Website Metrics - 5 Tips to Keep Your Head Above Water

An article I wrote a while ago, Website Ranking - Basic Metrics (1), got a lot of engagement. Interestingly, the engagement came from both sides of the coin – those who like knowing their ranking numbers and those who don’t.

Down with Rankings

On the ‘con’ side of dealing with website rankings, some appreciated the information the article provided, but don’t hold much weight in the ranking system. They judge how they’re doing by the traffic they see coming to their sites and the engagement they get. They kind of feel rankings are too volatile to work with.

I tend to agree with this strategy . . . in part.

While, ranking plays a factor in whether the search engines will use your content as the results of a search query, it’s far from consistent.

One day you’re doing ‘good’ in the rankings and the next your floundering. It can feel like if you hiccup or turn-your-head, your ranking numbers will fluctuate. Sometimes, significantly.

So, while worrying too much about ranking numbers will definitely give you a headache, it may not do much to actually boost your rankings.

Ranking Numbers are Helpful

On the flip side, others felt the ‘website ranking’ information in the article was very helpful because it gave explanations of some of the metrics involved. They felt better equipped to head in the right marketing direction for their sites.

Too many bounces? Now they know why that may be.
Visitors not staying very long? Now they know how to fix this situation.

So, in some instance, knowing your website metrics can be very helpful. As the saying goes, ‘knowledge is power.’

But, the problem arises when you become overly involved with those numbers.

So, what’s a blogger to do?

Here are five tips on keeping your head above the turbulent marketing waters:

1. Take the time to learn the marketing and SEO basics. Know what Google wants and try to appease the giant as best you can.

You don’t have to check your numbers every day or every other day. Once a week should give you a good indication of where you’re heading or where you’re going wrong.

You want to use those ranking numbers as a guideline for some of the metrics, such as visit lengths, bounces, and sites linking in.

Going astray in one or two areas? Adjust how you’re working those areas.

2. Know your audience and give them what they want. And, be sure the information you provide is helpful, is actionable.

People know if you’re earnestly trying to be helpful or just slapping up fluff. It will make a difference in your shares, comments, engagement, and rankings. Therefore, it will matter in your sales.

3. Don’t limit yourself. Use social media marketing as another means of traffic. Be active and helpful (share the posts of others) on the networks you participate in. This motivates other users to do the same for you.

Posts and content you share to sites like Google+ and Twitter are picked up by Google’s search engine and used in its search results. Just be sure to include relevant keywords when you post your content. And, if there’s a post description option, be sure to fill that in also.

There’s also LinkedIn’s Pulse – LinkedIn’s publishing platform. You can broaden your visibility and marketing reach by posting content on this platform also.

4. Test what you’re doing. Does some content bring more traffic and engagement than others? Write more on the topics that work. Do you find a particular social channel works better for you? Then use it more.

I’ve noticed that social media content is currently the heavy hitter. I get more engagement with that type of content than content on blogging and email marketing.

5. Don’t overstress numbers. Do your best. Follow the rules. Write quality content. Share what you write. Share the ‘shareable’ content of others. And, have great products or services to offer.

Writing for your audience is really what it’s about. 


Website Ranking – Basic Metrics (Elements)
10 Social Media Practices You Should Avoid
Even Tiny Action Steps Can Produce Huge Results

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