Monday Marketing Meeting — Optimize For Your Target Audience

Optimize for your target audience In order to optimize for your target audience, you have to know just who that audience is.  Fortunately, there are some tools you can use to help you make this determination. Photo by jpockele.

First, of course, there is the traffic of your website.  If you don’t already, you should definitely add Google Analytics to your toolbox.  For a free tool, the information you glean is tremendous.  You can learn your referrers, that is, where your efforts to reaching your target audience are paying off.  You can also learn how they’re finding you, specifically what keywords they are using.  Knowing your best keywords can help you target your optimization efforts. 

Knowing which pages in your site is also important.  With Google Analytics, you can see which pages are getting the most views.  This is why the Google Analytics code should be installed on all of your web pages.  Remember, Google indexes pages not sites.

Google Analytics lets you delve more into the traffic you’re getting.  You can see what browsers they’re using and what resolution.  With this information, you can focus your website building efforts on making sure your site is viewed optimally for the browsers visitors are using to view your site.

But what about those visitors?  Wouldn’t it be great to know who is visiting your site?  You can with the MSN adLab center demographics tool.  Enter the keyword that you’re optimizing for and the tool will give you the demographics on who is searching with that keyword.  Knowing this, you can design your site to what would be most appealing for that group.

Information is key to optimize for your target audience.


Just Off the Easel — Miniature Landscape Painting, “In Flight”

My latest painting incorporates something of a new style for me.

My goal was to create a dreamy like atmosphere, capturing my own feelings about Door County, Wisconsin.  A wet-in-wet wash was my starting point, ending with some dry brush and splatter.  I hope you like it.

In Flight, original watercolor painting

In Flight, watercolor on paper, 4.25” x 2.25”


Monday Marketing Meeting–Free SEO Toolkit

Photo by memekode Having spent a great deal of time researching search engine optimization, I’ve come to rely on several sources that I call my “SEO toolkit”.  These are a collection of tools that I use to gauge the performance of my website and point me on the right track to making my site found.

There are a lot of sites out there with various collections of SEO tools.  The ones that I’ve chosen are those I regularly visit.  I’ll go to these sites weekly, depending on how often I update my site.  I keep a spreadsheet with scores where applicable to track performance over time.


This site gives an all around performance rating based on your site’s web presence.  It looks for a blog and feed as well as inbound links.  I like the fact that it gives a score based on 100.  Easy to remember, easy to track. 

This tool is one of a collection of tools on this website.  This particular one tells you how a given page is doing based on a keyword.  A nice way to check your choice of keywords. The other tools are helpful too, but I like this one for its focus.  The hitch though, about this site, is that you need to register to use it.  If you don’t set up a paid account you have a limit to the number of uses for the tool.

This site has probably the best collection of tools I’ve come across.  Be aware too, that the same type of restrictions apply to this site as the previous.  One tool here is especially useful.  The HTML optimizer is a nice way to bring down the file size of your pages.  On one page I tested it, it brought the page down by 2k.  Don’t use this particular tool though if you are in the process of editing a page.  For completed pages only.

This is a great tool for checking page size, etc., though if you’re not following its guidelines for image sizes, etc., you’re liable to be frustrated for how your page gets rated.  The tool suggests 30k limit on image sizes.  For an art site with a gallery that can be tough.  I have found the tool helpful with other pages in my site without a lot of images to optimize them.  Sources I’ve checked advise a 50-70k page size for best search engine friendliness, so its stern advice can be most helpful.

DomainTools SEO Text Browser
Finally, the SEO text browser allows you to see your site how a crawler sees it.  There is a science about content placement that this tool illuminates.  It points out some obvious SEO issues like alt text and height and weight declarations.  The percentage score is nice too for performance tracking.

There is a lot of information out there.  In the end though, search out the tools that help you optimize for your niche.