Enterprise Level SEO is defined as SEO for large site application or a group of sites. MVI utilizes analytics data to build a foundation upon which we base recommendations “how to improve your internet market penetration.” MVI is uniquely qualified having over 16 years of Internet marketing experience and prior work experience with many top rated companies.
MVI uses visitor analytic tools to collect valuable data. The analytics scripts must be set to enable and provide information necessary to make informed decisions. MVI first developed analytics interpretation as a business tool with IBM in the 90’s and refined these tools after 1999 to bring analytics knowledge to the businesses seeking better marketing on the internet. MVI has, for the last 16 years, developed and programmed multiple analytics systems while improving the ability to interpret Web analytics data enabling our staff to leverage that information to decrease clients bounce and exit rates and increase sales/leads for clients.
The tools and process utilized in Enterprise Level SEO Analytics:
- Determining how people are accessing your site (mobile devices vs. laptops or desktops) — and optimize web pages accordingly. With close to 40 percent of Internet activity generated via mobile devices, it’s critical to understand which devices are being used to access your website, noting conversion and bounce rates by device for your key conversion pages as it could highlight issues such as page load times and layout problems and if customers are using mobile devices to view your site. Answer the question what portions of the website must be mobile friendly and provide details how to advance the site usability via responsive CSS3 programming.
- Research where traffic is coming from — to help determine where to invest marketing dollars and time. Determine and report where clients traffic originates- other websites (referrals), social media or search engines (paid/organic. The Knowledge where traffic comes from can help you understand where to invest more time and money to increase traffic. Analytics data can also allow you to understand what marketing channel is leading to the most conversions on your website.
- Measure marketing campaigns — email, display and paid search – to. Understand what campaigns are contributing to conversion by volume and percentage. By utilizing Google Analytics attribution model to understand the conversion rates of each campaign, a company can direct marketing budgets to the most productive marketing channel.
- Discover where the best visitors are located, so you can better target those areas. Use geographic filters to figure out which zip codes, regions or states generate more sales than others. Providing data supported details so clients can create focused advertising campaigns for specific territories. You can also use the information to “try to figure out why some regions don’t convert, and consider special offers, discounts or other incentives to boost sales for those regions.
- Demographics data provides the better understanding of your target audience. Demographics and Interests segmentation in the Audience report allows sites to see the age, gender and interests of their site users – and which segments have a higher conversion rate. Based on this data, you can create better targeting criteria in future display and paid traffic efforts.
- Define what visitors are seeking while on your site. Use Site Search data to find terms people are searching for while they are on your site, along with the page they were visiting at the time. This will help pinpoint lost opportunities for product placement icons or links and where they should be located on your site.
- Refine knowledge about search terms used. Visitors seeking ‘XYZ” who later refine the search with ABC” provide clues as to the best search terms to use, enabling your PPC staff with actionable data in usable form.
- Review the ‘Landing Pages’ and what are success percentages of each. Review, test and refine landing page metrics. Improving the landing pages for traffic coming from other sources is very important. If not it should be done. If already done another set of eyes might find areas of improvement. The content (text, images, call-to-action elements, etc.) on these pages should be perfected to decrease the bounce rate and increase the conversion rate.
- Outline which calls to action generate the most interest. When it comes to online conversion rates and lead generation, you can use in-page analytics to learn which calls to action are producing the best results on your Web pages. For example, using metrics to view a web page and see which links on that page are driving the most clicks. Are some calls to action more effective than others? Does the position on the page of the call to action matter? Do some calls to action resonate better based on the topical focus on the page? By using this data, you can further hone your messages to increase conversions based on the practices that work best.
- Define bounce rates to see where you’re losing customers. Review the bounce rate of all landing pages. Look for pages with higher traffic and high bounce rates relative to your other pages. Pages with high bounce rates can indicate a problem with the information, layout or calls to action. Use bounce rates as an initial indicator of problem pages.
- Use conversion tracking to figure out where you are losing customers on the way to the sign-up. Are there steps in your checkout process that are causing users to drop out? Simple changes might result in dramatic improvements in the number of people who end up purchasing. Moreover, conversion tracking is necessary even if your site is not an e-commerce engine.
This approach allows MVI to monitor every segment of the website business and defines, with supporting data, what needs to be fixed/changed or improved. We provide reports with recommendations for a fee. Most of our clients find our services inexpensive and many utilize additional services. Some clients utilize MVI recommendations and request that we project manage the improvements. Others utilize our services to educate staff. Either way our analytics base system would remain.
There are many interpretations of what SEO is and the definition changes depending on who you speak with. SEO to MVI means we must define all attributes on the site, track them and understand how to acquire quality leads/sales utilizing actionable data. Today most of the changes in search marketing are controlled by Google, so we utilize Google data as a major building block for all our programs. MVI solutions have been a Google Partner since 2004.