Episode 9: Analytics
Top Google Analytics Sections
Path: Acquisition > All Traffic > Referrals
Referrals show where traffic is coming from, not including search engines. This is helpful to find new links you’ve earned. Then you can find that link to learn more about it. If you’re smart maybe you can email the site and ask for the link to be adjusted a bit for better SEO juice.
Path: Acquisition > Search Engine Optimization > Queries
Note: You must have Google Webmasters installed
Queries lets you see what keywords you’re ranking for in Google, and how many people are clicking on your page. This will help you make better strategic decisions as to what keywords to start targeting and what keywords you should focus more on.
Path: Behavior > Site Content >Landing Pages
Landing pages shows you how awesome the content you are creating is by telling you how many people are entering your site through a particular landing page. This will let you make strategic adjustments on those pages, as well as help you plan for better content marketing in the future.
Path: Conversions > Goals > (everything)
Goals tracks what pages users entered into your site through, where they came from, and most importantly if they converted into a lead or sale.
Note: Goals must be set up in the admin area of Google analytics. (Admin > View > Goals) A simple example of a goal would be to make a thank you page a goal. Thank you pages commonly follow sign up pages, contact pages, and ecommerce pages. So if someone visited that page, you just hit a goal!
Path: Behavior > Landing Pages > Secondary Dimension > Device Category
Landing Pages Device Category shows you what landing pages people are entering your site through and what devices they are using. This is great for finding out which pages on your site are being found on mobile phones. If you see a landing page with a lot mobile device hits, you may need to make some strategic adjustments.
- A high bounce rate on landing pages can hurt your rankings. Keep it under 55%.
- Low length of time on site can hurt your rankings.
- Low engagement can hurt your rankings. Get people clicking and traveling to other pages.
There are lot’s of analytic tools out there, but because this is a beginner’s guide, we’ll just focus on the most popular and free one. It also happens be owned and run by the most popular search engine in the world, Google. And that analytics tool is so cleverly named, Google Analytics. Now, I could go on for hours about all the cool insights you can find and explore in Google Analytics, but like I said this is just a beginner’s SEO guide. So instead, I will focus on just some of the key insights you can analyze to help improve your SEO efforts.
The most important thing about analytics is that you are measuring your results. After all, “If you can’t measure it, you can’t improve it.” ~ Peter Drucker.
Assuming you have Google Analytics installed, there are 5 key areas I want you to focus on that will directly affect SEO. Yes, there are lots more but for now let’s just focus on five of my favorites:
Look, I know I left a ton of things of out, but this is a beginners guide. These are just a few of the important things that you should look at when using Google Analytics. The important thing is that you’re using it, and the more you use it, the more you will learn.