Resolve to work your website in 2010. Letting a website sit with no content updates, product optimization and overall analysis is setting you up for failure.

Working through year end reports for some 30+ small to medium sized businesses, what is evident is those who had a successful 2009 online are the ones who were actively working their websites to grow their online presence.

The proof is in the analytical data. I have completed about 25% of my year end status reports and time over time the ones not working their sites are showing little to no growth, and the clients who have put in the time are singing praises to their websites!

A snapshot of a website with no growth:

Below is actual Google Analytics data of a client who’s new website launched in mid 2009. This client has done little to no work on their web site and their site traffic remains stale at around 100 visits per month – that equates to 1 visit every 3 days people – and this is an e-commerce site…

Inactive website showing little no growth 4th quarter 2009

On top of the lack of traffic they have made one very small sale since the site launched. Below is the Google Analytics Goals data for this same web site for the same period of time:

Google Analytics data showing goal conversions on inactive website.

In the marketing plan were tasks such as product description optimization and enhancement, content development, and addition of new products. Needless to say, little to no content was developed and no products have been added since the site launched in mid 2009. I should note that this site is very competitive in it’s pricing and has thousands of products they could be selling online. At the current time they maybe have 150 products active on their e-commerce site.

A snapshot of a website continuing to gain momentum:

The second example below is a site that only launched in September of 2009. I should note this site has less products than the site shown in the first example. This small business actively looks for ways to improve the site and add other methods for goal conversion and lead generation.

Google Analytics on an actively worked website.

As you can see from the start, site visits continues to rise. This customer actively writes new content for their site, and enhances the current site content and product information. New service offerings are being added on a regular basis based on their brick and mortar business in ways that make sense to their online customers.

Below is the same period of time for the active customer and the goal conversions on their web site:

Google Analytics Goal Conversions on an active site.

When the site launched in September there were 3 ways to convert traffic. Online sales and two other lead generated activities. This actively worked website now has 13 goal conversion types being tracked online, each of which is a lead generator.

I should note that this second example probably puts in an hour a week on their website. (maybe two hours). Compare that 1-2 hours of effort per week on a website in traffic and conversions to the customer who spends 0 hours per week on theirs. Image what 4-8 hours per month could do for your business.

These customers are selling very different products and reaching unique audiences, but across the board I am seeing the same trend in my year end reports. Sadly, this is not a new trend. I refer back to my post in March of 2009 “Define Your Website with Content”. Nothing has changed since I wrote that almost a year ago. This is not the Field of Dreams and where your website is concerned the phrase “If you build it they will come” does NOT apply!

Please resolve yourself to dedicate 10 hours per month to your online presence. Look for ways to generate new leads and drive traffic and sales to your site. Not sure how to write new content? Use your analytical data to drive you. Google Analytics can be your best friend if you use it properly and listen to what it’s telling you.

I wish you a happy and prosperous 2010!

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The transition of a website from “build” to “marketing” is always an interesting one. Very rarely does a new website get launched that is full of keyterm rich content, unique and interesting content, and most importantly… relevant content. That is not to say it does not happen with much pulling teeth and dragging them along kicking and screaming by our most talented production group here at Cazbah. What is does mean, is that once their site is officially in “internet marketing” mode, it is my job as their Internet Marketing Account Manager to help them to “see the light”.

Common misconception: If we build it… they will come. This is not the “Field of Dreams” people.

The correct line of thinking is much like the mustard seed – you must plant it, water it and nurture it. Only then can it grow. Like the farmer who works his field – we we reap what we sow. If we work the web site and work it well, we can reap the rewards that will follow.

What generally happens? I am handed an eCommerce website that has very little static content, and product descriptions that leave a lot to be desired. This is okay because it gives me a baseline to work from – and truth be told, I love starting with a website that has zero ranking in Google and is not converting. I am passionate about turning that website into a content rich and interesting website, that oh-by-the-way also happens to sell a product.

Don’t misunderstand, there is much emphasis placed on optimizing the product pages with well written descriptions and product titles – with the end goal for those products being that they obtain their own ranking in the search engines, and ultimately convert to online sales.

It’s the other content I like to focus on. This is an area you can define an online niche opportunity. Take a look at your customer’s base line keyword ranking – what keyterms are relevant that they are not currently gaining any search engine ranking on? (This of course assumes you have done your keyterm research and have a set of keywords to focus on.)

Analyze your list of keywords and see which terms are not getting any search engine ranking. You now know where to start with writing new content for your website. Build informational content that will educate your site visitors about what you have to offer that is unique and different. Why should your customers buy online from you? What makes you better than your online competition? What makes your online product unique? What about the service you offer is by far the best? Help your potential customers make a decision to buy your product or use your service.

Not sure where to start? Here’s a simple tip that I have found works with my clients. Often times I am dealing with VITO of Company “X”. VITO (or Very Important Top Officer) does not have time to write content, and frankly does not see the value of writing “stuff”. “My products are online what more do I need?” If I can get VITO to write just one piece of content to prove my point, I push them to write a Glossary of Terms for their website.

Write me a glossary – start with your top ten keywords and build them into an online glossary. Or take each product and define it. For example I have a client who sells Air Pollution Abatement Equipment. Well not everyone on the planet knows what a carbon scrubber is or what it does – and I tell you with no uncertainty that the search engines do not know what they are.

I emphasize to my clients that they are writing this content more for the search engines then they are for their website visitors. Now, that said – once the search engines recognize the new content as being relevant, and it is well written, the end result of course would be gaining ranking on some of your additional keywords – thereby helping new and potential customers not only find your website, but LEARN about what you do and/or sell online.

I have proven this to be an effective technique to teaching my clients how important keyword rich website content can be. Taking some important keyterms that are ranked somewhere below 30 in Google and working them to the first page on Google is proof that your content can define your website. Once my clients see this online glossary of terms work, they are more than willing to continue writing new content.

Keep track of your keyword search engine ranking on a regular basis. If you a see keyword begin to lose search engine ranking, or a keyword that is not performing – analyze the content (or lack thereof) associated with that keyword and work it!

That’s my story… and I’m sticking to it! Content. Content. Content.

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