5. THIS MEANS THAT NEARLY, 600 MILLION
WEBSITES HAVE NO IDEA HOW USERS
ARE GETTING TO THEIR WEBSITE AND
WHAT KIND OF RESULTS THEIR DIGITAL
AD SPEND IS GETTING THEM.
http://en.wikipedia.org/wiki/Google_Analytics
9. UNDERSTANDING VISITOR ACTIVITY
A visit occurs each time a person views one or
more pages on your site.
If the same person comes back again, that counts
as another visit. The total number of visits combines
both new and returning visitors to your site.
VISITS
How Many Times Have Your Visitors Visited Your Site?
GOOGLE ANALYTICS
Review
GOOGLE ANALYTICS: REVIEW
10. Unique Visitors represents the number of people
that have visited your site.
If a person views your site and then comes back
later and views it again, that is 1 Unique Visitor
but 2 Visits.
UNIQUE VISITORS
How Many People Have Visited Your Site?
GOOGLE ANALYTICS
Review
GOOGLE ANALYTICS: REVIEW
11. The percentage of visitors new to your website.
Where the website is mainly a marketing tool, a
high source of new visits is important as they are
potential new customers.
Typically you would want a balance of
returning and new visitors to show both
outreach and engagement.
% NEW VISITORS
How Many New People Have Visited Your Site?
GOOGLE ANALYTICS
Review
GOOGLE ANALYTICS: REVIEW
12. The Pageviews metric is the total number of
pages viewed by a visitor during any given visit.
When shopping online, a visitor might view the
homepage, the product page, the checkout
page, and the thank you page.
That would be four Pageviews.
PAGEVIEWS
How Many Pages Have Your Visitors Viewed?
GOOGLE ANALYTICS
Review
GOOGLE ANALYTICS: REVIEW
13. Pageviews ÷ Visits = Pages/Visit
Pages/Visit displays the average number of
pages viewed per visit to your site . This
helps you see how involved your visitors are
in your site.
If this is a low number, your visitors may not
be finding your content useful and may only
look at a page or two and then leave.
PAGES/VISIT:
How Many Pages Do Your Visitors Look At On Average?
GOOGLE ANALYTICS
Review
GOOGLE ANALYTICS: REVIEW
14. This metric tells you how long your visitors stay
on your site on average.
If a visitor spent 2 minutes on page 1, 3 minutes
on page 2, 2 minutes on page 3, viewed page 4
and left, that would be a visit duration of 7
minutes (2 + 3 + 2).
The main limitation for this metric is that there is
no way to tell how long the visitor stays on the
last page before leaving your site. So, in this
example, the duration would not include the time
spent on page 4.
AVG. VISIT DURATION:
How Long Do Your Visitors Stay On Your Site?
GOOGLE ANALYTICS
Review
GOOGLE ANALYTICS: REVIEW
15. Bounce Rate is the percentage of visitors that
only viewed one page before leaving the site.
http://blog.kissmetrics.com/bounce-rate/
BOUNCE RATE:
Do Your Visitors Like Your Site?
GOOGLE ANALYTICS: REVIEWGOOGLE ANALYTICS: REVIEW
16. BOUNCE RATE:
Do Your Visitors Like Your Site?
The lower your Bounce Rate, the more likely users
are engaging with your site.
Depending on the type of site a typical Bounce Rate of:
50% OR LESS IS EXCELLENT
60-70% IS TYPICAL
70-80% IS POOR
80%+ IS VERY BAD
GOOGLE ANALYTICS
Review
GOOGLE ANALYTICS: REVIEW
17. BOUNCE RATE:
Do Your Visitors Like Your Site?
For some sites, Bounce Rate is not
always an accurate description of how
visitors consume content.
Blogs in general are designed for
consumption directly on the main page
rather than navigation to internal pages.
http://blog.kissmetrics.com/bounce-rate/
GOOGLE ANALYTICS
Review
GOOGLE ANALYTICS: REVIEW
19. SEARCH ENGINE OPTIMIZATION (SEO)
Your keywords should be used in all of the following
aspects of your website:
- URL
- Title Tag
- Meta Description
- Image ‘Alt’ Tags
- Page Content
22. “[WEB ANALYTICS] CHANGED THE GAME FOR MARKETERS
AND ADVERTISERS. BUT WITH RESPECT TO CONTENT
QUALITY, MANY PRACTITIONERS ARE FLIP-FLOPPING WITH
REGARD TO WHICH NUMBERS MATTER AND WHETHER WE
CAN MAKE USE OF THEM.”
