In today’s digital age, a website is one of the most important tools for a business in establishing its image and increasing its customer base. A strong internet presence is particularly important for REALTORS®; C.A.R. buyer and seller surveys have indicated that the internet is the predominant source used by consumers to find a real estate professional. As agents begin a new year and focus on implementing their business plans, it is worthwhile to focus on the information that can be extracted from website traffic reports, such as those provided by Google Analytics.
While visits, unique visitors and pageviews are very important, traffic sources, frequency & recency, and engagement should not be overlooked. Traffic sources provide information about how visitors arrive at a website. This is useful in gauging the effectiveness of search engine optimization efforts and where improvements can be made. Frequency & recency indicates the visitor frequency to the website within a specified time frame. It is a measure of interest in a website and can be utilized to identify any patterns in the visitor frequency and make necessary enhancements. Engagement tracks the amount of time visitors spend on a website and the number of pages they view. This is a good indicator of the relevance of content to help make the content more interesting and relevant.
These are just a few indicators; there are many more that provide very useful information that can be helpful in improving a website.
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