavior within your webpages.
Popular traffic sources to check and compare
Organic Search – Which keywords are working better than others for which traffic source?
Social Media All-Stars = Facebook, Twitter, Linked-In â€“ Which one engages customers the most with your content, which traffic is best at driving your sales?
Affiliate traffic â€“ where are your strongest sales coming from?
- What each traffic source does once they arrive to your site.
- What goals are your visitors trying to achieve and which webpage elements do they engage with in order to achieve them.
- Which traffic sources respond better to a specific PPC ad than another, and why.
During your observations, youâ€™ll either be pleasantly surprised by the behavioral usability patterns from visitors arriving from a particular traffic sourceâ€¦or extremely disappointed by the confusion that ensues by a misleading PPC ad and/or keyword.
BUT, good news! How you need to proceed will be clear.
There is no longer any need to guess on the successes or failures of your marketing campaigns. If what you are doing regarding SEO and SEM seems to be successful and meeting your expectations, continue concentrating your marketing efforts here. If not, use the visitor behavior data gathered from your Customer Experience Analytics and optimize your webpages accordingly.