Media Insights

How to Maximize the Value of Your Website

You have a website. You want to ensure that both search engines and users can find it. You want to ensure the people visiting your site get what they need (and do what you want them to do—buy, subscribe, etc.).

And while you might already have a robust paid media strategy in place, you may not be taking full advantage of the media properties you own. Together, paid and owned media pack a powerful punch, but ongoing care and attention to both SEO and site optimization is critical for the success of your site.

Maximizing the Value of Your Site

When you focus on making SEO improvements, you’ll likely see an increase in traffic coming to your site from organic search. Great news, right? Yes—however, if the site you serve up once these visitors arrive isn’t fulfilling expectations, they’ll leave your site without ever completing your desired action.

Alternatively, when you focus on optimizing your site to create the best experience for site visitors, they will be happy — so long as they can find your site in the first place.

The same principles apply outside of the digital world. Let’s say you have attractive billboards, TV commercials and print ads directing people to visit your store. They are flooding in the doors, but quickly realize the aisles have no organization, they can’t find their way around, and they don’t see the items they came to buy. So, they leave without purchasing anything. Or, if you have the perfect in-store experience that’s aesthetically pleasing and easy to get around—but nobody ever walks in. In sum, it’s short-sighted not to think through the whole experience.  

When you combine traffic growth from SEO and improvements in sitewide conversion rate, the result is incremental gain and maximized efficiency. This theory is evidenced in the following case study:

Despite this reality, too many marketers only address their website or organic traffic when something goes wrong, and they notice a dramatic difference in traffic or conversions. Those moments are somewhat inevitable. That being said, there are strategies to prepare your teams and mitigate the risks. Here’s how.

Search Engine Algorithms Change, and So Does Your Traffic

Risk: Search engine algorithms are unpredictable. When they change, traffic to your site can change as well…

Mitigating it: Rather than only responding when site traffic plummets from an algorithm shift,  ongoing SEO management enables you to proactively capitalize on current search demand. Whether it’s simple technical improvements or a full-fledged content strategy catered towards what the search engine crawlers are looking for, there are always opportunities to boost your organic search ranking.

User Behaviors Change, and So Does Your Site Performance

Risk: What your target audience seeks, and how they behave while looking to find it, are things that evolve over time. As their needs and behaviors shift, so too should your site.

Mitigating it: Having an iterative testing program in place will proactively improve the performance of your site by continuously optimizing it for conversion. When you are looking at optimizing your site on an ongoing basis, you can proactively identify unique audience segments, then test changes to the site that meet their unique needs and improve their experiences. As an example, someone visiting your site for the very first time might not be familiar with your brand. What they need from the site is undoubtedly different from a returning customer that visits your site multiple times a week.

Ongoing Attention and A Balanced Approach

It’s important to ensure the search engines can find your website. It’s equally important to ensure your site visitors have a great online experience that moves them to act. Succeeding in SEO and site optimization is a never-ending balancing act, but the optimizations that you make via both of these channels are of evergreen value to your brand.  Encouraging your team to think through the full-funnel experience by considering SEO in junction with site optimization is just one way to shift your brand to becoming more customer-centric.

For help dialing in the right balance between SEO and site optimization, a Digital Marketing Audit, which takes stock of how your digital marketing programs are currently performing, is a logical place to start.

Ovative is a digital-first media and measurement firm seeking to transform the measure of marketing success. At Ovative, we help brands move the needle. We are curious. We value your brand. We want to see you succeed. Connect with us to learn more!

Lillian Smith

Senior Analyst, Paid Social

About the Author

Lillian is a Senior Analyst on the Paid Social team at Ovative.

Dale Nitschke

Dale Nitschke

CEO & Founder

About the Author

Dale is the Founder and CEO of Ovative. After years of operating a large omni-channel business and leading a customer data initiative, Dale knew there was an opportunity to create a marketing firm that helped clients become more customer centric and drove better performance outcomes. A gap existed between business consultancies and advertising agencies that modern marketing approaches demand. He also believed that a strong, healthy culture could attract and develop smart, talented team members. In 2009, he formed Ovative to bring media, measurement, and consulting together under one roof to enable an enterprise approach that drives more revenue and grows clients’ customer base.

Prior to founding Ovative in 2009, Dale spent 23 years at Target Corporation where he served as President of and grew the ecommerce business from start-up stage to a $1 billion+ business and established the foundation of Target’s Guest database capabilities. Previously he served as SVP Merchandising at the Department Store Division of Dayton Hudson. Dale has advised retailers and brands globally on business, growth, marketing, and measurement transformation strategies.

Outside of Ovative, Dale is a leader on topics including business strategy, change management, and team leadership. He serves on the board of Allergy Amulet and on the Dean’s Advisory Board of the Wisconsin School of Business at UW-Madison.  He enjoys spending time with his family, up north in northern Wisconsin, playing golf, and cheering on Wisconsin sport teams.

Seth Brand

Senior Manager, Consulting

About the Author

Seth is a Senior Manager on the Consulting team at Ovative.

Amanda McCann

Senior Manager, Consulting

About the Author

Amanda is a Senior Manager on the Consulting team at Ovative, specializing in Retail Media Networks.

Jenny Reinke

Senior Analyst, Measurement Solutions

About the Author

Jenny is a Senior Analyst on the Measurement Solutions team at Ovative.

Annie Zipfel

Executive Vice President, Media

About the Author

Annie is the Executive Vice President of Media at Ovative. She oversees delivery and growth across paid and owned media (digital, traditional, and retail media) and creative services.

Annie has more than 30 years of experience in media, brand management, insights/analytics, marketing, and product. She has also developed large, high-performing teams and built new measurement capabilities. Annie led the marketing team at Andersen Windows & Doors, leading the digital, social, content, customer insights, and creative functions. Prior to that, Annie served in multiple marketing leadership roles at Starbucks, REI, Target, and General Mills, with a keen focus on brand, media, insights, analytics, and measurement.

Annie is an industry leader in brand management, customer insights, e-commerce, social media, and analytics. She enjoys hiking, traveling, cooking, fishing, and spending time with her sweet dog and two sons.

Bonnie Gross

Executive Vice President, Talent Services

About the Author

Bonnie is the Executive Vice President of Talent Services at Ovative. She is responsible for attracting and retaining top talent and creating a culture in which our team thrives personally and professionally. Under Bonnie’s leadership, Ovative has defined an industry leading leadership and development program and transformed our approach to talent recruitment with a focus on diversity, equality and inclusion. Prior to her current role, Bonnie led Ovative’s Client and Business Development team overseeing client satisfaction and new growth opportunities.

Before joining Ovative in 2014, Bonnie spent 13 years at Target Corporate as the VP of digital and Digital Marketing where she led the launch of Cartwheel, an industry-leading social shopping application. Bonnie was the VP of Marketing for Fingerhut for 15 years prior to joining Target.

Leander Cohen

Analyst, Consulting

About the Author

Leander Cohen is an Analyst on the Consulting team at Ovative.

Will Silva

Analyst, Measurement Solutions

About the Author

Will is an Analyst on the Measurement Solutions team at Ovative.

Sarah Chang

Sarah Chang

Analyst, Consulting

About the Author

Sarah Chang is an Analyst on the Consulting team at Ovative.

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