You have spent many many months putting together your very impressive website that contains lots of unique content. You have started building Link Popularity, you are listed in some key Internet Directories and the search engines have started to send you traffic as a consequence of all this thorough website marketing activity.
So, the website is finished. No? Absolutely not! I have yet to work on a website where we have got everything right from the outset and we have correctly identified what our future visitors want. Additionally, I have yet to work on a website where we have not discovered something new and unexpected once the site has been open to the world.
The succesful long term marketing of your website will only come about through constantly analysing and studying the activity of your visitors and then modifying your website accordingly. One of the best tools for assisting you in this is the availability of good website monitoring packages, such as those provided by Google Analytics.
With such a package we can map an individual visitor to your website and we can see what search phrase he used,on which search engine, and where you ranked for that search phrase. We can see your competitor websites who rank in and around your position in the search. We can see on which page your visitor enters your website, which pages he visits thereafter, and in what sequence, and how long he spends on each page.
This sort of analysis will tell you masses about your prospective customer and about how well your website delivers against his expectations.