| It is common practice within many professions to perform an assessment before embarking on any particular path, action, or tactical behavior. An assessment is the starting point of any search engine marketing engagement. The intention of the assessment process is to document a critical path for making intelligent decisions for building your online marketing strategy. Before Vont executes any online campaign or search engine optimization service we thoroughly review and match your business' goals with our resources and capabilities. We examine whether or not your website is actually supporting the goals of your organization – how well you are attracting current and potential customers to the site and then encouraging them to take action. We use a series of objective and subjective data points to deliver these answers in understandable pieces, clearly outlining how you perform against competitors and what initiatives have the greatest potential to help your business grow.
Specifically, the scope of a typical assessment involves five common components.
 1) Review of Business Goals and Objectives: What does your company’s website do for your business? What are the metrics of the site that best measure the success of these business objectives? By understanding your business goals, Vont can define a customized set of key metrics for your website performance and relate them to your key business objectives.
2) Current Traffic Evaluation: How does the current traffic perform? Who are the users? Why are they coming? What are they doing? When are they coming? Why are they leaving? Vont does a thorough analysis of the existing metrics and user trends and provides a detailed report on the current state of affairs with regards to the current web traffic.
3) Gap Assessment: What information should be collected that currently is not being collected? Vont offers an analysis of data that could impact your business decisions and suggests a means to gather the data.
4) Competitive Assessment: How are your competitors performing online? Vont assesses the strengths and weaknesses of your competitive set in order to apply best practices from your market segment to your online marketing.
5) Recommended Action Items: Vont offers a detailed set of conclusions and recommended action items gathered during the assessment. It is these recommendations and action items that will make the difference in the way you do business online.
An assessment is the starting point to cultivating your online marketing efforts. It not only takes into account how your website strategically affects your company performance, but tactically addresses ongoing needs and it lays the foundation for continuously improving your online marketing results.
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