If you have a website, you probably have Google Analytics. If not, you should have it.
Why is that?
Google Analytics is a free tool provided by Google and it lets you track critical data and site visitors on your website. This way, you can see what people are looking up to and what their interests are.
With all this data available, you can make changes and tweaks to your website, in order for you to deliver the information most people are expecting from your website. Makes sense?
Most of the data Google Analytics collects from your website are:
- How many visitors you have per page
- How they interact with those pages
- Your bounce rate, i.e. how engaged your visitors are
- How they interact with elements on your pages
- How long they stay on your website
- … and much more data
When it comes to SEO, time is money.
You know it takes a while to see results. So the last thing you want to do is focus on the wrong things. And the reason you want to use Google Analytics is to help you formulate a hypothesis about the type of content that’s working and the type of content that doesn’t work.
It’s always good to know what type of content is building more links, more social shares and getting higher rankings. This way, you can better optimize the right content and make adjustments to the content that’s not working (or even stop focusing on these).
You can have a greater understanding of the type of content, pages and keywords that are driving revenue, versus the keywords that are driving traffic but not generating one sale.
So let’s set up Google Analytics the right way.How To Set Up Google Analytics the Right Way Click To Tweet
4 Google Analytics Tips That Will Improve Your Website
Here’s a classic quote by Antoine de Saint-Exupéry:
“A goal without a plan is just a wish.”
Making goals in life is essential because it gives us a vision and the motivation to stick to the journey. The goal may be far ahead, but if we can see it clearly, things get easier with little effort.
Setting Your Goals
So the first step in Google Analytics is going over goals.
A goal can be anything: someone purchasing from your website, someone becoming a lead, someone clicking on a specific button… You get the picture.
Basically, what you want to do is measure anything that helps you generate revenue. In essence, that’s what a goal will be.
Log in to your Google Analytics and on the bottom left corner click on “Admin”.
Then, on the right side, click on Goals.
You’ll see a screen that looks like this. Go ahead and click on the “New Goal” button.
And then pick the template that most resembles you. Registering online could be a lead, or you can end up picking someone creating an account or someone downloading your free ebook.
There’s so many different options here and they provide the templates. Select the one that’s most relevant to the goal on your website. Then give that goal a name.
Once you do that, you would select the type of goal you’re after. That could be a visit to a “thank you” page or staying on the page long enough or exiting that page. The easiest one is usually a destination, like driving the visitor to a “thank you” page.
Then on the next step, where it says “Equals To”, you put the URL of your “thank you” page.
So every time someone hits that, Google Analytics knows that you have a conversion.
Once you create your goals, you’ll also want to make sure that you turn them on.
Next, you’re going to track your internal search queries.
Remember how a lot of people use Google to do searches. Well, the chances are you have a search bar on your website. And you want to track what people are searching for because it will give you ideas of content to create and what you need to optimize in order to generate more sales as well.
So, going back to “Admin”, this time you’re going to click on “Settings”.
After that, when you scroll all the way down, to turn on “Site Search Tracking”.
And by turning it on, and you’ll see another screen. Just make sure you turn them all on.
By doing this, anytime someone searches on your website, Google will track it. This way, if everybody is searching for something that you don’t offer, you’ll be the first to know (and you should probably offer it). This strategy will give you insights into what people are searching for on your website, helping you with ideas for creating new content.
For example, if you are a lead generation provider, and people are searching for some educational based content, and you don’t have it, you should create it, and then try to collect leads from that page.
So, for example, when someone goes to your website and in the search bar they type in “google analytics” you’ll see that the URL they’re directed to looks something like this:
In this case, the internal query parameter search is designated by the letter “s“. Look at the characters “?s=” in the URL. You’ll want to place that “s” into the query parameter field of the site search tracking. Do not enter any additional character, just “s“, not “s=“.
In the category parameter, in case you choose to have it on, enter the letters that designate the internal search categories, such as “cat“, “qc” or “sc”. For more detailed information, check out Google’s help article.
Create Your Own Dashboard
You can also create your own dashboard.
By doing this, you can see the metrics that are the most important to you.
So, in Google Analytics, under Customization, click on “Dashboards” and then “Create”.
Then you want to create your own dashboard by coming up with the name. You can select Blank Canvas and then you can select the metrics that are most useful to you.
Whether it’s goals or people bending your funnel or exiting, you can pick all the ones that are related to driving revenue.
And the key here is, ones that are related to driving revenue.
I wouldn’t create a dashboard with a ton of vanity metrics. These are those metrics that don’t move the needle, that don’t make you money.
That’s why you want to make your dashboard with the metrics that drive conversions.
You can also adjust the layout of your dashboard.
You can split the screen , where you have something on the left, on the middle and on the right. It depends on the metrics you have and your personal taste.
Last but not least, let’s about Alerts.
Remember, we are busy, you’re busy. You don’t have all the time in the world to log into Google Analytics every hour. You may not even log in every day.
Alerts notify you when something is happening that’s good or bad. You can create multiple alerts for:
- Traffic spikes or drops
- Traffic plateaus
- Drops or spikes on goal completions
- Revenue decreases
- High bounce rates
So by creating alerts, you can track all of these. You can track whatever you want when it comes to your alerts.
So within the sidebar of Google Analytics, click on “Create Custom Alerts”. Then click on “Manage Custom Alerts”, and then on “New Alert”.
And you’ll want to name your alert.
And then you want to select what the alert would be, and click Save.
By doing that, you’ll get notified every time something important happens, so that way you don’t have to constantly check Google Analytics.How To Set Up Google Analytics the Right Way Click To Tweet
Wrapping It Up
So if you already have a website, and if you don’t have Google Analytics, you should definitely have it. It’s free and easy to set up.
The 4 tips we’ve covered here are:
- Setting your goals
- Setting your search tracking
- Creating your dashboard
- Creating your alerts
Regardless of the content of your website, by monitoring the reports given to you in these 4 tips, you can increase your sales, your traffic and give your visitors what they want, improving the engagement and user experience. That way you can get a better understanding of what you need to do to improve your SEO.
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