If you have a business website - and which business nowadays hasn't? - I hope you have a way of tracking your web visitors. Where do they "land", how did they find your site and also, if they used a search engine to find the answer to a question: what search phrase did they use that made them click on the link to your site.
All important data, although I know some business owners (of small, medium and large businesses) only measure the hits and visitor numbers. The detailed data from your web tracking software is a true treasure trove to find opportunities, even niches, for your business.
Connecting phrases to better/more information
With Statcounter you can have a multitude of projects - all with their own simple tracking code - to fine tune your marketing and detailed insight in certain specific projects.
Two things about Statcounter that really stand out is it shows the path each individual visitor takes through your website, page by page - including exit links (even to other sites) and the exact place in the search results your visitor found the "entry page" (or landing page).
When is the last time you had a proper look/insight in the most common search phrases your web visitor uses to find your site? Have you ever done something with this extra knowledge to improve the experience of your visitor and therefore the result/ROI of your website/webmarketing?
In September 2007 we published a simple post on our FAQ blog about restoring an original parquet floor, including sanding tips and products to use. Main reason for this post was an article in a trade magazine about the different sanders available for hire for the DIY-er.
This post quickly became one of the better found "pages" of our whole "web-presence". This rather short post presented us with a new opportunity: targeting DIY-ers and home-owners who discovered an original parquet floor in their home and who are looking for tips/advice/products to restore this valuable floor.
We extended the information from the original blog post and created a new specific page on our "static" main website: "7 Easy steps to repair/restore your original parquet floor", added recommended products underneath it with links to our secure online shop and we made sure we added a link in this popular blog post to the new guide - our first wood floor guide. The blog post is not longer the most popular, the 7 steps are now plus the number of orders for the recommended products went from hardly any to 8 - 10 orders per month (and is still an ongoing profitable "line").
Our next step was to turn the "7 steps" into an even more extended guide which can be purchased as E-guide. Our first "digital" product as wooden floor retailer - another "niche".
Due to the result of our first digital guide and the popularity of another blog post: how to install your own floor, keep it simple this information was also extended and beginning 2009 turned into an E-book too. The popularity and profitability of this new E-guide made the decision to turn it into a proper paperback easier. The paperback has now replaced the E-guide and is doing even better (not just for sale on our own website but also through Amazon.co.uk and .com plus any other book retailer - online or off-line).
Keep checking = keep finding opportunities
Above are just two examples of opportunities we found in our own web statistics, showing us what visitors are truly looking for, what the problems/pains are they need solved.
Your web visitors use words/phrases you might never have thought of in your SEO improvement sessions. It only needs a single word or combination of words in one of your blogposts or webpage to give you an indication (because the post/page keeps being found time after time) where the next opportunity to improve/grow your business/range is. Then extend the information on that page so your visitors receive more/better information to solve their problem/pain and your ROI increases almost without any extra effort.
Of late parquet floor restoration features high and frequently in our web stats. From next month onwards we are extending our services to include parquet floor restoration in the Kent area - which also means we're turning from a 2 "man" band into a 3 "man" band. A big step for a small business but a decision made easier because of our own web statistics: there's a real ongoing demand for both products and services to restore original parquet floors.
What about the blog title?
Yesterday I almost laughed out loud when I read the following search phrase that brought a visitor to our website:
Nowhere on our website do we talk about installation prices, but as you can see above, combinations of words of the search phrase lists our website high on the search results (which is good to know) plus it gives us an idea for what to write in our next blog post: how to select your professional fitter. (And it gave me the idea of this blog post here)
What opportunities will you find in the treasure trove your web statistics can be?