Millions of businesses trust Google Analytics to monitor and manage their website’s search engine optimisation and marketing. In this article we’ll get to grips with the key features of Google Analytics and how it can benefit small to medium sized businesses.
Why use Google Analytics?
Customer insights and data are the most valuable tools a business owner can have. In order to be successful, companies should implement a web analytics service that provides them with rich-data and statistics that they can use to inform their marketing approach.
As a result of this, millions of business owners have put their faith in Google Analytics, a free tool available to anyone with a Google account.
What is Google Analytics?
Google Analytics is THE tool to provide comprehensive website data regarding search engine optimisation and marketing. The service has helped millions of businesses to optimise their website for search engines, increase traffic, improve user experience and boost conversions.
How to set up Google Analytics
Setting up Google Analytics is a simple process, you don’t need to be any kind of tech pro to install it on your website. All you need to do is insert a tracking code snippet within the pages you want to collect data from (most people place this in the header to track all pages).
The snippet relies on cookies to gather visitor information. However, this means that you cannot gather data for users who have disabled cookies on their browser.
It may take 24 hours for your data to appear in analytics, such as referral traffic, browsing information and user characteristics, but you can check your tracking code setup at any point here.
You can find complete instructions on how to set up Google Analytics from the Google help pages. Once the data has been pulled from your page you can begin learning about your customers.
Do I need Google Analytics?
Graphs, dashboards and statistics galore; if you haven’t used an analytics tool previously, the level of data that is suddenly available to you can be slightly overwhelming.
However, it’s easy to use once you have navigated your way around the system and personalised it for your business goals. You can even create a dashboard of the most important elements you want to look at, so you can easily access your most important data.
Google Analytics is free, simple and effective at measuring and tracking data, so it’s perfect for small to medium sized businesses who are looking to give their website an edge and create the best possible customer experience.
Benefits of using Google Analytics
Here are some of the most useful things that you can use Google Analytics for:
Learn how many people are visiting your site
One of the first things you’ll probably want to check out is how much traffic (number of visits to your site) you are getting and where it’s coming from.
To find this, go to Acquisition on your menu and then Overview, from there you will find a breakdown of options including channels, which allows you to see where the traffic is coming from.
When looking at traffic in Google Analytics – unless you’ve changed the set up – all figures will refer to organic search traffic (non-paid visits coming from search engines). This also includes visitors who have clicked through to your site after finding your page in search engine results pages (SERPS).
Locate your visitors
Have you ever wondered where the majority of your customers are? When you’re creating advertising campaigns, it can be really useful to find specific areas where your customers are located.
Simply click on the Visitors section of your menu to see the Location demographics of where your users are.
This provides you with worldwide data of the regions, countries and cities your visitors are from and includes stats such as bounce rate (how long someone stays on one page) and average time spent on website. This helps to make your advertising more effective by providing you with specific locations to target.
Find which keywords are driving traffic to your site
This is one of the best features of Google Analytics, as it allows you to drill down into what your customers are looking for and provides you with keywords that you can use to optimise pages on your website for SEO.
To find specific keywords that users have been using to locate your site, go into the Search Engine Optimisation and select Queries. This will provide you with a breakdown of which keywords are driving traffic to your site. It also provides some great data using the following terms:
- Query: The keyword which is searched for.
- Impressions: The number of times one of your site’s pages that ranked for that keyword, has been shown in the search results.
- Clicks: The number of times a page on your site has been clicked after appearing in a search engine results page for a particular keyword.
- Average position: What the average position of one of your site’s pages ranking for that keyword is.
- CTR: What percentage of the time does one of your site’s pages get clicked on, when showing for that keyword.
Find the top performing pages on your site
Locate your best performing pages by clicking on Search Engine Optimisation and selecting Landing Pages. This will display all the landing pages on your site, which you can filter by clicks, impressions and average positions.
- Clicks demonstrates which pages are your best performers. Make sure that these pages are up-to-date and relevant.
- Impressions shows pages which could capture a larger share of traffic with a little SEO work. For example, adding more keywords into the metadata and on-page content.
- Average position allows you to save a few low performing pages. Find pages which are in position 4 or 5 and with some additional SEO effort, you should be able to push these into the 1-3 spot, where they could generate much more traffic.
Google Analytics: Verdict
As you can see, Google Analytics is the ideal tool for businesses who are looking to increase their traffic and create a better website for their customers. Its free, easy to setup and simple to use, therefore it’s a no-brainer for any business that wants to succeed.
All you need to get started with Google Analytics is a website to track – and Moodia can help! Just enter your details into the form at the top of this page and we’ll be in touch to discuss your website design needs in more detail.