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Category: Shropshire Digital Marketing Advice Blog

  1. Website marketing basics - Website Analytics

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    You will hear a lot about the website and digital marketing analytics, so it’s worth your time to get to understand, at this level, the basics.

    Analytics is simply the use of software analysis tools to analyse, gain an understanding and insight, manage and optimise your website and digital marketing performance. Behavioural marketing analytics gives you insights into how your marketing and website is performing and your customer's experience in interacting with this mediums.

    With phrases like “big data” and articles telling you that you need to be or to employ a “data scientist” to maximise on your digital marketing and website analytics, this subject can be quite daunting to people just getting started.

    It is a vital topic for you to understand and get used to.

    For the sake of small to medium size business, charities, not for profits and social enterprises worrying about “big data” and whether or not you need a “data scientist” is pointless. Maybe when and if your organisation grows you can consider these topics but for now it’s best to keep things simple.

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    One of the best and simplest tools to use is Google Analytics. There are others of course but Google Analytics is relatively easy to setup and use, there are lots of Google tutorials and videos to help you and more important you can get the basic version for free.Don’t be put off by that either as the basic level is more than enough for most enterprises and although I am calling it basic, it is actually very advanced, and the data from it can be overwhelming to those new to it.

    As I mention, there are lots of tools and videos from Google which will show you how to setup and use the analytics tools and as they update and change it so often. The best advice I can offer is go to Google type in the phrase Google Analytics, setup and account and start watching the videos, the tutorials and reading the lessons. Google has a fantastic array of knowledge that it shares on its tools for its users, far more than you may need. They regularly update things to which I why I do not post tutorials or step through guides myself but rather point people in the direction they need to go.  

    The main advice about Google Analytics or other digital marketing analytics tools I can provide at this level is to define your goals. Set up 3 to 5 KPI’s or business goals max and monitor these.

    google analytics 4

    Within Google Analytics, and most analytics tools, you can then set up personalised dashboards (like the one above) around these goals and KPI’s. Then instead of deep diving into confusing data analytics you can focus on the three to five areas you want to make improvements on and track are or aren’t working for you.  

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    Tip: In Google Analytics you will also find a small academic hat next to the section you are working on (highlighted above). If you click this it will open up a tutorial video and links to enable you to learn more about how to use that section.

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    Website marketing basics - Website Analytics is basic free advice by SEO linguist, Digital & Behavioural Marketing Analyst: Sam O'Prey from Telford, Shropshire, West Midlands UK specialist in helping charities, not for profits, social enterprises, SME's and activists to get their message noticed

  2. Website Marketing Basics - Keyword analysis

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    What is keyword analysis and why is it important?

    Well, quite simply it’s the analysis or keywords, well duh. But seriously if you remember in the first chapter we talked about keywords or phrases, which are the words an internet surfer uses when looking for a product, service or website in a search engine.

    They type these keywords or phrases into the search box of the search engine, and the search engine spiders then crawl through their database and list all relevant websites in the most relevant order.


    Keyword analysis can break down into two areas of concern for you the would-be internet marketer.  

    1. An analysis of the keywords or phrases that your potential customers may type in to find a website like yours.
    2. An analysis of the keywords on your website and in the back end of your site to see how they relate to the keywords your potential customers will use.

    Understanding this process and getting it right can be crucial to your website success. 

    The first step in this is a simple research strategy whereby you look at the competition and the keywords that they are using or that they come up under and start making yourself a list.

    There are keyword suggestion tools out on the web that can be quite useful in finding keywords to use. As well as keyword popularity tools that will tell you the most popular keywords used and the average search volumes there are for these each month.

    Knowing what the most popular search terms and words are will tell you where you should be aiming your keywords. If your market is a particularly vibrant and competitive market then you may look at the less obvious keywords or misspelled versions of those keywords that the bigger players may not have thought of to gain a market edge. Remember the internet is a fast-paced environment where the searcher does not always have time or worry about the correct spelling or search term.

    If you are going to use a term that is less obvious try and think out the box slightly, maybe you will use slang terms or specialist terms so that you stand out. Try and look out for where the competition has missed a trick.

    Another good trick is to look at getting regional coverage first and national and international coverage second. By making your keyword phrases geographical you may find that you become the biggest player in your given area and you may leap frog some of the more established companies in the area.

    There are no wrong or right keywords there are only keywords that relate to you. Try to keep the keywords related to your product or service if your site comes up under a search term that has nothing to do with what you have to offer the user will leave quicker than they arrived.

    Keyword analysis is also a very important part of your adwords or pay per click campaigns so bare this in mind when preparing a campaign. You can find very useful tools that will give you an idea of good and strong keywords to use both in your advertising and on your website. In Google Adwords this tool is simply called the keyword tools.


    Website Marketing Basics - Keyword analysis - advice by SEO, Digital & Behavioural Marketing Analyst Sam O'Prey from Telford, Shropshire, West Midlands UK helping charities, not for profits, social enterprises and activists to get their message noticed