Cranial Interactive - Setting up a Baseline
Step One Setting up a Baseline
Before you can figure out what kind of return you are seeing on your optimization work, you need to create a baseline from which all future calculations are considered. For Cranial Interactive, this is an important step in every project. Basically, you cant make a good plan on how to get from A to B if you dont have the slightest idea of where A is.
So how do we generate the baseline? We ask two questions: the first tells us where your site stands on the search engines, the second tells us about your current audience.
Where are you right now?
We set up a matrix of search terms that are currently found in both the meta tags and the readable text on your site essentially, logical paths consumers might search to find your product or service. This tells us about your:
- Brand Ownership how you actually score in a search for your name or your trade marked products
- Idea Ownership how you score on searches for your value proposition and product offering
- content ownership how much of your site is being indexed by the search engines
- Relationship network what kind of back links do you have to your site
Who's visiting your site right now?
We closely study your site metrics. These statistics will tell us everything you need to know about the people who are visiting your website.
- How many visits
- How many pages are being viewed
- Where your visitors came from (referred or un-referred)
- What search terms they used
- What page they entered at
- What page they left from
As soon as those two questions are answered it is possible to move forward in determining the type of conversion you're looking for, and the goals of your optimization plan.
