In order for your business to succeed, it is vital that you develop a strong online presence.  That presence should include search engine optimization, also known as SEO.  SEO focuses on using the keywords that are frequently input by users in order to direct traffic to your website.

The task is not complete once you have an SEO plan in place.  In order to measure the efficacy of your SEO plan, you need to use analytics to measure how successful your online strategies are being.  Analytics allow you to see specifically what is working for you and what is not.  Here are all the details on how to use analytics to improve your online presence.

Why Do You Need Analytic?

Analytic Online StrategiesAnalytics are just numbers that tell us a lot of valuable information about what we are doing online.  They tell us how many people are coming to our websites, and they tell us whether people like our blog posts.  Analytics also let us know when someone purchases our products online and when our business is being talked about.

Since the information that we get from analytics is presented to us in the form of numbers and graphs rather than a textual explanation, we need to know a little bit about how to interpret those numbers and graphs.

When you see the number of times that your page has been viewed, you may be pleasantly surprised at the high number. Unfortunately, there are some caveats that you must keep in mind with this number.

First of all, the number of hits on your page refers to just one element on your page.  It doesn’t mean that the hit covered all of your page, just that one user clicked on one single element, which could be something like a graphic.  You aren’t necessarily getting the coverage of your page that you are hoping for just because you have a lot of page hits.

The second thing to keep in mind is that many of those hits could be robot hits.  Most web hosting packages don’t differentiate between actual human hits and robot hits.  So the truth is that a large portion of the hits on your page could be robots that are indexing your site.

Be Careful with Bounce Rate

One statistic that analytics will help you with is something called the bounce rate.  The bounce rate refers to users who click on your link from a search engine, view your home page, and leave your page without looking any further.  This is also known as a single-page visit.  Clearly, you can increase your conversion rate if you reduce your bounce rate.  One of your goals should be to keep visitors staying longer at your page rather than bouncing back to the search engine.  You may need to evaluate your entrance page and how you can alter it to keep the attention of visitors.


Analytics are extremely valuable to your online presence, and you should regularly spend some time evaluating them to see how your business is faring online.  There are lots of different analytics packages available that can provide you with comprehensive information on how well your online strategies are working.  Depending on what you are looking for, you can get free analytics information or you can spend a large bundle of cash to get the nitty gritty details.

Analytics can be tricky and time-consuming for a small business owner.  If you could use help navigating your online presence and analytics, contact Epresence Online Marketing.  Our experts can guide you through the world of online marketing and make sure that you are maximizing your available resources.