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WHO are they? We start with search. The best way to design a web site is to start by doing a search for your product category at Google. Before you can develop a web presence that is effective, you need to know the 'environment' that your web site will find it self in on the internet. A quick Google search provides an instant snapshot of the market place you will be competing in.

Studying the competition, and understanding the particulars of their web strategy, by working backward from specific search keywords, will tell you a great deal about what you have to do. This process will also give you a Search Engine Optimization goal: you will want to appear very close to your competition in a Google search. Understanding what this means is your first step; achieving it is your final SEO goal.

Knowing just who is searching, and just what they are searching for, is half the SEO battle. At Signal we've been helping clients solve the SEO riddle for over a decade.

What do they want? Every market is different. Analytics are fundamental. We often tell clients that in the end it doesn't matter what the managers of the company want. It matters only 'what their customers want'. I ask "If you had to choose between a web site that you personally liked, and a web site that sells three times as much of your product, which would you choose?"

Successful web site operators study site visitor traffic closely and learn from the behavior they observe. Then they develop a hypothesis about what to try next, and do the 'experiment' again. Hypothisize, test, measure, analyze, do it again; this is the method of the succesful web site operator.

Signal has been intensely involved in the monitoring and measuring of web site traffic from the earliest days of the internet. As internet measurement tools and metrics have advanced, we have advanced with them. With today's vastly improved site analytics tools it is possible to know a great deal about what your site visitors want, and what they like. By recording and studying the choices that site visitors make as they move through your web site, you can learn practically anything you set out to learn about customer preferences.

If you are not taking customer preference information into account as you evolve your web presence, and beyond this, as you evolve your enterprise, you are going to miss the next great phase of opportunity on the internet, and in the marketplace.