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Nov. 4, 2013

36: Benchmarking Your Website for Social Media, SEO & Mobile

36: Benchmarking Your Website for Social Media, SEO & Mobile

Neal provides a great resource to allow you to benchmark how well you are Maximizing Your Social, SEO and mobile aspects of your own website.

 

Transcript

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welcome to maximize your social practical and actionable advice on how your business control e maximize your social media presence. Now the host of Maximize your Social, author of the recently published book of the same name and founder of Maximize Social Business, Neal Schaefer. Greetings, everybody. This is Neil Schaefer. Welcome to another episode of Maximize Your Social. Today I'm gonna talk about benchmarking your website Visa VI Social Media and S e O. You know, recently, one of my clients for my social media coaching which I do both short term and long term one of our long term clients reached out to me for some analytical help. Got access to their accounts, Google Analytics, what have you? And it's very interesting the more and those of you that are involved in S e o or even do website development and get access to Web analytics. It's very interesting to see obviously the differences between those companies that are very active and social and not as well as those companies that seem to do better at S E. O. Than other companies. And I'm really looking for a barometer a benchmark so that you can compare yourself and see where you may need to be improving things as far as social media and website traffic generation maximize social business. We're honored to have the lovely lilac Bullock, who every month is providing some great advice on each of these social media channels and how to generate website traffic from them. So you should definitely go check out, maximize social business and look for lilacs posts. But very, very Fortunately, we had a company. This is a British company. Well, I guess I should say they're from the UK that is called investors I Q There. Ah, website is www dot investors i n v e S t I s as an invest is. And they just came out with their first ever and I guess they're going to do this in a quarterly basis report on analyzing websites for a number of different things. Now they say that they have been reviewing 60 corporate websites and have data for at least two years to provide the insight as to how they're being used Now, as you can imagine, this is not an American perspective. This is an overseas European, a UK perspective. So primarily, these 60 companies are coming. There's actually some diversity here. They're either on the foot C, 140 to 50 foot, see small cap. Or there's even some companies that are European that are not headquarter in the United Kingdom. But I think it serves as a really good data set for us to analyze how well our own websites are doing. And I wanted to pinpoint a few pieces of data here. Now. I found out about this through a post on social media today. So if you go to social media today dot com, you may be able to find this post has wrought was published either Friday, October 25th of Thursday, October 24th. But anyway, here's some of the data that I really like that I think you should really be considering. For these companies, 54% of all visitors to these 60 corporate websites came V s search engines in that number. Actually, looking over the last two years is pretty consistent between 50 and 55%. It was interesting because my client had a website that was getting about that much from search engines, but a separate blogger on a separate domain that was only getting 20 or 30% from search engines, the bloggers regularly providing fresh, insightful and thought leading content. And that made me need to believe. You know what? There may be something going on here with the blog's something that we may be able to dio to improve its S CEO. Now, if you're getting you know, 70 to 80% of your traffic from search engines, that's great. But as I mentioned at a conference where I was asked about hummingbird and what company should do, and I am by no means an S e o expert never pretend to be, you know, it's really not my main focus of what I do is all about social media business, right? But, you know, what I said was, you know what? What? Google, givinthe Google also take it the way it's an algorithm that's constantly changing. They make mistakes and they remedy them in future updates. I know that I have seen some effects from hummingbird as well, and you know what? You live with it and you try to improve everything that you're doing and especially just creating more unique in great content, right? But if you're getting you know, search engine traffic from you. No way above in the seventies and eighties. I think it's great, but I also think that at some point that search engine traffic should convert. She used to be getting some more direct traffic at some point that search engine traffic should convert so that you're getting more back links. And if you're getting a heck of a lot of search engine traffic knowing that it's never any guarantee, you're gonna continue to get that I'd really work on those two things. Now let's keep going down the statistics here, the direct amount of traffic was 28%. Now you got to remember this. You know, it comes from a lot of pretty famous large companies where if you want to go and book an airplane ticket, you go straight to united dot com. Right, you're not doing a search for it. If your company is a small business not very well known in a niche industry, what have you this direct traffic may indeed be ah, lot lower. So if you add that direct and search engine traffic up, that comes to 82% right, and maybe that maybe a barometer that looking for if you get a lot of direct traffic, that's well over 28%. Well, there may be things you could be doing on the S E o side to improve getting more referral traffic from Google. I think that's definitely one way of looking at it. The other traffic is 17%. Other I'm assuming is referrals from non search engine, non social media sources. Very, very interesting figure. I think it's really hard for a lot of companies to get a lot of this other type of traffic. But if you're in an industry where you have a lot of partners, you have resellers, distributors, marketing partners will have you. Hopefully, you'll be able to use that to your advantage and see an increase in this. And then the social media visits only comprised 1.5%. So if you're getting 1000 hits a day to your website and you are getting this number really calculates