Today’s consumer is leveraging the power of the internet to reach out and connect to businesses they’re interested in. Whether it’s a first introduction or the point of conversion, it’s crucial for businesses to be accessible to their audiences online. There are different digital marketing strategies that your business might employ but for building visibility and increasing traffic, search engine optimization is the way to go.
If there’s a problem with search engine optimization (SEO), it’s that it has so many moving parts all working together to produce results for your business. Knowing how these various elements are performing is essential for creating a strategy that gets you noticed online.
For an agency that lives and breathes SEO, this isn’t such a big deal. For the average business that already has their plate full with handling their daily operations, taking the time to really learn how to measure and track SEO success usually doesn’t make it to the top of the priority list.
Fortunately, measuring the success of your SEO campaign doesn’t need to be overly complicated or time consuming. You can get most of the basic insights you need from Google Analytics. Let’s talk for a minute about Google Analytics and how you can use these insights to supercharge your search engine results.
The Basics of Google Analytics
If you have a website, Google Analytics is an essential tool to have in your pocket. Google Analytics is completely free and all you need to get started is a Google account. In the world of digital marketing and SEO, it really doesn’t get any easier than this.
There are plenty of SEO analytical tools on the market, with some of them providing incredible insights into how to get the most out of your SEO. But we all know that when it comes to search engine optimization, Google pretty much dominates the market. Considering this, why would you turn to another source for key analytics and insights?
Google Analytics is a platform that provides you with a quick snapshot of all the metrics that are crucial for your website performance. For instance, Google Analytics can measure traffic to your website and then break down that traffic by the number of unique visitors or geographical distribution.
Google Analytics is a great tool you can use even if you don’t have a ton of spare time. Here’s how you can easily use Google Analytics to track and measure the success of your SEO campaign.
Where to Begin
When you take those first steps into measuring the success of your SEO, it can feel a bit like putting a 1,000-piece puzzle together with no picture of the finished project to guide you. You know everything is supposed to fit together perfectly but you have absolutely no idea where to start. Honestly, it can be overwhelming.
When starting out with Google Analytics, you’re looking for 3 main insights – whether your current SEO strategy is taking you the right direction, quantity and quality of new traffic, and if the new traffic you’re getting is producing the conversions your business needs.
A good starting point is to use Google Analytics to provide an unbiased assessment of your keyword strategy. Keywords, while not the only thing that matters for SEO, are still crucially important. If your keyword strategy is off, you’re not going to see the results you want and need. Google Analytics can provide you with insights on how your current keyword strategy is performing and help you discover how you can improve upon results.
Getting more traffic moving to your website is the primary focus of SEO. Google Analytics can be used to help you identify not only when you’re seeing a boost in traffic but also if your traffic is coming from sources that are likely to convert. For instance, a local small business needs to see traffic from a specific geographical location. If traffic is coming in from miles away, the chances of these visitors converting are slim at best.
Google Analytics and the User Experience
From an SEO perspective, it isn’t just the traffic that matters, but also what happens when a visitor lands on your website. Google wants to provide their search engine users with an enjoyable experience. Because of this, search engine algorithms consider the quality of user experience that a website provides when calculating its ranking. Google Analytics can help you measure the user experience features that really matter.
For instance, business will want to provide a positive experience for mobile consumers if they want a favorable ranking on Google. You can leverage Google Analytics to determine how long mobile visitors are staying on your website and what your bounce rate is. You can also assess your website speed, which is crucial to all your site visitors, regardless of the device they’re using to connect with you.
Google Analytics also provides you with the tools you need to measure success across multiple SEO campaigns. If you’ve changed up your approach to SEO and want to see whether it has been effective, you can look at differences in traffic sources, average duration of visits and exit pages to fine tune your strategy for success.
We’ve touched on the importance of keywords and user experience for search engine results. There’s another giant in the room that needs your attention, and that’s your content. Content is the vehicle that will move website visitors along the path to conversion. If your content isn’t performing, you can expect prospects and leads to become stalled along their journey. Google Analytics can help you identify which pages and content have the highest bounce rate and which are generating the most engagement.
Learn More About SEO and Google Analytics Today
Are you ready to see real results from your SEO campaign? The answer to this question is easy – the challenge is in making it happen. We’re the SEO agency that will help grow your business through effective SEO management. We can help you learn more about the benefits of SEO and Google Analytics while we develop a campaign built specifically for your business. Contact Digital MX today to get started.