Even in todayâ€™s digital age, itâ€™s the little things that can have the most impact. "Know about SEO [Search Engine Optimization],â€ says Speller, who built her company's Website herself.. â€œIt's important to know about the pitfalls that don't make your site succeed. Some examples of pitfalls are bad user navigation and not taking advantage of Google Analytics (a tool that tracks your website and marketing effectiveness). For my gallery pages, I had to use Google Analytics and when my page went live, I monitored my reporting. I could see where people were clicking on my site." You can also see where theyâ€™re not clicking and adjust your game plan accordingly.