It’s a well own fact that in order to measure and track the success of your website or any online business; an effective success tracking tool should be present and installed on your website. Because only then we would be able to take the necessary steps and comes up with an effective strategy in the optimization process. However, most of the businesses out there are neglecting the powers of this amazing tool. A recent study confirmed this fact when it has found that only about one third of the websites are using Analytics. If you have been living under the rock for a while and don’t have any idea about what we are talking about then let me awaken you. Google analytics is free and a very powerful success tracking tool from Google and can be effectively used to devise the promotional, optimization and marketing plans for your business or website. If you are still scratching your head on the fact that analytics is a just a tacking tool and it will just tell me the current status of the website i.e. how it’s faring? How the hell will it play any role in the marketing or optimization processes? To effectively answer these questions; let’s have a look at some of the ways in which you can use this indispensible tool.
SEO without Analytics. Think again?
It’s a not a hidden fact that search engine have acquired a place of great respect in these times of internet. It’s on the top of every business agenda to please these search engines, in order to draw more and more benefits. In fact this has given birth to a million dollar SEO industry. An effective SEO company would look into the things that search engine would like in your website and the things that are preventing the search engines to rank your website; rather than shooting any arrows in the dark. Specifically for this purpose, Google analytics is used. To make an accurate strategy it’s very important to examine and analyze the visitor’s behavior on your website. For instance; how they interact with the various content pages on your website, time they are spending on your website, from where they are coming from i.e. referral sites, and the most importantly; whether the time and efforts you have spent on your link building and social media campaigns are really paying off or not. These are some of the things that are required to make a rock solid search engine optimization strategy.
Yeah keywords is the buzzword in SEO industry, right from the days when SEO analysts just used to concentrates all their efforts on meta tags such as keyword and title tags to this very day when finding the keywords; the so called high ROI keywords can play an important role in making or breaking any search engine optimization campaigns. So, how to select the most appropriate keywords? Are they static? That simply means that can it happen that the keywords that to be useful for me right now may prove to be useless tomorrow. Well these are the question that you have to deal before coming up with a flawless search engine promotion strategy. Here Google analytics come into the picture; Google analytics has an array of specialized tools specifically for this purpose. It can tell you which of the keywords are performing well and which of them have failed to bring any traffic to your website. In accordance; we can eliminate certain keywords and replace them other high ROI keywords, analyze their performance and repeat the same process. The process is a never ending because there are certain keywords that change dynamically and depends on the demand. For instance; in winters the demand for winter clothing suddenly rise and with it the usage of winter clothing related keywords. Therefore, it always a good strategy to change you dynamic keywords according demand while keeping the static keywords constant. All this is possible only through Google analytics.
Get to the root cause: In search engine optimization; getting the right keywords is one of the most important things, no doubt about that. But there other things also such as the quality of content of your website, type of incoming traffic, conversions etc that determines the success of an online enterprise. To analyze all this and much more there is Google analytics. Let’s say you are getting a lot of traffic but the sale at your web store is at all time low. So where do you think the problem should be. Google analytics can give you an exact answer to this. Just have a look at the traffic sources and see from where the traffic is coming from. These traffic sources are the root cause of the problem. The reason may be that the links you have left on one of these sources are failing to communicate the exact purpose of your website to the users. They may want to visit your site after reading the information about your site in one of these traffic sources but once they had visit your site they may have felt disappointed by not getting what it was promised in the source,. Therefore the problem can be effectively dealt by remove your link from there or just by adding the correct information there; because getting just getting the visitors should not be the only purpose of a website; conversions should be your ultimate objective.
Recognize your strong points: Google analytics not only helps in identifying the areas where we are wrong but it also helps us in recognizing our strong points and allow us to strengthen them even more, to draw more and more benefits in the form of traffic. Let’s say you are getting a lot of visitors from a particular traffic source that traffic source may be a highly relevant site, where you left your link or it may be a social media site where you have a well designed and well optimized page which is attracting a lot of users. The point is that just recognize the traffic sources which are proving to be very helpful for your website and work on making them even better. You just need to remember that, these sources are already giving you the results and strengthening them even more; is much better strategy than looking for new sources. The same approach can be used with the keywords, recognize the keywords that are giving you the results and see where your website is ranking for a particular set of keywords. And work on the keywords for which you are already ranking higher; to maintain the rankings and for the low performing keywords; use them in your link building and social media campaigns, to make them rank higher as well.
Set your goals: Setting goals is of course a difficult task but remembering the goals and analyzing the process when certain Goals are failed to met; is even more difficult. That’s where Google analytics comes into the picture. Analytics not only helps you to set goals but it also helps you to determine exactly where the fault lies, when some of the goals are not met. So that you can take necessary steps and rectify the underlying cause. Now that is something that was impossible before in the history of marketing industry. When setting goals for an organization one is really spoilt for choice; you can set goals according to time i.e. it involves the time spent on the site, then there are url destination goals; which concerns itself with the specific page of the website and if the visitor reaches this specific page the goal is triggered. The third one is page visit goals that involve the number of pages of a website that a user must have to visit for the goal to be triggered. These goals help us to look in more detail whether our search engine optimization campaigns and social media campaign are actually meeting their objectives.
Locate the faults : Now it’s possible to exactly locate the place where the fault lies in a website. This is particularly helpful in saving a lot of time and trouble later on because instead of redesigning and redeveloping the whole site or search engine optimization campaign; we can now concentrate on a specific area and focus all our efforts to this area; instead of wasting our time in useless activities. The technique used to accomplish this is called funnel visualization. In expert hands; this seemingly unknown technique can do wonders for your business. In funnel visualization; we define a pathway, a series of steps that the user must have to pass through, in order to perform certain desired action i.e. goals on a website. However if the user fail to achieve the goals and he leaves the website midway that that exact place can easily be determined by using funnel visualization. Once locating that place we can take certain actions to rectify the issue. For instance; we can optimize the content there, to make more interesting to the user and by inserting certain call to action statements; in order to encourage the user to take and next step.