Google Webmaster Tools

Although my client's website is very workable and is targeted well to her clients, it could use a few improvements. I would recommend my client to utilize Google Webmaster Tools, a program that can aid in the improvement of a website by optimizing its content. It works with Google Analytics and Google Adwords, which respectively monitors performance and drives the right traffic to the website. The GWMT Guide (2014) adds, "Google Analytics tracks visitors to your site and tells you where your site visitors are from and how they navigate your site, whereas Google Webmaster Tools are a set of tools to help you maximize your website’s search visibility on Google." Because all data shown in GWMT is only organic search derived, and the impressions are solely based exact match search queries (The GWMT Guide, 2014), it is extremely important that my client's site is visible through Google search. 

An important aspect my client should consider when optimizing her site is the content, copy, and story. While my client's business works within a narrow industry, and she caters well to her local area, she has plans to expand her geographic location. With this, I feel she must be sure that her story translates will through the Internet to those who are only finding her through search. The majority of my client's business is conducted through referrals. In order to reach those outside of her area and solely online, she must make sure she is communicating as effectively as her in-person networking. J. Gordon and J. Perrey (2015) reaffirms this by saying,"Even as marketing reaches new heights with technology-enabled measurement, the importance of the story hasn’t diminished. In this world, creativity is in greater demand than ever." Because my client is the webmaster of the site and has been updating it frequently over the past months, it would behoove her in narrowing down the most successful version of her copy using content experimentation through A/B split and multivariate testing. She can create two working versions of her site with two different copies, projecting her brand from different story angles.

When viewing her Google Analytics report, I noticed that a percentage of my client's users view her site from mobile devices. Thus, I think it would help my client's visibility and bounce rate to make her site mobile-friendly. She can do this by first taking Google's Mobile-Friendly Test which will reveal which pages of the site are already mobile-friendly. She can then research information through her website platform to see the best way to optimize her site. There are other resources through Google that will also aid my client. The importance in this optimization lies in the fact that my client is conducting business in a technologically driven world, and any tech issues can deter customers. Although it make seem like a simple action, this can aid in reducing my client's bounce rate and can welcome clients to her site at any time from any place.

Gordon, J. & Perrey, J. (February 2015). The dawn of marketing's new golden age. The McKinsley Quarterly. Retrieved from http://www.mckinsey.com/insights/marketing_sales/the_dawn_of_marketings_new_golden_age?cid=other-eml-nsl-mip-mck-oth-1503

Digital Ready Marketing. (6 September 2014). Google webmaster tools guide. Digital Ready Marketing. Retrieved from http://digitalreadymarketing.com/search-traffic-overview-google-webmaster-tools-guide/

Google. (2015). Webmaster tools. Google Webmaster Academy. Retrieved from https://support.google.com/webmasters/answer/6001104?hl=en&ref_topic=4631146