The Goopy Ghost at St. Patrick's Day
January 2019 by V. R. Duin

SANDBOX TRAP EXIT:
ANALYZING WEB TRAFFIC
TO IMPROVE WEB CONTENT

The ghost became bright, coin-sized rounds
Beneath which some rocks added pounds.
Some gold-colored spray
Improved their display.
Just wait 'til those thieves come around!
(“The Goopy Ghost at St. Patrick's Day”)

Writers can exit the sandbox trap of comfortable conformity by analyzing Web traffic, keywords, social shares and ping-backs to improve the quality of Web content and increase traffic.

It is important to study the competition. Facts about formation, location, number of employees, business category, rankings, keywords, backlinks and other guidance are widely available online.


Technology puts power for Web writing and marketing in writers' hands. It offers speed, automation, adaptability and empowers learning. A good place to start is with Google Analytics.


Session activity gives important clues about engagement. Computers are programmed to give traffic counts, show on which pages traffic enters and exits, how long traffic lingers and whether visitors are new or returning.


Technology rewards diligence and spurs awareness. There are opportunities in analytics to learn what content and methods work where, for whom and why. Informed writers are equipped to target specific audiences.


Dynamic content draws technologically sophisticated consumers. Publishers are reinventing the way content is presented. Interactive, voice and audio materials are surging as the next level of literary production.


To resist change is to become a dinosaur. Information is needed to create the next great thing that provokes action and maintains attention. To leave stiff, old inertia, writers must identify and explore breaking opportunities.


Creators must project an interesting and entertaining experience. As technology changes, outdated and outmoded elements lose support. New crazes, like the brain-tingling ASMR, are coming into focus.


The sandbox trap is manual. Performance-enhancing machines find missing markup tags and check links and spelling far more quickly and efficiently than humans. It is difficult for writers to proofread their own work.


Writers should not get stuck without analytic tools. Learn about browser compatibility problems and other obstacles to navigation. Book market saturation pushes writers to narrow their strategies for sales and marketing.


The sandbox is full of weathered material. Keywords, social shares, ping-backs and other online metrics help writers determine what is not working. They suggest content-rich alternatives for look-alike components.


Writers may be poor judges of their own work and platforms. Exploring one aspect of technology each day can advance writing careers. Techniques to improve Web content are cemented with practice.


Writers must write for real audiences. Old SEO “magic tricks” no longer work with the advanced learning capabilities of machines. Search engines recognize garbled text stuffed with keywords.


Book promotion requires multi-tasking. Multimedia, games, quizzes and advanced technologies compel users. This writer turned to SEMrush for SEO-friendly website tools for competitive research and focused branding.


Everything from Advertising to Zoom is done digitally and online. Tech evolves daily, causing high fliers to crash overnight. Nobody can be certain about coming changes. Almost everyone will be affected by them.