What's Your Alexa Ranking?
One of my favorite business management quotes is from Harold Geneen who said, "What gets measured gets managed." I've always felt the converse is also true — if you're not measuring something, it's easy to ignore it, forget it, let it go to weeds. By measuring — in objective numerical terms — some parameter of your photographic marketing, you're more likely to put energy into it, thereby increasing your odds of success.
For example, now that you have a yippie skippie website, how many people are visiting? This is precisely where Alexa.com can help. Alexa is a website ranking service (and thankfully a free one) that examines all the websites in the world and ranks them in terms of their popularity. It uses several parameters chief of which are web traffic and the number of sites that link into your site being measured. Because it's a ranking, the lower the number the higher the rank. Google is #1; Yahoo is #2; etc. They stop measuring at about 25 million. They rank everyone, so what's your website ranking?
I've kept my eye on Alexa rankings for years. Most photographers' independent websites hover in the 5 million range, +/- 1 million. If your website ranking is higher than 5 million, it receives less traffic than most; if your website ranks lower than 5 million, it does better than many, many photographers. A really hot photographer might be less than a million. You should know your number. You should track your number. The actual number is probably less important than the trend — because that trend tells you if you are building a website that people are interested in or not.
I wrote about this at length in LensWork #84 in an article titled If You Build It… If you don't have that issue, here is a link to a PDF of the article located on my personal website.
Brooks' workshop Finding an Audience for Your Work is available on disc for $99 plus s&h. As one of the membership benefits, this workshop is available in its entirety to members of LensWork Online via streaming video.