Google Keyword, Competitor SWOT Analysis & Website Analysis 

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An experienced Internet Marketing Consultant knows a solid online marketing strategy firstly gathers facts. A complete website analysis and SWOT analysis is the first insight into your market on the web. It gives you the platform to develop your business growth web strategy. Website analytics gives you the ongoing facts on whether your online marketing strategy is working.

Google Keyword Analysis - Find Your Internet Market:

The words and phrases your potential clients use in search engines such as Google and Yahoo to find the right information will be the first insight into your website analysis. To find these you will need a detailed keywords suggestion analysis. A Google keyword analysis using the Google external keyword tool is a good start. You will need to know how many times a day or month each term is used.

Importantly you have to know how many other websites are also trying to capture those terms. To appear in the best positions (rank), for example the first page in a search engine such as Google, you maybe competing with many thousands of other websites. The more websites, the more difficult it will be to rank and the more work and time is required to achieve a high search engine position.

A fast approach is to use more qualified terms that have less competition. Once you have decided on your keywords, you develop a web page around your keywords suggestion. All of your content and web optimisation must relate to these keywords suggestion.

Search engines such as Google only see web pages, not a website and so each page must be well structured for content and be optimised. They look for your keywords in your search engine optimisation as well as your content on each page to see how relevant your website is to the searches that are being made.

You should use a primary keyword with up to two other keyword suggestions on each page of your website.

Strengths, Weaknesses, Opportunities, Threats (SWOT Analysis)

After defining your keywords, you must then determine your online competitors that are also using those same keywords. They may be different from the competitors you see in your “offline” marketplace everyday. You should objectively review your competitors, both online and offline through a detailed SWOT analysis.

On the internet you need to know everything possible about your competitors. Some of the questions to answer are:

  • Who are the online competitors for each chosen keyword phrase? 
  • What are my offline competitors doing on the internet? 
  • How many visitors does each get? 
  • Are they actively using the internet by changing their website? 
  • Is their site optimised for the search engines? 
  • What other websites link to them? 
  • Is their website structured to convert visitors? 
  • Do they have calls to action?
  • What offers are they making? 
  • How easy is the content to read? 
  • What colours are they using? 
  • What font type and font size are they using? 
  • Where are they putting their images?

If you currently have a website, the same analysis must be made on your site. A direct comparison with your competitors can help you make the right decisions about your online marketing strategy. Action plans can then be built for a unique internet business growth strategy.

After you know your keywords and what your competition is doing you are in the best position for your website design. You will have a clear understanding of the scope of your website and how this fits into your business growth strategies.

Website Analytics

Website analytics packages are the most underutilised form of free business intelligence and facts. Using a web analytics tool provides you much more than statistics alone. It enables you to see the trends in the use of your website and your online marketing strategy.

For example, Google Analytics is a free, powerful tool for tracking a host of interesting web facts for any given period including:

  • Number of visitors 
  • Number of pages viewed 
  • Average time spent on pages for each visit 
  • Percentage of visitors that leave the site straight away 
  • Number of new visitors 
  • Keywords used to find your website 
  • Where visitors are coming from – search engines, directly or other websites

Armed with the facts, you can then make the right decisions for change. The success of your online marketing strategy can be quickly answered.

  • Is my visitor rate increasing – new and returning? 
  • Are visitors staying in my site and for how long? 
  • Which keywords are getting the most visitors? 
  • Is my sales funnel process working? 
  • Am I converting visitors to sales, enquiries or subscriptions?

Using a website analytics tool gives you the right facts faster to make the right changes for your business growth strategies. Analytics gives you the detail behind your measurement goals to give you the insights into what you have to change to solve any performance gap. 

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