14 December 2017

Web Analytics is essential for any online business


The role of SEO and the relevance of the study of web statistics as engines of the effectiveness of a website center the interview that Ricardo Tayar, one of the top specialists in optimization and web analytics in our country, has given to the marketing agency online Webpositer.

Ricardo Tayar takes a tour of the techniques that directly influence the success and optimal management of an online business since the last interview offered to Webpositer. This lawyer from Zaragoza discovered a day Internet and since then has not separated from him. Continuous learning and the experience gained working since 1998 in companies related to the online environment has forged an absolute mastery in defining what needs to be done for a website to respond in terms of authentic efficiency.

Web design and architecture, SEO and SEM, convertibility, online reputation management, presence in social networks and, of course, web analytics, which Ricardo Tayar considers the cornerstone of any web project for its ability to reveal, guide and measure results evaluating every decision made. In all of these areas, Tayar is the CEO of iZenius, a company specializing in web optimization and web project planning and development.

Working on the effectiveness of a website as a key business tool

As an ecommerce specialist, Ricardo Tayar analyzes the latest data offered by the Telecommunications Market Commission in which it is confirmed that electronic commerce has reached historical values ​​in the last year. Without questioning that growth, Tayar qualifies this statement by declaring that “electronic commerce grows a lot, but it is also true that it does so largely from the inside out”, given that purchases are made especially in electronic stores. It also confirms that the attractiveness of ecommerce as a commercial channel increases every day, but “it seems that nothing has to be done other than to put an online store”, when the work that is after the implementation of a project of these characteristics is ” as hard as in any offline business.”

So forceful and with the clarity that he makes clear in his blog, he affirms that the success of ecommerce today has come thanks “to the massive popularization of electronic stores such as Amazon and collective purchase systems such as Groupon, Privalia or companies like Zara”. This scenario has led to a change in consumer habits of contemporary consumers, getting “electronic commerce becomes a habit, available to everyone and is increasingly practiced by the advantages offered to the consumer.” However, he warns that in the optimization and development of electronic commerce there is a long way to go.

Ricardo Tayar shares the formula that leads to the effectiveness of a website: Work hard and conceive it as a dynamic business tool that will continually undergo changes. It goes further and identifies 4 key areas aimed at improving the efficiency and convertibility of a website: Web traffic, although not worth any web traffic, “you have to work to get quality traffic from each website”; The value proposition and the contents “what we count, how we tell it and how we arrange it are equally important”; The interaction of the user; and, finally, the correct functioning of all the processes associated with an electronic commerce (shipping, customer service, email alerts or returns) because, otherwise, “the customer’s final experience will not be good”, concludes Ricardo.

The relevance of SEO as a brand generator and contribution of qualified web traffic

The excess of competition in the Web hinders the visibility of a website in the top positions of search engines. Given this situation, Ricardo Tayar states that “SEO should be conceived as a medium and long-term strategy”. It also recommends working on the positioning of a website for “related or indirect terms” and not for the most relevant ones for our business since “those positions are occupied by the referents of each sector”. Search engine optimization by more accessible and less competitive terms will generate optimal results that, in turn, will affect the positioning of more difficult keywords.

The achievement of this goal ratifies the crucial importance of SEO because “it exerts a drag effect, helps to generate brand and provides qualified traffic to be related to the core business of the website.”

During the interview, Ricardo Tayar made his personal assessment of Google Penguin, the latest update of the Google algorithm that has generated so many comments recently. In his opinion, “Google Penguin is an algorithm designed to penalize certain types of links to websites.” Although he must adjust his results and assessment criteria, Tayar argues that this change favors the results achieved thanks to “the links of quality and naturalness” in web optimization.

The transcendental value of Web Analytics: The exact measurement of the performance of online actions

Renowned speaker in many industry events such as the 2012 Web Congress or the recent SEO congress for SEOs, Ricardo Tayar has always considered that in the measurement of results there are many of the answers and opportunities for the optimization of a website. For this reason, he states categorically that “Web Analytics is ESSENTIAL, well, in capital letters, for an online business” given that “it is the indicator of its performance, of its effectiveness”. It deepens in the importance of this tool since without the analysis of the web metric the decisions are taken “blindly, without criteria”, being impossible to adequately determine actions of improvement or changes if previously it is not known “where we came from, where we are committing mistakes, where are our inefficiencies. ”

Ricardo Tayar, professor of the Master in Web Analytics taught by Kschool and the MeBA of the University of Zaragoza, talks about the importance of meditating and carefully defining KPIs (Key Performance Indicators) given that each type of online business corresponds to indicators of different sizes. However, it points out the two “fixed and almost universal” KPIs that must always be borne in mind: the completed task rate – for example, registering a website, completing the purchase process … -, and the ratio of conversion or task completed by traffic source, due to the relevance of “determining which are the most appropriate sources of traffic for our website”.

The presence of companies in social networks

Ricardo Tayar refers the reader to a post posted on his blog www.ricardotayar.com on the occasion of the speech given by Marc Cortés in a workshop organized in Barcelona by FECEMD two years ago. In his conclusions, he argues that companies that wish to be present in social networks have to identify their objectives, analyze their environment and design an action plan that determines why they want to be, when and where. As a result of this reflection, Tayar emphasizes the importance of selecting and discarding. It is not necessary to be in all social networks, but to choose the appropriate ones because, as he states, “dispersion generally leads to indefinition.”

Tayar encourages companies to monitor the Network, knowing the spaces and the people who talk about it. The conversation is essential, hence the companies should be clear that they must be the generators of this conversation providing value and generating interest. You have to be prepared to listen to unfavorable comments, being patience and commitment essential values ​​so that the active participation of companies in social networks is effective. Out of automation, these platforms eliminate communicative barriers, humanize the company, being the perfect vehicle to show itself as it is, with full transparency.

Outstanding subjects and conclusions of the future

Ricardo Tayar shares with readers of the interview what for him is one of those “basics” that almost never takes into account when talking about Online Marketing: “[…] the correct modeling of the business, sitting down to think and plan what we are going to do, for what, with what resources, with what objectives and where we want to go. ”

Defining the Internet as a “very volatile and changing” medium, Tayar predicts that within 5 years “the Internet will little resemble what we know today and precisely that nature of continuous change is what makes it a medium that we love and that others are suspicious, given that they can not exercise control over it as they do over other media. “