This post is intended more particularly for owners of small- to medium-sized businesses. The hands-on info comes from guest contributor Linky van der Merwe, founder of Virtual Project Consulting and social media strategist. Linky is based in South Africa.

Similar to any work situation where you need to measure the Key Performance Areas of your employees, it is also a good strategy to have Key Performance Indicators (KPI) for your business website/blog. KPI’s are the goals you want your visitors to complete on your website:

1. Fill in a contact form to be contacted by a consultant
2. Sign up to a news letter
3. Subscribe to a RSS feed
4. Download a brochure, request for more information
5. View the contact page

Each website’s goals depend on the type of industry you are in and what you want to achieve through your website.

Here is a possible list of indicators to measure your KPI’s.

1. Number of visitors
2. Visitor demographics (countries visitors are from)
3. Sources of visitors (search, forums, social media sites etc)
4. Number of page views
5. Number of new versus returning visitors
6. Visitor loyalty
7. Bounce rate
8. Top content on your website
9. Searches conducted in your website
10. Goal conversion rate: What percentage of visitors convert into leads or sales

If you haven’t started measuring your website’s performance, make this part of your business online maintenance strategy. You need to meaure how visitors engage with your website. Google Analytics is an essential management tool to use on your website. To find out how to make the most of Google Analytics visit Google’s Conversion University.

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Warm thanks to Linky for sharing her insights.
I’d say Google is the most well-known service but you can also turn to other providers. If you want to find out more about those, come to Search Engine Watch’s Search Marketing section where I report on them on a regular basis, and in the easiest possible way for everyone to be able to understand without having to be a technical honcho (and ‘honchette!’).

Follow Linky on Twitter @virtualpm.
As always, feel free to connect on Twitter, I’m @merrybubbles

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