Volume I | Issue no. 9
The real power of combining Google Analytics with your proprietary website data is in the proof. No longer will you have to wonder which inbound marketing strategies are working best for each conversion goal - because you’ll know.
If you spend a lot of time building inbound links for your website content with...
- seo
- social media
- news release distribution
- link trading
- directories
...it helps to know which of those efforts are delivering quality traffic.
Google Analytics can tell you that organic search on Google is your number one referrer and that Twitter is your third. But when you overlay your website data, you’ll quickly see that Travel Industry Wire (number four) returns twice the percentage of quality traffic than both Google and Twitter.
If conversions are your goal, now you know where to weight your effort.
Keyword Ranking vs. What Actually Brought Them Here
Another interesting thing you’ll discover with an Internet Marketing Dashboard is the difference between ranking for a keyword or phrase and the quality of traffic that results. In other words, just because you rank high doesn’t mean you get quality traffic.
With a Search Engine Phrase tracker, you can monitor phrases by the number of conversions they generate. For Wanderlust, the phrases that generate the most conversions include “the wanderlust report,” “destination positioning,” and “tourism advertising agency.” While we rank number five in Google for the keywords “destination branding” and it has generated the highest amount of traffic to our site by far, the resulting conversions are unimpressive.
This kind of insight helps us understand where our organic search campaign is working, and where it needs attention.
Putting yourself in the drivers seat
Like a high performance sports car, your website should be able to provide the feedback you need to fine tune your website marketing efforts. By having your Destination Website Marketing Dashboard tools in place and understanding how to gain insight from the data, you can take your website from 0-60 in no time and turn it into a finely-tuned conversion machine.
Next Issue: Tourism Queensland - A Social Media Success Story.
