Making Sense of Web Analytics
Posted on Apr 6, 2010 by Staci Wright
In today’s marketing society, an online presence has become more crucial than ever. But just having a website isn’t enough. You must view it as a marketing tool just as you would TV, newspaper, direct mail, etc. Take advantage of the data websites provide and gain insight into ways to market your products or services even better.
With a service like Google Analytics, you can see just how many people are visiting your site, what pages were visited, top keywords used, etc. But to some small business owners, finding the time to make sense of the information can seem a bit overwhelming. But not if you know the basics of where to begin!
In a recent e-newsletter from Marketing Professors, they provided a great summary of how to get started with analytics. Simply put, below are the top 6 areas to focus on right out of the gate. As you get more comfortable navigating and understanding your analytics, then try digging deeper.
- Unique Visitors: Unique visitors are are an important metric as it counts everyone as one for any given time period. This means that if you had 250 unique visitors, 250 different people visited your site at least once. If your unique visitor number is low, it could mean that your site is either having issues in search engines, or need more content.
- Traffic Sources: Are you getting traffic from Google, Yahoo, Twitter, or other sites? This information can help decide where and how to promote your future content.
- Referring Keywords: These are the phrases that someone put into a search engine and arrived at your site with. Ideally they’d be keyword phrases that related to your company. If not, then it may be an indication that you’re either not optimized, or optimized for the wrong phrases.
- Top Content: No matter what size your site is, knowing what pages get the most traffic can help you when building out new pages. Using the same format, or building out content on that topic, can help drive more traffic. These are also pages that call to action (CTA) buttons should be added if you want your visitors to do download a white paper or do something specific.
- Location: If your business seeks to have a strong local search presence, the location area in analytics can tell you the country, state, and city of your visitors.
- Campaign Tracking: This feature helps you track visitors from your ads, wherever they appear, to a particular goal, page or conversion at your website.
Original Source: Online Marketing Blog post by Thomas McMahon.
Tagged: website analytics, web site analytics, google analytics, website visits, internet presence, websites, web sites, the big picture, marketing agencies south georgia, website content, website traffic
Comments
Google Analytics is one of the most powerful tools available for websites. Finding ways to utilize this tool should be at the top of any priority list.
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