Do you feel that you should be doing more analysis on your website?
Do you know how well the traffic coming into your blog performs?
It’s great to chat about traffic but there’s a lot more to take into account than just this. We’d recommend a full website analysis report, but the starting point is to answer nine very important questions. Read on to find out what they are!
1. How are you doing with SEO?
If you are doing some search engine optimization work on your website content, you want to see if you are getting the benefit from the effort that you put in. You will want to check things such as:
a) What is the click-through rate on content that is getting ranked? Check Google Webmaster Tools.
b) Which terms are you ranking for? Check SEMRush.
c) What is my link profile, i.e. what links am I getting? Check Ahrefs.
d) Do I have good titles/descriptions (essential for SEO)? Download Screamingfrog (it’s free) and check it out.
Action: Read this blog post which will give you some help -> SEO competitor analysis tools
2. Who is sending you traffic?
What if you spend all day on Twitter and only 10 minutes on Google+, but you find that you only get twice as much traffic from Twitter? (NB, we also need to check conversions from this traffic, see later section!)
What if you write guest posts for a few different sites, but find that some are generating traffic and some aren’t?
It’s really important to monitor who is sending you traffic.
If you are using Google Analytics, check the Acquisition -> All Referrals section.
After you figure out who is sending you traffic, you need to figure out whether this traffic is converting. You might get 5 times as much traffic from Twitter compared to Google+, but have more conversions from Google+.
Action: Read this post on how to analyze social media traffic.
3. What’s broken on your website?
It’s important to understand if anything on your website is not working properly.
a) Are there any broken links on your site? Use Broken link checker.
b) Is Google finding any problems on your site? Check Google Webmaster Tools.
c) Does everything work on different browsers? Check Browsershots.
d) Are all your forms working? Every so often, you should send yourself a message via your contact form, fill out your e-mail subscription forms, and test out your landing pages. Quite often, you’ll find that at least one of them will be broken, potentially losing you vital business.
Action: Use the tools provided above and run them regularly on your site to resolve any issues.
4. Is the performance of your site acceptable?
How quickly your website displays its content is extremely important. Especially now that people are accessing content more and more on a mobile device, and typically, phones and tablets will have a slower connection speed.
When was the last time you checked your site’s performance?
One simple test you can do is to use Google’s speed test tool. This gives your site a speed rating out of 100 for accessing your content on a mobile or desktop. It will also provide you with some corrective actions to improve your performance.
Action: Run this tool and check your speed. Ideally, you want it to be 70 or above. Any issues raised should be discussed with your development team.
5. What is your conversion rate?
Do you know how many visitors coming from social media channels sign up for your newsletter or a demo of your product or service?
What about those who come from other websites? Do you know which conversion box works better on your site? And which landing pages work best?
It’s really important to understand your conversion rates. Here’s an example of how you can track them:
a) Goals in Google Analytics
When someone signs up to your email list / demo of your product etc., you direct them to a thank you page. You then set up a goal in Google Analytics, and the goal is achieved when someone lands on the Thank You page. You can even set up different Thank You pages for different sign-up boxes.
Now you can see what your conversion rates are for each of the sign-up boxes.
Google will also show you the source of your conversions. Are they coming from Twitter, Google+, a website you did a guest post for or somewhere else?
b) Check with your email provider
When you put opt-in boxes (i.e. you’re collecting names, email addresses etc.), you need to include code from your email provider as part of the opt-in box. This means that when someone subscribes they get entered directly into the e-mail tool providers’ database.
What you want is to have separate code for each opt-in box and then, typically, the provider tracks where each conversion comes from.
Why have a conversion box at the end of your blog post if you are achieving no conversions? What can you do to improve the conversion rates of already high-converting sign-up boxes?
Action: Get a list of the most important conversion statistics and evaluate them on a regular basis.
6. How does my website work on a mobile device?
The majority of Facebook users use a mobile device when accessing Facebook content. What happens when they click on a link to go to your website?
The starting point is to make sure it loads at a reasonable speed.
The next thing to consider is how easy it is to get conversions.
On mobile devices, we focus too much on enabling support and not enough on ensuring conversions are high. Maybe your conversion boxes need to be redesigned on a mobile device? Maybe they should be in a different position? Maybe you need to rethink how conversions work?
Action: When you’re building your mobile presence, make sure you think hard about conversions. If you already have a mobile site up and running, start testing and optimizing for conversion. Whatever works on your desktop will not necessarily work on a mobile!
7. What content is shared on your site?
Your site content is the driving force for traffic so you need to pay special attention to it. Every month, why don’t you do an analysis and see which pieces of content get shared out on social media the most?
Next, write more of this type of content. If this is what your audience wants, surely you can write more of it?
Use Socialcrawlytics to crawl through your website and give you a great report on what content gets shared the most.
In the chart above, each color in the bar chart represents an individual blog post. So you can clearly see which blog post has been the most popular, and on which platform. You can also view a list of blog posts in table format and see the most shared posts first.
You may be able to look at that blog post, take each major point, and create a blog post for each of these points. Or you could just get some ideas on a similar theme.
Action: Run SocialCrawlytics on your site every 3 months to see what’s working/not working. Of course, you can also run it on your competitors’ sites.
We are always very keen to add changes on to our website, but we’d be better off if we were just as keen to review what we already have! Quite often, we can make significant improvements from incremental changes.
So, step back – every 3 months at least – and do an overall review of your website to ensure you get the most benefit from all the social media/blog traffic you are receiving.
a) I’ve made it easy for you, as there are action steps at the end of every point. If you choose a couple of these, that would be a great start.
b) Share this post – hopefully your friends will get some benefit from it,too.
c) Comment below – we just love hearing from you!
All the best,
About the author
Author: Ian Cleary is the Founder of RazorSocial and is super passionate about helping people leverage tools and technology to improve effectiveness of your social media presence.