Performance monitoring is an essential aspect of website management, often overlooked by business owners who may not fully understand its impact.
However, knowing how your website performs in search engine rankings and understanding user behaviour is crucial for driving the right traffic to your site and converting visitors into customers.
In this article, we'll break down how our performance monitoring system works, how it helps you target the right audience, and what we do when things aren’t going as planned.
Understanding Search Term Performance
One of the key features of our performance monitoring system is its ability to track which search terms your website pages are appearing for in search engine listings.
Even if your page appears on the eighth page of search results and no one clicks on it, we can still see the search term.
This is incredibly valuable information because it gives us insight into the types of searches leading users to your site, even if they're not yet resulting in clicks.
Optimising for Search Intent
Once we have data on the search terms associated with your pages, we can dive deeper into analysing these terms to understand their intent.
Search intent can generally be broken down into three categories: informational (users looking for information), navigational (users looking to find a specific page or site), and transactional (users ready to make a purchase or take action).
By understanding the intent behind the search terms your site is attracting, we can refine and optimise your pages to target the right audience—those who are most likely to engage with your content and convert into customers.
Culling, Redirecting, or Refreshing Content
As part of our performance monitoring process, we also evaluate older pages on your site to determine whether they are still relevant and effective.
Pages that no longer align with your current business focus may need to be culled (removed), redirected to more relevant content, or refreshed with updated information to better serve your audience.
This continuous assessment ensures that your website remains current and aligned with your business goals.
Conversion Rate Optimisation (CRO)
Traffic is only half the battle—converting that traffic into leads or sales is where the real value lies.
If your site is getting the right amount of traffic but isn’t converting as expected, this is where we step in with conversion rate optimisation (CRO).
We analyse the performance of key pages, and if your organic traffic conversion rate is below 2%, it’s a sign that something needs to change.
Our goal is to help you achieve an organic conversion rate of 5% or higher, which is achievable when your content and SEO strategies are correctly aligned.
Summary of Our Performance Monitoring
Performance monitoring is more than just keeping an eye on website traffic—it’s about understanding how your site is performing in search results, who is visiting, and what they’re doing once they arrive.
By using this data, we can refine your SEO and content strategies to attract the right audience, keep your content relevant, and ultimately, improve your conversion rates.
If your website isn’t performing as it should, we’re here to help you get it back on track and ensure it’s delivering the results your business needs.