- KRISTINA HALVORSON
CONTENT STRATEGY FOR THE WEB
24. Providing original, sharable, and share-worthy content
is the best thing you can do to optimize your site:
• For search engines
• To drive traffic to your site
• To foster visitor loyalty
• To generate leads
CONTENT STRATEGY
25. Content is the reason why you have a web
presence.
It’s why people find you online, and it’s part of the
value that you provide to your target audience.
CONTENT STRATEGY
27. SEARCH TERMS
SOCIAL MEDIA CHANNELS
PAGE VIEWS & TIME SPENT ON PAGE
VISITOR LOYALTY
SIDE-BY-SIDE VIEW: CONTENT UPDATES & WEB TRAFFIC
REFERRAL PAGES & INBOUND LINKS
28. Pay close attention to the keywords and search
terms that people use to come to your site.
SEARCH TERMS
29. What are they seeking?
What are they most interested in?
Are your search terms and your keywords in alignment?
SEARCH TERMS
30. Compare the keywords you are using to optimize
your site with the search terms used by your visitors
and identify:
- New keyword opportunities
- New content opportunities
- Whether some of your current keywords should be tossed or modified
SEARCH TERMS
31. In addition, use search terms to identify potential
content gaps.
What are your visitors looking for that you’re not
currently providing?
SEARCH TERMS
32. Social media supports multiple goals.
Two of the most important ones are:
- Engaging your audience
- Promoting your content
SOCIAL MEDIA CHANNELS
33. Measure, with the help of tracked links, which
social media channels are the most effective ones
in terms of generating traffic to your site and
fostering engagement.
SOCIAL MEDIA CHANNELS
34. To ensure you are providing the best quality content possible, monitor:
- Number of page views
- Average time spent on a specific page
PAGE VIEWS & TIME SPENT ON PAGE
35. A large number of page views can mean that a
particular piece of content is easily accessible and
that visitors expect to find what they’re looking for
on that page.
If the average time that a visitor actually spends on
the page doesn’t exceed more than a few seconds,
you can assume that the content does not meet
most visitors’ expectations.
PAGE VIEWS & TIME SPENT ON PAGE
36. Use your page view data to determine what
your audience wants and use the time spent on
pages to assess content quality.
PAGE VIEWS & TIME SPENT ON PAGE
37. It’s easier than you think to generate traffic to
a particular piece of content, just by
following some SEO best practices:
- Use a clever title
- Promote your content via various channels
But just because you may be able to create a
one-time rush to your page doesn’t mean that
you’re providing highly valuable content.
VISITOR LOYALTY
38. How many of your new visitors return to your site?
How many visitors check out additional pages on your site?
How may people subscribe to your RSS feeds?
How many people share your content?
VISITOR LOYALTY
39. Answering those questions is crucial if you’re truly
committed to delivering top notch content.
VISITOR LOYALTY
40. To get a more comprehensive understanding of
the correlation between your actions and your
results, try a side-by-side view of your content
updates and your web traffic.
SIDE-BY-SIDE VIEW: CONTENT UPDATES & WEB TRAFFIC
41. If you have an editorial calendar that provides you
with a timeline of all of your content-related
activities, use it to determine what topics,
keywords, and types of content delivery and
promotion rendered the best results.
SIDE-BY-SIDE VIEW: CONTENT UPDATES & WEB TRAFFIC
42. Knowing where your visitors come from can be
extremely helpful because it gives you an
indication of the types of interests your target
audience has, so that you can tailor your
content accordingly. It also lets you identify
potential niche markets.
REFERRAL PAGES & INBOUND LINKS
43. In addition, keep track of your inbound links to determine:
Is the number increasing?
What’s the overall quality of your inbound links?
Do the inbound links point to specific pieces of
content on your site?
REFERRAL PAGES & INBOUND LINKS
44. This will help you further optimize your content
for specific audiences.
REFERRAL PAGES & INBOUND LINKS
49. ...discover how other brands like yours are
are performing now and over time.
http://www.google.com/think/tools/brand-impressions.html
GOOGLE TOOLS: BRAND IMPRESSIONS
50. ...find out what the top searches are.
GOOGLE TOOLS: TRENDS
http://www.google.com/trends/
51. ...increase your search rankings.
GOOGLE TOOLS: PLUS
https://plus.google.com
Google is now using Google+ to determine
organic Search Results.
You NEED a Google+ Page for your
business. Even if you don’t have engagement
there, make sure to post updates and have
updated / correct information on your page.
