An EKG line inside a heart, representing website analytics.

Website Analytics and Why They Matter

An EKG line inside a heart, representing website analytics.

Make good use of your website analytics.

We’ve said before how making an aesthetically pleasing medical website is important. But what good is a nice-looking website if nobody is going to see it? That’s when the meta factors of the internet come into play. Having good metadata for your medical website helps your site’s visibility in conjunction with the entire digital world. That is why your website’s analytics are so important. To be ahead of the curve, you must stay on top of what makes websites like yours attractive. Here are a few things you should know about website analytics and why they matter.

Build Your Website Analytics Model

Study your analytics, know who’s on your website and why. Follow the user’s journey and create a digital map of their behavior on your site. Allowing you to know what’s working and how to better cater to your audience. When you’ve gathered all this data, you’ll then want to create a model that will need to be tested. The variables you’ll be testing are known as performance indicators. The name is pretty self-explanatory, you look for what days and time your website is the busiest, and most inactive.

Your model needs to be thought out thoroughly to yield the best results. Measuring inaccurate indicators could lead to resources, time, and energy going to waste. Review your indicators on a monthly basis to ensure their relevancy.

Catering to the more successful pages requires using your social media outlets to your advantage. Create posts that are relevant to the sections of your medical site that get the most traction. Regularly fill these post with links to relevant pages on your website

Know Where It Came From

Part of following the user’s journey is learning how they landed on your website. Was it through a social media post by you, or someone else re-posting your content? Was it through a search result? And if so, what term was used to find your content? All these factors are important to keep track of. However, it’s not exactly easy to understand how you’ll be applying this information. It may take some time to figure out to move forward, but it will be time well spent.

Search Engine Optimization, or more commonly known as SEO, is a key factor in getting your website seen. SEO includes keywords found within your website’s text that search engines like Google use to rank your website. Your SEO ranking dictates where your website is placed when someone searches topics related to your site.

There are plenty of tools available to keep track of what’s generating the most search results on the web. Google analytics search allows you to see your website’s activity on the search engine. Google keyword tool shows you the values of any keywords you choose to search. The latter of the two really works best when deciding SEO tags.

Now that you know a little more about why website analytics are important, review your medical website’s performance. See what needs improvement, and what needs to be added and subtracted from your site. For more insight on how the digital landscape can be beneficial to your practice, read our book “Medical Practice Marketing: New Patient Acquisition Methodologies.

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