The site metrics were terrible this week. Only eighteen visitors and an average time on site of just 17 seconds.

Of the five people who came to the site through a search, only one used a keyphrase that’s appropriate for what Bolen does. That was “advertorials for insurance”. Effective advertorials are one of my strong suits. They require a rare skill set (one that combines journalistic reporting with an ability to incorporate ‘under the radar’ persuasion); and the insurance industry is one of a handful that I have an insider’s understanding of.

The other keyphrases searched on involved advertising and public relations, two disciplines that are really tangential to what Bolen does. Our website renovation will work to remedy that - replace those search terms with more relevant ones.

Actually I’m glad the metrics are so poor this week, because they’ll constitute our starting point as we begin to implement what we’ve researched and learned over the past few weeks. Stay tuned as I put some pressure on the accelerator. I really want to write, “Fasten your seatbelts!” but I know there’s a lag between implementation and results.

Tomorrow I’m going to give a more comprehensive overview of last week’s Web Marketing conference, and unveil my first implementation tactic.

Tags: keyphrases, metrics