When we spend time trying to optimize a web site to increase traffic, I find the need to check how our optimizations are performing.  There are two tools that I am addicted to, Google Analytics and Clicky.

Last week Google released a bunch of new features to their Google Analytics product.  I check our sites analytics just about everyday.  It’s interesting to see who visited our site, where they linked in from, what pages they viewed, how long they stayed and other juicy info.  I haven’t had much time to play around with the new features, but I am looking forward to the new custom reporting.

Here is how Google(http://www.google.com/analytics/features.html) describes the new custom reporting feature:

“Create, save, and edit custom reports that present the information you want to see organized in the way you want to see it. A drag and drop interface lets you select the metrics you want and define multiple levels of sub-reports. Once created, each custom report is available for as long as you want it.”

However, I think the e-commerce tracking is by far the most profitable feature with Google Analytics.  Using Google Analytics we can determine which links, keywords, banner ads, Adwords or other sources generate the most revenue. We can also see what visitors are trying to look for and if they are finding what they are seeking.  Then we can tell the percentage of customers who bail during the checkout process and at what point.  All very cool stuff.  All this info helps us to work with our clients to make their websites generate more revenue.

While Google Analytics has very powerful reporting tools, I have to wait until tomorrow to see today’s traffic. Not so with Clicky.  With Clicky I can see reports of real time traffic as it happens.  I find myself checking in two or three times a day. They even have an iPhone optimized version for the hard core analytics addicts.  The reports are great and I can drill down and see the entire session of each vistor.  Very nice.

Each of these solutions require a little bit of javascript on each page.   If you are a client of Aslan, please let us know and we’ll be happy to set your site up for analytics.

It’s always nice when a conference is in our backyard.  On December 8-12 2008, we will be attending Search Engine Strategies Chicago at the Chicago Hilton on Michigan Ave.  This will be our first year attending this event that is now in it’s 10th year in Chicago.  Hosted by an industry seasoned veteran, Kevin Ryan, the conference is geared towards both website owners and search engine consultants.  As of now, they have not listed the speakers. However, looking throught the agenda on their website it looks as if they have some very interesting topics.  The topics consist of basic search engine optimization techniques, as well as discussions on some of the latest trends in search engine marketing.

We are currently working on a project for an agency of the State of Illinois. This is the first project where the client specifically required that the site be accessible to people with disabilities. In looking at the State of Illinois requirements for accessibility, I realized that it’s not much more than building an XHTML compliant web site. Search engines love XHTML compliant web sites. Then I realized that search engines robots are the most disabled visitors to your web site. They cannot see or hear. Just like the sight disabled, they can only follow the content as it is structured on each page throughout the site as browsed with a screen reader. Just another benefit to following web standards in web development.

Pick One Thing to Say

Write down one sentence that defines the one thing you want to accomplish on the page and write to that goal. If you have more than one goal, you have two pages.

Be Authentic

Readers know when you’re lying. Be a voice that either gives back or gets out of the way. Both are equally valid. If you’ve got something your readers would find useful, share it. When you’ve run out of useful stuff to say, stop talking.

Know Who You’re Talking To

Think carefully about who you want to listen to your message and write to that person. No matter who that person is, you can assume it’s one person sitting in front of a computer. They’re not an audience. They’re not captive.

Make Everything Simple

• Use simple words and sentences.
• Be careful with acronyms and adjectives.
• Being cute is a plague.

Repeat all these rules in your head, then let them go and start talking. You can always clean up your content later. If you try to have each sentence come out simple right away, you’ll sound like a robot.

Make Your Point in 3 Seconds

Your reader will decide in 3 seconds or less if they want to keep reading. You should have page titles and paragraph headings that are concise summaries of what you’re saying. These titles and headings are the most important thing you can write. It may help to write out all your paragraphs first. Now summarize each paragraph then summarize the page as a whole. If you have paragraphs with a redundant summary, maybe the whole paragraph should go.