According to a February 2010 study by digital marketing company iCrossing, companies surveyed had “95% of all their non-branded natural search traffic from page-one results pages across all three major engines”.
This high impact search engine data reinforces what savvy companies already know about getting found online – Search Engine Optimization (SEO) is big business. But while getting to the first page of Google, Yahoo and Bing search engines is important, it doesn’t guarantee success, and companies need to be constantly monitoring their Web presence. One simple way to do this is through the use of referrers.
Referrers, independent websites that link to a company’s web page, can be an excellent way to keep track of pertinent analytical data for web traffic. While it is simple to install a page view counter, this does not tell a company what it needs to know about how effective its website presence is. In order to know if the current web content is doing the job, companies need specific data to properly tailor their website to their target markets.
- Total number of visits from each referrer link
- How many of these visits are “new”
- How long each visitor stayed on the company’s website.
In addition, these tools can let companies easily see exactly which pages were visited during a customer’s stay on the website, and can offer information about what is working on a site and what needs to be changed.
Creating an optimal web presence for a company takes work and dedication. Further, a combination of not only SEO, but also monitoring and building referral links through analyzing Web Analytics has proven to be an excellent strategy in increasing the effectiveness of a company’s website.