Want more out of your business’s Digital Marketing & SEO Strategy? Well, understanding how your website analytics work and how users are engaging with your website will help out drastically. In this article, I have laid out some of the most essential stats from google analytics that will help you understand how your SEO is affecting your digital marketing effectiveness. Below are several areas to consider to help your website ranking improve, help you find weaknesses in your website, and will help you make better decisions about your digital marketing.
Organic traffic is the type of traffic that comes from search engines like google, bing, yahoo, etc. It is based on people doing searches on those platforms for you. Increases in organic traffic are what your SEO Company is trying to improve because it is a sign that you are rising higher in the rankings. How do you know organic traffic is increasing? You can see it inside of google analytics.
You find your Organic Traffic Numbers by clicking ACQUISITION, then ALL TRAFFIC, then SOURCE/MEDIUM inside of google analytics and you will see where all of your traffic is originating. You will see it as an option in the very first column marked “source/medium” along with other sources like facebook, linkedin, etc.
Here is where you find Organic Traffic numbers in analytics: Acquisition> All Traffic> Source /Medium
Your landing page numbers tell you where people are entering your website. So, the exact page people are coming to your website. Believe it or not, people will enter your website on many more pages than your homepage. This is from SEO picking up other pages based on different searches or links that get shared with your website. So, by understanding landing page stats you will understand which of your pages are being found the most in search.
You can find landing pages in google analytics here: Behavior> Site Content> Landing Pages
The exit page in google analytics shows where people are leaving your website. This is important to analyze. If people are leaving your website before contacting you, or if people are leaving from a certain page on your website without taking the next step you will know a weakness exists. The reason people generally leave is due to not having enough information to make a decision. So, if you see this happening analyze the content and beef it up. More pictures, more descriptions, more testimonials, etc.
You can find exit pages in google analytics here: Behavior> Site Content> Exit Pages
This is the percentage of website visitors who come to a page and leave immediately. This is important to see if people are coming to your page and then not finding what they need. It sends a negative sign to Google when you do and can affect your SEO company’s effectiveness.
Bounce rate is found on several different statistics. As you open up different stats you will often see it listed one of the columns to the right.
But, here is a great place to look for bounce rate in your analytics: Behavior> Site Content> All Pages
Behavior Flow is a very cool visual analytics tool that shows you how people are moving through your website like a map. It shows the pages that people enter and shows a red waterfall as people leave your site. This gives you a very good way to understand the exact customer journey and place people are being disinterested in your services. By reviewing these you can go to those pages and add more data, pictures or maybe an even more prevalent call to action to see if that helps them take the next step in the path you want them to take into turning them into a web lead. This will help all of your search engine optimization strategy pay off.
This is where you can find the Behavior Flow Graph inside Analytics: Behavior> Behavior Flow
At first glance, you are going to wonder why someone might think this stat in google analytics is important. But, on a deeper dive, this is one of the most important from a sales & prospecting perspective. Inside the network tab, you can see the server name of the person looking at your website. And, major organizations often have their servers in house, and they are named after the company. This is truer in a B2B case, but you can see the pages that the person from that server visited. If your website is set up in a way that each service or product offering has its own page then you can then figure out why they are interested in your company. From there, you give the information about the company name and what service page they visited your sales team and have them call the company and figure out who would be in charge of making a buying decision.
Note: don’t tell them that you saw someone from their company visit your website, that might be a little creepy.
This is where you can find all the great network data inside analytics: Audience>Technology>Network
Google Search Console is another great tool you can use to help you understand more about your website traffic like search terms and rankings. Luckily, we wrote a full article about all the great benefits to Google Search Console. So, To learn more about the search console please go here.
Attraxios is a digital marketing, SEO, and web design company in Pensacola, FL. As a greater Pensacola SEO Company and Digital Marketing Agency, We help businesses grow and attract more leads using internet marketing, online advertising. Our Founder has been in the digital marketing field for 12 years. So, for more information on how this Pensacola Internet marketing company came to be, reach out to us today.