NLYZR asks: How effective is your website?
After years of extensive research, testing and experience in pioneering Inbound Marketing in Australia, the digital team at Sticky are thrilled to announce the launch
NLYZR.com is now live
of NLYZR.com, a breakthrough website for businesses looking for an affordable way to improve their website search engine optimisation.
The Internet is now the most consumed media in Australia according to the 2009 Nielsen Annual Internet and Technology Report.
Furthermore, consumers between 15 years and 54 years account for the vast bulk of online sales, and a large proportion of those aged 18-54 spend five days a week in front of a computer.
Therefore it’s crucial that organisations have an effective web presence. NLYZR asks the question: How effective is your website?
NLYZR combines industry leading SEO software with the Inbound Marketing expertise and strategic insight of Sticky Digital.
The NLYZR website combines a mix of free and paid reports and detailed recommendations. Any business that follows the process and recommendations is assured of success.
The Free Web NLYZR report is positioned to become the standard measure of website effectiveness in Australia.
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Josh Bernoff from Forrester Research has just posted a piece on AdAge discussing the latest findings of a survey taken in the USA with leading marketers. The results should be alarming for traditional advertising media and agencies.
It strongly echoes our observations here in Australia. I have written a series of posts in the last year pointing to the same conclusion: Advertising shift permanent, What will agencies do when everyone can bypass advertising?, Perfect storm causing traditional media bloodbath, The sound of a marketing revolution, and A turning point in marketing and media history?
Here is what Josh had to say:
In this recession, marketers have learned that interactive marketing is more effective, and advertising less effective, per dollar spent. While budgets for online have decreased, they decreased less than other budgets. Six out of ten marketers we surveyed agreed with the statement “we will increase budget for interactive by shifting money away from traditional marketing.” Only 7% said “we have no plans to increase our marketing budget.”
Unlike the last recession, digital marketing is no longer experimental. Now it looks more like advertising is inefficient, relative to digital. More than half of the marketers we surveyed said that effectiveness of direct mail, TV, magazines, outdoor, newspapers, and radio would stay the same or decrease within three years. In contrast, well over 70% expected the effectiveness of channels like created social media, online video, and mobile marketing to increase.
The result is that digital, which will be about 12% of overall advertising spend in 2009, is likely to grow to about 21% in five years. Along the way overall advertising budgets won’t grow much.
This is huge.
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The 10 July 2009 Issue of B&T Magazine has put the websites of some of Australia’s top digital agencies to the test, with a panel of judges ranking each site out of 40. The criteria used to assess the sites included Usability, Creativity, Employee Appeal & Client Appeal. (The employee appeal was considered from the perspective of job seekers).
While we thought this was an interesting approach to assessing websites, its not the scientific approach we like to employ. So we decided to run all of the sites in B&T through Web ANLYZR to compare results.
Our Web ANLYZR tool is designed to assess sites from a marketing perspective. Web ANLYZR doesn’t use opinions, just raw data and results to score websites out of 100. Here is what Web ANLYZR looks at:
- On-site search engine optimisation
- Off-site search engine optimisation
- Keyword search scores
- Depth of Presence
- Social media
- Traffic conversion
These are the crucial components we utilise and measure for an effective inbound marketing-focused website.
Of course, not all agencies subscribe to this approach, and many achieve excellent results for their clients with alternative approaches. This is not meant to be a critique of various agencies and their sites, merely a comparison of B&T’s appraisal compared to Web ANLYZR.
An interesting aside was that only one site, Bullseye, turned up on the first 5 pages of Australian Google searches for “advertising agency“, “digital agency” or “digital advertising agency“. It was no coincidence then that Bullseye had the highest score with Web ANLYZR.
Here are the results from B&T and Web ANLYZR:
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