Web Analytics: Measuring Success By the Click

As appeared in the Presence Pointers column of the December 2008 issue of “Business Watch” magazine.

Is your Web site successful? Was this year more successful than last year; this month more or less successful than last month? These are important questions to try to answer. If you sell online, success might be based on selling more. This may be a start, but it may not be the entire picture. If you don’t sell online, this may seem even more daunting.

The beauty of the Web is that you can gather and measure more information to answer these and many other questions much easier than you can in the offline world. For those who feature both a brick-and-mortar location and an online presence, there are even powerful ways to connect the dots between the two. Continue reading “Web Analytics: Measuring Success By the Click”

Being Blog Worthy

As appeared in the Presence Pointers column of the August 2008 issue of “Business Watch” magazine.

Are you plugged into the blogosphere? Do you follow bloggers you enjoy reading, and maybe even participate on their blogs by sharing your comments? Has your company built up a following with its own blog? If not, then you may have some catching up to do.I’m sure some of you have just come to the realization that you need a website, so hearing that you need a blog may not leave you dancing for joy. The good news is, depending on your business, Web site needs, target audience and goals, you might decide that your Web site should in fact, just be a blog. Continue reading “Being Blog Worthy”

It’s That Time Again – Christmas in July

As appeared in the Presence Pointers column of the July 2008 issue of “Business Watch” magazine.

Thoughts are turning to that exciting time of the year again – no, I don’t mean evenings outdoors, barbecuing, or networking on the golf course – I mean Christmas. Seems like just yesterday the last bit of snow finally melted away – come to think, it practically was yesterday.

It’s the other Christmas in July. While the online world gives the impression of instantaneous-ness, the reality isn’t always so. Sure, you can often make changes or updates to your Web site faster and with less effort than anything comparable in the offline world, but most from a marketing point of view, the online world isn’t that much different than the offline one.

Online retailers understand this fact, but the principles apply to anyone with a Web presence. Even if your key time of year isn’t the holiday shopping season, forethought and preplanning out from key dates should be a part of your Web marketing calendar. Let’s take a look at some of the key drivers to plan into your calendar. Continue reading “It’s That Time Again – Christmas in July”

Search Friendly Website – Talking to Spiders

As appeared in the Presence Pointers column of the April 2008 issue of “Business Watch” magazine.

On the simplest level, a Web site visitor can be classified as human or spider. Of course human visitors are obvious and highly desirable as they are the only one of the two that can buy from us. Back in November of 2007, I talked about the importance of making sure your Web site met your human visitors’ needs in the article, It’s not about you.

But what about these spiders? Is your Web site about them, and how could it be if it is about your human visitors? Thankfully, your site is still about your human visitors, even when the spiders come crawling. While your message doesn’t need to change, we may need to change how it is delivered to get the most out of the message for both humans and spiders. Continue reading “Search Friendly Website – Talking to Spiders”

Realizing Recessionary Gains

As appeared in the Presence Pointers column of the March 2008 issue of “Business Watch” magazine.

Economy got you down? Talk of recession and overall uncertainty keeping you up at night? If you said yes, you can at least take comfort in knowing that you aren’t alone. But the real question is, “what does this mean for your Web presence?”

The thought might surprise you, but possibly now more than ever, your Web focus should be stronger than ever. Let’s take a look at what this economic condition might mean and how we can best position ourselves.

Don’t panic. No deep macroeconomic discussion here. Essentially we are talking about an economic period of negative output — whatever that means. What it means to us is we are going to be more cautious with our money.

Let’s take a look at how we can use our Web presence to address some of the key recessionary thought drivers. Continue reading “Realizing Recessionary Gains”