Wyoming Wilderness: (clockwise from left) A curve along Blacktail Butte’s ridgeline and the Northern
lights over the Moulton Barn, both in Grand Teton National Park. A bull elk in profile, Yellowstone
“I’ve been analyzing over time how
to get people to browse my site,” he says.
“I recently renamed my gallery list page
from ‘Galleries’ to ‘Image Library’ in the
navigation bar, to better encompass this
Traffic to his gallery list page has
steadily increased in recent months, and,
despite some ups and downs, it’s now the
second-most visited page on his site. Addi-
tionally, the bounce rate is 20 percent less
than the site’s overall average bounce rate,
likely the result of grouping his galleries
into collections. “I use PhotoShelter’s col-
lections feature to keep the number of gal-
leries to a minimum and minimize initial
confusion for first-time viewers,” Cavaroc
says. “With fewer choices, deciding where
to click is easier.”
Cavaroc also uses Google Analytics to ana-
lyze which blog posts receive the most page
views. “I look through the Content Report to
identify posts with the most impact, as well
as determine ideal times to publish future
posts I want to get more attention,” he says.
With analytics in mind, Cavaroc can make
smarter decisions about blog subjects. He’s
noticed that certain posts receive most of
their traffic from Google, which has encour-
aged him to think more about SEO—especial-
ly in selecting the keywords he wants to rank
for in the posts’ titles. Little tweaks, such
as changing a page’s layout, have positively
impacted his site’s traffic and visitor engage-
ment overall. Moving forward, Cavaroc plans
to continue thinking analytically about his
Web site and blog, and letting metrics like
page views guide any future improvements.
Before tweaking your Web site, check
out Google Analytics and set a baseline. Then make changes and check
back in a few months—if your metrics
haven’t improved, continue tweaking.
Drive your visitors to pages you want them
to see. Decide on your Web site’s goal
(to sell prints, license images, land new
assignments, etc.), and design your site so
visitors are guided to the right pages.
Use Google Analytics’ Site Content Report
to identify your most popular blog posts
and then give people what they want!
Create more posts on those topics.