So now you have your measurements and your goals. Are you being successful in working towards your goals? As mentioned before, you need to be checking this on a regular basis and adjusting your approach as necessary.

Use the information to find out what kinds of advertising work for you, what initiatives have given you more traffic, and where your website may have flow problems that are preventing sales. Always be willing to try new things, keep what works, and throw away the rest.

Be aware that search engines can take up to three months to notice changes made to your website. Optimising your website is a waiting game where you have to be patient to see results. That’s where a professional consultant can come in useful, they’ve done all the trial and error before and have a strong idea of what works and what doesn’t. If you’re going to do it by yourself, you need to have a lot of patience and it could be a year or more before you start to see true benefits. Also be aware that the way search engines rank websites are always changing and you need to keep on top of the current trends. While the basics normally hold true, you need to be flexible and looking for new ways to improve your website at all times.