You’re sitting on a goldmine: your website’s statistics

Collaboration – 30 April 2012

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Your website’s traffic statistics constitute a wealth of information. Are you making the most of data you have to hand?

Your prospects and clients search for you on Google and other search engines, from their computer, tablet or smart phone. You know they do because you analyze your web statistics, right? And, of course, you pay attention to the number of visits and of visitors, the pages visited, how long people spend on your site, when they visit, as well as carrying out an in-depth analysis of the keywords and keyword combinations used to find you.

A website’s statistics are part of the most revealing primary data a company has about itself, its site and its offering. When analyzed by a specialist, this information can be extremely rich and often surprising.

Did you know that, according to Google, last year:

  • Over 40 % of B2B searches are made outside of office hours?
  • The number of requests using 7 words is comparable to the number using only 2 or 3 words

When people search might seem less important but, when you think about it, outside office hours is the best time to look for products and services for some people because it’s the time they’ll be least likely to be disturbed by the daily routine.

Include keywords in your content

It’s interesting to note that B2B internet users search with up to 7 keywords in order to get results that are relevant to their specific needs, taking into account the technical vocabulary necessary. It shows the importance of choosing the correct terminology for your website’s content and of using relevant keywords, i.e. those your prospects and customers will use.

Still according to Google last year, the number of AdWords ads went up 37% in the B2B space. It’s analyzing web traffic statistics, amongst other things, that makes it possible to build online advertising campaigns.

The importance of primary data

That’s why Exo digs for and analyzes methodically and thoroughly the primary data we get from web traffic statistics. Our approach by the figures and by the content enables us to correct the expressions used and identify search trends you might never have suspected from the ton of information we uncover. And they represent opportunities that should be explored rapidly in order to shorten the sales cycle.

Remember therefore that in the strategic analysis or planning phases, web traffic statistics are a prime source of data as they are full to the brim with highly important information. Drill into them! They’re a goldmine that you should work as much as possible. Want to talk to me about it? Give me a call.

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