Online Marketing is becoming one of the most crucial part for any business, after all you want a website that can be seen by millions of users. It's required for kick starting any online application.
Online business firms are investing millions of $$ to get online marketing right but there is always something we miss out and tend to screw up things and had to start all over again. These things can be avoided if we are careful from the start. This happens mostly because analysis/analytics is not done right or SEO guys screws up the website.
Below are certain points that should be kept in mind for getting the analytics and SEO part correctly, with that said online marketing can be targeted thereafter.
1. Treat your front-page not as single page but collection of pages.
Your front-page shouldn't be a single page but you need multiple landing pages for your website. Each landing page should be targeted for particular set of audience or each campaign. We should use noindex, nofollow for search engines as these landing pages tend to change frequently and we will want not to index these pages.
<meta name=”robots” content=”nofollow”> <meta name=”googlebot” content=”noindex”>
2. Use A/B testing for identifying which version is performing better than other
There are already many tools that provide A/B testing for testing different variations of the website, some examples for tools include Optimizely, Visual website optimizer (VWO) Learn more about it here.
3. Do not duplicate the content on website, at least headings and page titles
Google is very strict with content policy and brings your SEO rating down if it sees duplicate headings and page titles, make sure each indexed/follow page has different title. Make the most relevant text h1 as Google and other search engines treat h1 tag somewhat seriously. Also you need to have only one h1 tag per page.
4. Give unique id's to each clickable elements for analytics.
Give relevant and unique id's to each <a> tag, buttons or any clickable element on website, and use google analytics(GA) or Google tag manager to track which element is most clicked to identify strong and weak areas for your website.
5. Keywords, relevant keywords only
Make sure you know what keyword are currently popular using https://www.google.com/trends/ or see if the keywords you are thinking to include in your content matches the popularity list. Choose your keywords wisely and intelligently. Include long-tail keywords, Long tail keywords are keywords or key phrases that are more specific (and usually longer) than more common “head” keywords. To get in-depth knowledge about long tail keywords visit http://clicteq.com/the-long-tail-keyword-myth-a-data-driven-argument/
6. Improve page speed of your website
Use page insight or GTMetrix to identify areas where your website is not optimised and you need to pay special attention to. Page speed score of more than 85/100 is best. Google and other search engine tend reject or in simple words brings down SEO rating of pages which take longer time to load.
7. Track and identify each user independently
Google and other analytic tools keep unique id in cookies, for google analytics the cookie name is "_ga", you can use this id to identify which user has visited your website more than once and track clicks, you can write a simple script that gives you report with data such as number of unique visitor for your campaign, or how many times a single user uses a particular section of website/application or anything from widest range of possibilities.
Let me know in comments if anything is missing, and feel free to provide suggestions and edits to this blog, till then keep learning.