Web Site Optimization and Performance Measurement

There are so many Search options available that stating you are Ranking No. 1 for a keyword and phrase is not a realistic measurement of performance. Ranking well in Google is still critical however, as a broad method of determining performance it has become somewhat meaningless.

The Varied Methods of Search

There are numerous types of Search Results which can be accessed such as Universal/Blended, Local, Personalized, Real Time or Social covers the main results. In addition to this we can add a few specialized search results such as; Blog, Video, News and Image search to name but a few. Each and every one of these Search Results provides differing results.

Now if that is not complex enough lets take a quick look at a couple of other issues which affect what Search Results any given user is served up. First we have personalization which uses your past Search history (generally requires being logged into a Google Account) to determine what results are provided. Also a factor of the results provided is the geographic location where the Search is initiated.

There are of course ways around these issues, for example I can force the issue and have Google provide me with the results from any given location if I so desire, or simply log out of a Google account to alleviate the problem of Personalized Search.

What's it all mean?

1. Clearly using the No. 1 Ranking on Google is no longer relevant as the primary measurement of a web site performance.
2. In essence it is possible that each and every user implementing the same search can be served differing results.

How to optimize in such a varied Search Environment.

Without doubt the changing Search Environment has created the need for evolution in Search Optimization. Essentially the principles remain the same, keywords go a long way to determine relevancy, and Domain Age plus the number of links leading to the site still have a major role in how visible the web site is in the varied Search Results.

To make sure a web site leverages the power of the varied types of Search Results requires the use of additional tactics beyond the standard on-page and off-page optimization:

1. Blogging: Part of the Search equation is fresh relevant content for which Blogs are the ideal tool. Blogs offer the opportunity to provide fresh content based on numerous keywords. Blogs can potentially be indexed and shown in Search Results within minutes of publishing.
2. Image / Video Files: Utilizing and ensuring image and video files are optimized offers an additional opportunity to be included in the Search Results.
3. Press Releases: Press Releases offer an additional option to be included in the News results of the Search Engines. They are also beneficial to increase the number of back links to a site as well as offering an ideal opportunity to optimize for specific keywords and phrases.
4. Social Media: Optimizing for and implementing a Social Media program has the potential to enhance your web site's Search Visibility. Search Engines monitor the Social environment including; Twitter, Facebook, Technorati and Social Book Marking web sites such as Digg and Delicious. Social Media not only offers the opportunity to engage and interact with existing and potential clients/customers, but also provides additional opportunities to obtain visibility in the Search Results.
5. Local Search: Optimizing for Local Search by utilizing techniques such as business registration with Search Engines and Geographically focused Directories offers additional opportunities to obtain Search Visibility.
6. Attention to Detail: Attention to the finer points of web site development and optimization becomes increasingly important to the visibly of the web site in such a varied Search Environment. Attention to detail goes hand in hand with Search Optimization best practices which must be considered and implemented to ensure maximum Search exposure.

Measuring the Performance

Since one of the primary methods of performance measurement is no longer relevant, how to measure performance is a question that often arises. Although this seems difficult to answer at first, the reality is that in essence the ability to measure and determine how the web site is performing for select keywords and other criteria has become increasingly easier.

Analytic Software such as Google Analytic and iWebTrack offers the information required to determine how well the web site is performing. Obviously the ultimate benchmark for performance is the web site conversion factor, but this is not a suitable statistic to measure the web site promotion performance due to the numerous on-site and visitor issues which can determine if a successful conversion is achieved.

Reviewing Your Analytics

Your Site Analytic software provides the information required to determine how well your web site is performing with regards to your promotional activities. A review of the following should be completed:

1. Traffic Volumes: How much traffic the site is generating is a factor however, it must be traffic which is targeted and interested in the offerings of your business. Ideally traffic volumes should be compared to a baseline which was completed prior to the implementation of any promotional activity or changes.
2. Referring Web Sites: Identify the web site from which you obtain traffic provides insight into both your Search Optimization and Social Media performance.
3. Keywords: Reviewing the keywords actually used to land on your site provides a definitive indication of how well you have optimized your keywords. In addition to this, the keyword data provides information on keywords which are in use to find your site which you may not have previously considered.
4. Bounce Rate / Time on Site: The bounce rate of the site and the time on the site both provide an indication of how well your content has engaged your visitors. If bounce rates are high and time on site low, it is clear that the content provided is not what web site visitors had expected to find.

The Last Word

So what now? Do we pine for the good old days or move on and embrace the present and the future?

For me there is only one answer, and that is to embrace the present and the future. Being involved in the Search Industry is challenging requiring constant learning, change and evolution. This is not a bad thing, it is a fantastic situation for the simple reason that with change comes new opportunities to enhance web site performance.