Your website's web stats are your very own treasure chest of information.

Make sure your hosting company provides you with webstats free of charge

Part 2: Your landing pages are very important

Importance of knowing your own web stats

In my last article I wrote about measuring where visitors come from and I mentioned that I could dictate exactly which campaign they followed to get to you. I also said Id show you how to get an EXACT measure of every advertising rand you've spent.  

Facts of the matter are that once your realise the power of search engines and keywords it is highly unlikely that you will spend another cent on listings, or specific campaigns on attracting visitors to your website because you wont need to.  

But in the meantime, just to demonstrate how badly some listing companies are ripping you off, the importance of landing pages comes into play.

A landing page is simply a web page that may or may not look like your home page. Its address differs though. For instance if you were on an Internet listing you would create the link to your homepage as something like

www.yourdomain.com/listingcomanyname

Your Stats package takes care of the rest. Because this page is uniquely listed as the home page for your company (if it is the home page you want people to visit), any visits to this link HAVE to have come from your listing. So if your listing costs R1000/month as mine did and your visitor count to the link was 2, then each visit cost you R500. You might be horrified when you start tracking your visitors more accurately and what you thought was the main driver of traffic to your website might not be 

Similarly  for any other electronic campaigns. People do not look at the link name and you can even disguise it by displaying text that is different from the hyperlink as I have done below: 

Clicking in this instance doesn't actually take you to our home page. It takes you to http://www.seoza.com/arttrack2.htm but you cant see that. Click it and see the address you land up on. 

On my Stats package your visit will be recorded as having started at http://www.seoza.com/arttrack2.htm and I will know how many people clicked through to this link.  

Thats the concept of a landing page.  

Yes, print or other non interactive media is slightly more tricky. But if you are running a specific campaign, you could try putting the full URL in the campaign, such as  

www.yourcompany.com/mynewproduct.

If people are interested in visiting your website from a print campaign, the extra easy to remember keyword is not much for them to have to remember to type in. You could even create a new website called www.mynewproduct.com which has other attendant SEO benefits. 

This is the concept of a landing page and it is a vitally important skill to understand and master. Its really easy and it gives you the power to track your ad spend and assess what is working for you and what isnt.  

Without shadow of a doubt, Google is going to slowly put my former listing companys business is in serious jeopardy. It will do the same to the Yellow Pages.

William Kelly

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