A classic staple of business school is the SWOT analysis—identifying strengths, weaknesses,
opportunities, and threats faced by a business or project. By combining data from your business
asset assessment and historical tracking data (and visitor analytics), you can create some very
compelling analyses of your organization and its marketplace.
Identifying strengths is typically one of the easier objectives:
• What sources of traffic are working well for your site/business?
• Which projects/properties/partnerships are driving positive momentum toward traffic/
revenue goals?
• Which of your content sections/types produces high traffic and ROI?
• What changes have you made historically that produced significant value?
Sourcing out the weaknesses can be tougher (and takes more intellectual honesty and courage):
• What content is currently sending low levels of search/visitor traffic?
• Which changes that were intended to produce positive results have shown little/no value?
• Which traffic sources are underperforming or underdelivering?
• What projects/properties/partnerships are being leveraged poorly?
opportunities, and threats faced by a business or project. By combining data from your business
asset assessment and historical tracking data (and visitor analytics), you can create some very
compelling analyses of your organization and its marketplace.
Identifying strengths is typically one of the easier objectives:
• What sources of traffic are working well for your site/business?
• Which projects/properties/partnerships are driving positive momentum toward traffic/
revenue goals?
• Which of your content sections/types produces high traffic and ROI?
• What changes have you made historically that produced significant value?
Sourcing out the weaknesses can be tougher (and takes more intellectual honesty and courage):
• What content is currently sending low levels of search/visitor traffic?
• Which changes that were intended to produce positive results have shown little/no value?
• Which traffic sources are underperforming or underdelivering?
• What projects/properties/partnerships are being leveraged poorly?