The content quagmire; with content king and context his queen, by ignoring the site for 48 hours we slipped from the number one Google™ position. This real life lesson shows the importance of a solid content strategy. It also shows that results for organic placement can be quickly promised and attained, but without constant care and feeding it is not sustainable, now the real works begin.
Today I added Google™ analytics (GA) code to the footer, this will allow me to analyze two important metrics; time spent on site and bounce rate, to me important because I can see the % of visitors who see no value from the site. We believe that getting found is only part of the equation, repeat visitors, those who receive value from this content and have decided to return now becomes paramount. With GA, I will share our “convert at search” metric and report on pass though rates that give us an indicator of the value of our content and allow us to gather information important to your buying life cycle. Yes, I am trying to sell you something, but not until you agree that you see value and differentiation that only we can deliver.
This is where it get’s interesting and fun, for return visitors I have at the max, 7 seconds to entice you to read this far. For some, our standard UX may not of passed their sniff test and bounced, our goal is to start blending in rich internet applications to make it a pleasant user experience. To see this, click on the title; The real life perils of organic SEO and see an interview Dave Winslow, CEO of EpikOne about his favorite metrics. Give Dave a couple of minutes and learn what leading companies are measuring in their inbound marketing initiatives.
I look forward to my next update.