Web Analytics an Integrated Service

According to the US Web Analytics Forecast, 73% of businesses are currently using or piloting Web Analytics technologies. Not all businesses are effectively utilizing the information and employing actionable feedback. The data has and will continue to be the commodity. Web analytics is just the tool that has the potential to improve marketing effectiveness, elevate customer satisfaction and identify new revenue opportunities. The fact is that businesses either fail to recognize the ROI or do not apply the data.

DaBrian Marketing Group has identified 4 elements that organizations must have to successfully leverage web analytics: money (investment), human resources, communication, and action. For the most part, businesses can implement Google Analytics so the cost of the investment has been minimized. The biggest issue is human resources that require analyzing the data and translating the information into business action. It requires a will, desire, and talent to understand the business, web analytics, and the variable that can impact measurement or analysis. Communication is critical because the business must effectively communicate to understand the value of web analytics as well as recognize the impact that the information has on marketing effectiveness, customer satisfaction, and revenue growth in order to fund the department or web analytics technology. This will also help to get people to act on the information and deliver it in order to see results.

As technology improves there will be increase in complex marketing challenges. Many marketers struggle to uncover the insight within their web analytics and to keep up with new measurement issues. The existing expertise will continue to be needed by web analytics agencies and the importance of integration will more to the forefront.

Search Engine Optimization (SEO) Myths & Misconceptions that the Best SEOs Rank at the Top of a Google Search for SEO

While it's very hard to convince some people otherwise, with the exception of top level SEO consultants, the results for "SEO" at Google are substandard. Even SEOToday was ironically not listed on the first page of Google on October 16, 2010, and several of the United States Top SEOs were not listed within the first 3 pages of Google. Why not? SEO considers the company, branding, messaging, and positioning statements. SEO consultants look to identify keywords and phrases that not only increase visibility, but also increase the probability of conversions (leads or sales). This request intensive keyword researches both quantitative and qualitative data usually in the form of web analytics, keyword tools and customer feedback. SEO starts with keyword research, which leads to an understanding of your client’s goals, objectives, strategies, and target audience.

This is a job for an SEO or SEM agency, not for a web design firm. In some cases, web design firms can provide most businesses with a title, keywords, and descriptions; however, the lack of expertise or human resources to allocate time and applied knowledge to keyword research, conversion optimization, keyword ranking monitoring, crawling issues, continuous on-page optimization and link building for a campaign can be detrimental. In general, their area of expertise is in creativity, user experience, and developing great user interfaces, not developing or enhancing a site for search engines. There is an evident difference, one is more creative and one is more research-oriented or analytical. You would not ask an artist to analyze and diagnose your businesses financial statements, would you?

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