January 23, 2021
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Using DMAIC Methodology to Enhance Information Portals

  • By Arvind Muthukrishnan
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After the implementation of the plan, you should make sure that you continuously improve the performance of your website to stay ahead of the competition. Some of the key activities that can be done to control the performance are as follows:

  • Track the key metrics and ensure they are aligned with the business objectives
  • Send Progress Reports to key stakeholders and get their feedback
  • Do Pilot Runs and analyze the results to ensure a controlled release
  • Identify best-in class systems and integrate them with your website

Based on my experience, I am very sure that these steps followed with attention to detail can definitely create a positive impact on the performance of the website.


Once you start to monitor and control the performance of your website, it doesn't mean that you will get the expected results immediately. You might have made some decisions based on what you perceive the user will like. You must not forget that it's a perception, not a reality. Only when you monitor will you know what the user base really likes. For example, you must have perceived a SEO keyword. But, only after you track the performance of that particular keyword, you will know the real results.

You must be quick enough to catch the mistakes (if you make any) in your decision process and fix it immediately. You also must analyze the user click-through behavior if you want to have a huge hit in personalization. Drag and Drop widgets could be a better idea of implementing your functionalities where users can customize themselves. This approach is just a good beginning. You must always keep your eyes wide open and look for opportunities to improve. These opportunities, in turn, will DEFINE the objective. And the cycle follows again.

About the Author

Arvind Muthukrishnan is an Associate Project Manager, specializing in end-to-end consulting of information portals, SEO, and web analytics in Photon Infotech, a next generation Internet consulting firm. He has an MBA in Systems from SP Jain Institute of Management and Research, India, and a Masters in IT from Virginia Tech, Blacksburg.

Appendix A: Explanation of Key Metrics

  • Traffic Rank: Combined metric of Pageviews and number of visitors who viewed the site
  • Page views: The total number of pages viewed. Repeated views of a single page are counted
  • Unique Visitors: Metric measured by counting each visitor only once in the time frame
  • Bounce Rate: The percentage of single page visits resulting from this set of pages or page
  • Top Content: The list of maximum visited pages (URLs) with respective percentages
  • Map Overlay: The percentage of visitors from each geographic location
  • Direct Traffic: The percentage of visitors who were redirected by entering the site name directly
  • Referring Sites: The percentage of visitors who were redirected from a third-party site
  • Search Engines: The percentage of visitors who were redirected from search engines
  • Browser Profile: The split of the users by each browser they used to access your site
  • Keywords: The list of keywords an user searches for landing on your website
  • In-text Ad Revenue: Revenue from Online Ads that are published on your website by ad platforms such as Google AdSense, Ad Words, and so on
  • Direct Ad Revenue Revenue from Online Ads that we directly sell to advertisers directly or through a third-party agency
  • Other Subscription Revenue: Revenue from services where the user has to pay and subscribe to the services
  • Conversion Rate: The percentage of unique visitors who are converted to subscribe for a service

Appendix B: Key SEO Guidelines for a Website

  1. A keyword-rich Title tag should be present. It should be related to your webpage.
  2. The meta keyword tag should be present in the page. Have at least 3-5 keywords in the tag that are related to your business/that you feel that user will use to find your website.
  3. The meta description tag should be present and describe the webpage.
  4. The use of internal CSS and Java Script should be avoided; if present, they should be moved externally.
  5. HTML code should be without errors and as per the W3C standard.
  6. Don't use hidden text, tiny text, or text with the same color as the background.
  7. All images should be given Alt tags describing about the image.
  8. Dynamic URL should rewritten to static URL (Example www.yourdomain.com/ homepage/ ph?=56t=htnku should be something like www.yourdomain.com/homepage.html)
  9. Have some keyword-rich content related to the page in some part of the page.
  10. Anchor text for the text links should be of keyword rich.
  11. Use some keywords as a part of the URL.
  12. Use <H1> through <H6>tags for the important titles and words in the page.
  13. Understand the importance of keywords in each and every article and make sure all content created is SEO friendly.
  14. Determine the percentage of content according to the page weight, and so forth.
  15. Learn how to use tools to get the search volume and competition factor for particular keywords

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This article was originally published on January 12, 2009

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