Having an abundance of information can be a great thing if you know how to analyze it. With a sea of information, it is all too often to easily get lost in SEO metrics. To optimize your website’s SEO campaigns, here are 4 simple areas of Google Analytics that you can focus on when you are lost at sea.
Questions to ask:
Do you Even Exist?
Much like the popular kid at school, you want to be let others know that you exist, first and foremost. To figure out how users found your business or website, we can pay close attention to the “Acquisitions Section” within Google Analytics.
Here, we can see where the majority of your traffic sources are coming from. Are they coming from organic searches (searching through Google), social media channels, paid marketing, or direct search (typing your business name directly into the URL address bar)?
You can find out which of these outlets are getting the best bang for your buck, in terms of your time and money, and adjust your outreach strategy accordingly.
Access to Website
If people are leaving your party, you might want to know why. Once users arrive to your website, is there a high bounce rate of them leaving? To dig deeper into this question, I have listed common website issues and where to look on Google Analytics to find out more about these issues:
1. How fast does your Website take to load? There will not be any entry point into your website whatsoever, if you user loses patience and bounces off your website before it even loads. It is best to aim for 3 seconds or faster. Look into the “Speed” tab on Google Analytics Page.
2. Is your website compatible across different devices and internet browsers? Similar to having a slow website speed, being incompatible (especially with mobile devices) and browsers will definitely create barriers to even accessing your website. (Check Browser tab underneath Audience)
When visitors enter your website, you want to make sure they stay on your website for a good amount of time. The types of questions you can investigate are:
1. What keywords are you using in website? Does the content of your website contain the keywords in your user’s search query? (Looking at the Pages section, will give insight into what users are typing into the google search bar to find your site)
2. How does the user navigate through the pages of your website, can the user experience be improved by providing better content or making it more aesthetically-pleasing? (Search the Pages section to curate content tailored to your user search queries. UserFlow + In-Page Analytics tab will give you insight on which pages are not getting visited as often and which components of each page are getting clicked on the least.)
Yes, you have a website but what do you want me to do now? Now that you have a steady flow of web traffic and a great user experience, you may want to provide a strong call to action. From here, you analyze your conversion rate and see how well or how poorly your PPC (pay per-click) campaigns are. Are there any adjustments you can make to your PPC ad?
Within your website, there are several points of interaction with potential visitors. Initially they have to know you exist, then you will have to establish a strong customer rapport with a strong call to action at the end. Through focusing on the appropriate analytics criteria for your problems and various levels of ongoing testing, SEO efforts will continually evolve to customer and marketing needs.