out to 15 if you're getting more than 15 visits from social media, you're doing well, that's you know what, the number state, So hopefully, if you've been listening to maximize your social, you're active in social media and you're generating great content. Hopefully, you're getting this. If not well, there's obviously a lot more you can do to maximize your social. So I thought those were some really, really good barometers. The other thing and it's really great that I come to you just one week after we talked with J Bear about utility and we talked a lot about mobile. So the interesting start here is that less than 1/4 of companies 23% provide either a dedicated mobile site or a responsive website. This report goes into the details of how mobile is really driving the increase in website traffic that they spotted across these companies over the last two years. And therefore 67% of these large, fairly large companies that should have fairly large budgets are not providing a mobile experience. You know, it really depends on your budget and your website design, but even at a minimum, if you run on WordPress like a lot of businesses do will have your blogger. On WordPress, there's a great plugging called w P Touch. There's a free version of paid version. I highly recommend the paid version your contents gonna look much better whether it's on an iPhone, an iPad or Android. And another interesting stuff related to that is that 2/3 of all visits to corporate websites from mobile devices and this is, you know, primarily u K are from ipads and iPhones. So if you're looking at testing, yes, you need to test for Android as well. But you probably want to make IOS and iPads and iPhones your number one testing platform for mobile. So the staff that was really brought to my attention in the headline in social Media today which caught my eye, was that these sites are getting 1.5% of their website traffic from social media off that 1.5%. Where's it all coming from? 64% of that traffic is coming from linked in. Now you gotta remember these air corporate websites, right? If you are a consumer facing brand and your active on Facebook and doing campaigns and engaging photos, what have you? You may not be generating a lot of traffic back to your corporate website. On the other hand, if you are a B to B company where you want to engage with clients. You're probably doing out with white papers, webinars and information that's on your website, right? So I think that's where we see a big difference. And that's why Lincoln is so significant. Next Darlington, we have Facebook at 17% and Twitter at 14%. I don't think that these air good barometers per se. I really think it's gonna be different depending on your industry. But I think they're good numbers to consider that Lincoln indeed can generate a lot of traffic. But you need to be newsworthy, I think, in order to generate that traffic from LinkedIn and the same goes on Twitter. Interestingly, flicker YouTube, Google plus light share all about 0.1% only flicker with 0.2%. And I do think that obviously dependent on your industry, YouTube, Google Plus and slide share can generate a lot more traffic for you from there. But hot, softer linked in for impressive results and hopefully especially if you're B to B and you're blogging, you see the potential for generating traffic from link them. Another interesting stat and I won't bore you with all the stops and report. Like I said, you should be able to go to the site and downloaded. I was able to down the report directly from that social media today dot com link. But the last thing I'm gonna leave you with was looking at the foot C 152 150 companies. And what corporate social media accounts did they link to their social media accounts? In other words, when you go to a website and even in the U. S, I see this when I do a social media audit, you goto upset. You don't find a link to a Facebook page, a Twitter account or wherever they have their social media. So if companies are trying to hide their social media accounts, which I recommend you don't do, unless you really don't want to generate more traffic from social media or attract people to your social media presence. Other than that, you know you really should have a link to your main social media property somewhere on your website. Whether it's above the full below the fold is a whole different story. But I do believe it should be somewhere. And if we look at the stats that say that I use my presentations that, you know 93% of U. S businesses with 100 or more employees are using social media for marketing this year. What are the accounts that they're using? We see Facebook, Twitter, LinkedIn, obviously being the top three. I think that the 60 70 80% when we get a little European flavor here. And I've always thought that every country, every continent is different in their adoption of social media, us obviously is ahead of the game because this is where socially evolved with headquarters of Facebook Twitter ling, Det Har What have you and I always thought after I visited London last year and Vienna this year that they were a little bit behind, you know, a few months to a year, we see that this number of linked accounts for Facebook for Twitter, for YouTube indeed is not very high. We see Twitter actually being the highest, averaging about 43%. YouTube would come in second at about the 31% linked in extra comes in third at 27%. Facebook comes and forth at 24%. So if you've linked social media profiles to your corporate page. Congratulations. You're ahead of 2/3 of thes companies that were being looked at in this specific report. You know, whenever I find data like this, I think provides good benchmarking data if you to compare yourself with and for you to include as part of your you know, your KP eyes or or your metrics for analyzing but your social media and your entire digital presence, I'm gonna try to share him with you. I don't know if any of you were surprised by any of those stats, but I really do think that they're good benchmarks. And I hope that you will put them to good use in helping you to maximize your social in the future as well. Thank you again for listening. I welcome all of your iTunes ratings comments and any request that you may have for me where you are in the world. Make it a great day. Bye bye, everybody. Thanks for listening to maximize your social. We appreciate your iTunes subscriptions, ratings and comments. If you would like to appear on this show or recommend content, please contact Neil Schaffer at Neil at maximize your social dot com. Thanks for listening and have a great day