‘Setting SEO KPIs for small manufacturing websites’ – Search Engine Land
Diana Huff says, “For many people outside of marketing, Google Analytics can quickly become overwhelming. This is particularly true for the owners of small manufacturing firms. Without the time and resources to properly understand and use the vast amount of data in Analytics, many small manufacturers simply look at top-line traffic as evidence their website is “working.”
The reality, however, is more nuanced. It’s not so much that small manufacturers don’t understand how to analyze the data available, but that they often don’t know what to measure — especially if they’re not involved in selling parts or services online.
With an e-commerce website, it’s fairly easy to see if the marketing program is working or not: you simply look at daily or weekly sales.
For manufacturers, with their small, information-only websites, “pageviews” and other similar data points mean nothing when the end-all-be-all metric they care about is inquiries“.
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