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Web tools designed to build and maintain your online presence

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Vladimir Milanovic
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There are many tools that can assist you in building a strong online presence. We have already discussed a few of these tools in the 3 must have tools for generating leads with your business website article. Now, we would like to explore the three tools that can help you optimise your website performance.

Search Engine Optimisation (SEO)

Search engines are smart and therefore websites need some assistance with SEO in order to net the most number of visitors and attention. SEO is an ongoing activity that helps with attracting more visitors to your site.

SEOmoz provides analytical data about your website that would be too labour intensive to collect manually. Some of the features it offers include: ranking reports, crawl diagnostic summary, on-page report card and link analysis report. The different features can help you understand how your website is ranking for specific keywords within the search engines. SEO MOZ produces reports that show how search engines crawl the websites and what technical issues require fixing. It also includes recommendations to help improve the website and its grading in terms of the level of optimisation and keyword targeting for a particular page. SEOmoz Link analysis report provides a comparison of your website with the competitors. This data allows you to explore backlinks, anchor text, top pages and key metrics such as page and domain authority.

SEOmoz is sold by capacity in three different types of packages, PRO, PRO Plus and PRO Elite. With PRO Elite you are entitled to 12 campaigns, tracking 1,000 keywords and 10,000 pages crawled at the cost of $199 per month. Investing into SEOmoz or similar tools on the market, such as Raven SEO tools and Analytics SEO provides reports that help increase your website’s chances of getting found in search engines, which ultimately leads to financial benefits. Some of these include the reduction of PPC costs, increased revenue from long tail search keywords and an increase in unpaid traffic to your website.

Web Analytics

With countless websites being created daily, the online market is becoming more and more competitive. To stay at the forefront of the competition, it is important to track how many people are getting to your site, how they are getting there and what’s performing well.

Google Analytics is probably the most popular analytics tool in its category. Its popularity derives from the fact that it is free and simple. It is used to track information about the way the visitors arrive to your site and interact with it.

A successful SEO campaign will require the use of Google Analytics or similar tools in order to track the performance of your keywords. Google Analytics provides basic analytical tools for SEO and marketing purposes and statistics that can be classified into information on visitors, traffic sources and content. It provides data on where the visitors of your site are geographically located, what language they speak, how often they visit your site, returning vs. new visitors and what computers and browsers they are using to get there. Traffic source data provides information on how people arrived to your site, the keywords they searched to find your site and which sites link to your page.  Information on content provides insight into specific pages of your site, including information on how people enter and exit your pages and which pages are the most popular.

Google Analytics is not the most sophisticated tool on the market, and is therefore not recommended for high-end companies that are using high-performing websites. Other web analytics tools available on the market include Clicky and Mint.

Website Usability

Crazy Egg is a tool used for optimising the usability of your website. It aims to improve the user experience by testing button clicks, checking out where people spent most of their time on landing pages and understanding if visitors behaved the way it was planned on a web page. Crazy Egg goes one step further from Google Analytics and visualises visitor’s behaviour on the website. It shows you where each visitor has clicked, whether it is on a link or not, thus highlighting usability errors and those areas that need improvement. It has features such as scroll maps and heat maps. The scroll map displays the amount of time that has been spent viewing each section of the page, while the heat map provides a visualisation of where the visitors are clicking on the page. In a nutshell, Crazy Egg is like X-ray vision for your website!

This is valuable information on user behaviour that allows you to detect design flaws and user frustration.  Analysis obtained must be considered and applied when re-designing or tweaking the web page to address the areas causing confusion and keep the elements that are working well. Crazy Egg pricing starts from $9 per month for basic features and up to $99 per month for the professional plan. There are many other web tools that provide heat maps and visitor’s mouse move tracking. Here are a couple to check out: Clicktale and Clickdensity.

The main goal behind using information provided by these tools is to improve the website’s return on investment and increase conversion rates by achieving your website goals. Tracking your online marketing campaign and fine tuning the website and its content is a must for future success. If you invested a lot of money into the development of your website you want to ensure that your goals have been met and your audience reached.

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About Vladimir Milanovic

Vladimir Milanovic
Vladimir has been working with GCOMM since 2010 on the design and implementation of the recent branding and marketing strategies. He was also responsible for the rebranding of LiveBackup in 2012. Between 2006 and 2010 he was involved in the creation and launch of Imperial Tobacco’s European BTL platform for its Davidoff brand as well as for the rebranding of French icon, Gitanes. Vladimir graduated from the Belgrade University of Arts in 2005.
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