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About Google Analytics
Mon, 05/31/2010 - 15:47
As an SEO agency we use Google Analytics all day long. It is a very popular way to monitor the visitors to your website and best of all it is free. You may think a free product will be quite un-useful however this is not the case. It is feature rich and can teach you a lot about your website and its visitors.
In Google Analytics you can set up accounts and profiles. Accounts will hold the data for a collection of websites whereas a profile will refer to a single website. When we take on new SEO campaigns you can add BDR London to your account easily to give us access to your sites history.
A profile can be split further into filters although beware with this feature as once you have set up a filter you cannot add this data back into the profile at a later date. E.g. you may set up a profile that excludes data from a certain IP it would be this data that could not be re-added.
A profile can be segmented which is similar to a filter, accept this is temporary. Segments would represent things like all visitors, returning visitors, paid search visitors, etc. and can easily be compared against each other in graph format.
One word of advice if you are going to set up filters due to their irreversible nature you should always create what is known as a raw profile which you can revert to in case something goes wrong.
With SEO being a long term strategy quite often you will not see huge changes in stats when you login and look at your dashboard what you can do is set up automatic emails to alert you when unusual things happen to your website. The kind of thing you could check for would be: Why are visitors from the US up by 70%?
Analytics lets you look at information referring to your visitors and how they found you. One of the most important things you will want to know is what keywords are generating traffic. You can also see whether your visitors are coming from search engines, other websites or direct.
Google Analytics identifies the popular pages of content on your website. You can identify top landing and exit pages as well as how long people spent on your site. The length of time spent on your site can indicate how relevant people find your website. Another metric used to measure quality of content is bounce rate.
Bounce rate is a measure of the number of people who left your site without visiting any other pages displayed as a percentage. If you have a low bounce rate this means more people have gone on to view other pages on your site. This indicates your website traffic finds your site relevant. If your bounce rate is very high think about whether the page content is engaging or relevant to the keywords that are driving traffic.
Most importantly you will want to measure the conversion rate of your website. In analytics you can set up goals which measure a range of tasks this could be visit a certain page, fill in a form, or make a purchase. Using your Goal data you can improve your site to get more people performing your desired action.
There is so much more you can see and do in analytics if you aren’t using it for your SEO campaign then I strongly recommend installing it. The installation process is simple all you need to do is add the small piece of code to every page of your site within the <body> tags.
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