The final installment of our blog series covers analytics, what they can offer in terms of measurement, and why it’s important to track your website’s traffic and SEO effectiveness. Google Analytics allows you to slice the data you’re reviewing in essentially way you like, so you can search for measures that are as broad or as granular as needed.
Google Analytics Custom Segments can be created from any facet of data, including time on site, visits to specific pages, visitors who completed a goal, visitors from a specific location and more.
Using segments helps you learn more about the users on your site and how they engage with it. This is especially helpful in determining keywords for your site.
Google Analytics can also help gauge the amount of mobile traffic and mobile engagement your site is seeing: mobile traffic is consistently growing in importance.
Mobile areas that are generally helpful to monitor are conversions, bounce rate and bounce rate compared to desktop. Mobile metrics are important as more and more users are searching from their mobile devices, and analytics can help to pinpoint areas of disconnect or a poor user experience.
A website’s bounce rate is the percentage of people who visit the website and then leave after viewing only one page.
Bounce rate metrics overall can also be a very effective tool for ensuring your website is functioning well. While some high bounce rates may not necessarily translate into a poor user experience, it may be indicative that visitors haven’t found what they were looking for on the site.
Monitoring these measurements, as well as the numerous others offered through Google Analytics, will help to ensure your SEO dollars are performing as you would like them to. Diligently monitoring analytics is the best way to decide whether changes are needed for your website, and locate exactly where to make those changes.