There are a few search engines which offer analytics tools for websites to use, but Google’s version is by far the one most commonly used. With Google still being the number one search engine it makes sense that this is the one which most websites favour. Google Analytics can tell you a lot about how your website is performing. It may not always be what you want to hear, but identifying any problems as early as possible makes for a better SEO strategy in the long run. There are many ways in which Analytics can help you understand the areas of your site which are performing well and those which are weaker.
In terms of audience data, search engine optimisation tools such as this can tell you exactly who your audience is. Quite often a company will have a target audience in mind, yet surprisingly the actual audience we attract can be different to what we intended. In terms of audience comparison it can also be interesting to see how your online audience and market differs from the type of consumer you are attracting from other forms of marketing or advertising. It is important to know who your audience are even if they are not your initial target, as understanding their needs enables you to tailor your products or services directly to them.
Conversion rates and ROI are a big part for any marketing strategy. PPC campaigns make it easy to track return on investment and can provide a cost per thousand (CPT) to the initial outlay and marketing plan. In terms of the return you get for search engine optimisation, it can be a little trickier. Googly Analytics will measure traffic to your site and also monitor any sign-ups, downloads, transactions and enquiries. This then gives you a clear indication of how well your website is performing in terms of generating brand interest and closing sales.
In a tangible business offline, such as a shop or business establishment, it is easy to see trends change and see an influx in custom around specific events. Some of these factors are obvious, such as a florist seeing an increase in custom around Valentine’s Day, however sometimes increases can be monthly, seasonally or even influenced by other external events such as sporting events, news stories or celebrity trends. Google Analytics helps you to identify changes in custom which makes you better prepared.
When you see poor results such as decreases in sales or high bounce rates then all is not lost. Whilst it may be a shock or a disappointment to discover your site is not working as well as you had hoped, it is never too late to rectify. The great thing about analytics results is that you can easily see where the weak areas are, making it easier to resolve. Using professional search engine optimization services to improve on weak areas is the best solution and you can then continue to use the analytics tool to track future success.
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Posted by Jon.
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