Spending too much time with your Web Traffic Stats? Want more time at the gym? Read on!
If you’ve ever started out on a health bender, you’ve probably spent way too much time on your scale, waiting to see those pounds melt off as soon as you take a bite of salad.
From that very moment of salady goodness, you imagined a baseline that will define your overall health and wellness success. As such, you probably began obsessively stepping on the scale, counting each ounce lost, as well as those that you gain after cheat days.
Similarly, when you begin a new digital strategy for your business, you’ve probably stepped into an analytics program for your website where you obsessively track your web traffic. It might start out as a daily check, but then you see all the other metrics you can geek out on. Keywords, funnels, landing pages… Then the confusion hits and the questions begin to roll out: what is a unique visitor vs. a unique view? Why isn’t your traffic growing exponentially with each blog you put out there? What are you doing wrong? What are you doing right?
Frustrated, you grab carbs. Because… comfort food.
So, let’s take a look at some analytics. Both Google and Bing offer analytics tools. So does Facebook, Twitter, and Instagram. WordPress has JetPack. There are third-party analytics tools that can aggregate data, make you pretty charts and graphs and give you a deeper dive into your web traffic, influence and/or reach. You can even hire companies and businesses to translate all of that information into a strategic digital marketing plan.
How much does all of that web traffic hoodoo matter to a small business owner? Probably not as much as the hype would lead you to believe.
Depending on how often you’re adding web content or how often you are blogging, that number can change. Bear with us as we math this out.
We rock-paper-scissored to decide what the Top 5 Web Traffic Stats for Small Businesses should be. The winners are:
Search terms/phrases and keyword searches: As a small business owner, you already have a pretty good idea of which search terms/phrases people are using to find you on Google or Bing. Sure, you can dig down into that info to find interesting tidbits, and probably a few oddball searches that led to your website. How much of that information are you going to use in your next blog? Not a lot. Value: 3
Referrers, inbound links and (maybe) conversions: Knowing where your butter is coming from before it’s on your bread (did that even work?) lets you know where you should be buying that butter. In other words, referrers really only matter when it comes to time and money – you devote more time and money to the sites that give you the most referrals. You spend more on Facebook ads if you’re getting the most clicks from there.* You spend more time Instagramming yourself in exchange for the additional traffic that is reported through your web traffic analytics.
*only if that’s a part of your strategy, because clicks aren’t everything. Value: 5
Clicks and outbound links: This is a pretty good way to determine your influence because when you link to something and a person clicks your link, that means they see value in what you’re referring to. This can also be a good way to see how multiple websites tied together are supporting each other. Still, it’s not thaaaaaat important. Value: 3
Popular/Top posts and pages: Whether you’re looking for SEO validation, or to affirm you’re on the right track with your audience and what you’re offering to the world, this area is probably worth spending some extra time with. Not only do you get to understand what people are finding on your site, but you can also use that information to grow more content. If you see a blog is at the top of your posts, follow up with a vlog or make sure that piece always has updated information. Value: 8
Visits/views/impressions/traffic dump: In many ways, this is the most important number, because it validates your content marketing efforts. Before the other analysts out there track me down with pitchforks and torches, please note that when it comes to a small business owner who has limited time, energy or resources, just knowing traffic is going up can be enough incentive to keep up the content marketing efforts. Yes, there’s a lot more to a strategic digital marketing plan, but there’s no need to stress out over the small stuff that takes your focus from great content, amazing customer service and building your brand. Value: 11
Using MATH, the magic number is 30.
If you had 30 minutes each day to spend analyzing your content marketing, you’d have a really good picture of where things are going, and where they’ve been. Multiply that by 5 and you get 2.5 hours a week for web traffic analysis.
After 4 weeks of that, you’ve got 10 hours to devote to crunching those web traffic numbers each month, noting trends and taking action from there! HUZZAH!
Oh, wait. That’s a lot of time that can be better spent doing just about anything else.
Let’s put this back in perspective, small business owner. Would you spend 10 hours on a scale each month or would you choose to spend most of that time devoted to your new healthy lifestyle? Your website is no different. Get your plan (ahem… editorial calendar) together, stick to it, and keep the measurements and weigh-ins to a minimum.
Perfect web traffic is like a perfect body. It doesn’t happen, so don’t believe the hype. However, excellent web content can give your web traffic statistics an organic boost, as well as build your brand and establish your expertise in your industry. Want to know more? Contact MojoWriting today!