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The Thrust eStrategy Blog

The Thrust blog delivers timely and interesting conversation on online marketing and social media programs. Sign up here for free.

User Segmentation and Web Analytics

John Peretz - Saturday, March 24, 2012
One of the most important tactics in analytics is segmentation. Yet, most small user segmentation google analyticsbusinesses look only at aggregate (or cumulative) data. I think this is partly because most small businesses don't fully understand what segmentation is. Or, they may not have a very clear understanding of what the benefits are and thus haven't devoted the time to understand it better.

Different types of users come to your website. They come from all sorts of different places, with different intentions, looking for different things to solve all sorts of different needs. To be highly effective and get the most potential from your website, a very effective and persistent segmentation strategy shoud be an important part of your web analytics process.

You will benefit from segmentation because you will go through a review process that will give you a deeper understanding of your business, which is always a good thing. Segmentation will allow you to quickly focus on areas of deeper depth, which will reveal important insights that drive actions. The segmented data that you will get will just be more relevant and useful than aggregate data.

Once again, Google Analytics makes segmentation a lot easier than you may think. You can do many basic things with just a few clicks. There are several default segments set-up within Google Analytics such as new visitors, returning visitors, paid traffic, search traffic, etc. You can also set-up custom segments in a snap, such as visits from California, or visits with purchases of $100 or more, for example. Take just a little time to better understand these capabilities and it will pay big dividends.

Segmenting your data is a process of focusing on the specific. This generates actionable ideas and ultimately improves your bottom line.

Next week we will discuss focusing on customer behaviors and how analytics can help.

If you need help with user segmentation and analytics contact Thrust.

Using Keywords on Web Sites

John Peretz - Saturday, March 24, 2012

This blog will explore how using keywords on web sitesusing keywords on web sites actually works. It's for those a bit less experienced.

First off, links and keywords are arguably the two most important elements when it comes to your Google ranking. Since we've covered link building in other blog entries, let's take a look at using keywords on web sites.

Keywords are words that people would use to do a search on Google, and it can be one word, or several. Most keywords are actually several words put together, like "affordable hawaii vacations".

Long tail keywords are phrases that are longer, and get searched less often, but still contain important information that you could rank very highly for. An example of this would be "best rated hawaiian vacation packages". 

How do know which keywords to target? Well, you should do some competitive research to determine the keywords that other companies already use. You can use a tool like WordTracker to help you come up with new keywords.

But, you should also determine the competitive environment as well. Wordtracker uses a pretty cool indexing tool that can tell you what the level of competition is. Ideally, you should target keywords that have a high search volume and lower competition.

Once you determine your list of keywords (you should have 300 to 1,000), you can begin your site optimization by including one to four keywords on each page, and then create remarkable content that other web sites will want to link to.

It's the combination of credible links that are linking to a specific page, along with the content that relates to the search that makes the biggest difference.

It almost always makes sense to start a web optimization program or start the development for a new site with the clear understanding of your most important keywords.

Thrust Internet can help in the process. Thrust helps growing companies with their online marketing and social media programs, and also develops web sites.

Whatever route you go, make keyword development and link building two of your top priorities.

5 Tips on Controlling Web Site Abandonment Issues

John Peretz - Saturday, March 24, 2012
Web site abandonment issues deserve your constant attention. Your web site bounce rate measures the number of visitors that came to your site and left without clicking on anything. When a visitor comes to your web site you only have a few seconds to make a good first impression. That's all it takes for most visitorssite abandonment issues to decide whether to stay or to go. Web analytics expert, Avinash Kaushik, describes a bounce as, I came, I puked, I left.

Let's take a look at 5 tips to address web site abandonment issues.

  1. Great Design - A professional layout and impressive graphics are critical to making a great first impression on your website. A cheap look just doesn't cut it.
  2. Relevant Content - Visitors come to your site looking to find an answer to a problem or buy a product that meets a need. Make sure your content is relevant and remarkable.
  3. Clear Navigation - Make your navigation clear, simple and well organized. Eliminate guess work and get the visitor where they need to go quickly and easily.
  4. Avoid Distractions - Ditch the pop-ups, limit your ads, and forget the auto play music.
  5. Balance Your Content - Balance your content and images and consider short informative videos. Nobody is going to read 400 or 500 words in small type with no images, but they might love a well made 2 to 3 minute video. comScore just reported that 84.8% of the total U.S. Internet audience viewed online video in the month of March. Users love good video content.

The Biggest Myth about Your Google Ranking

Rob Newton - Monday, May 17, 2010
I've had a lot of clients, colleagues and friends ask me "How do I get a better website ranking?"

The hard cold fact is, your website doesn't get a Google ranking. Your home page (and other pages on your site) receives the ranking.

Pages are ranked, websites aren't.

Once you understand this reality, it makes your own search engine optimization a lot easier.

Each page of your site should be fully optimized for the search terms you're trying to rank for. Treat each page like a homepage and you're sure to go further.

Building credible links into your specific pages is the single most effective way to improve page ranking.

But it goes beyond that. You should have a list of specific keywords that you want to rank for, and attack each page accordingly. Use one keyword, or small sets of keywords on each specific page. The idea is to have a lot of your pages within your website rank organically for the keywords that are most important to you.

That's it for today. If you learn this one concept, your S.E.O. efforts will be headed in the right direction, and you won't be as frustrated by trying to stuff a whole closet full of keywords on your homepage and hope your "website" gets a good ranking.

If you would like help with your eStrategy, contact Thrust Internet today. We help growing companies with their online marketing and social media programs.

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