In the last year, we have worked with clients in other areas of their business and then have been asked to help explain what the SEO or Google Analytic reports really mean that they get from their Web or SEO Company. Before we talk about what certain metrics mean to you and your website, it is important to know and understand the terminology. SEO done correctly has a high return on investment, but if you are getting traffic that is not from prospects, it is really irrelevant.
INCREASE YOUR TRAFFIC
Most business owners who want to increase the traffic to their website usually pay someone for those services. The key is to understand what you "really" want you are asking them to do. When you say increase your traffic, you really mean you want more visitors to come to your site, who stay for a while, read your content, and eventually become a lead or sale for your business.
Many service providers my clients have used seem to hear instead is:
What many business owners do not realize is that their traffic has increased from web crawlers, irrelevant keywords, or links/redirects from irrelevant sites. This is why it is very important to understand what is needed to increase your traffic by your definition.
SEO is not the science it used to be. It is actually pretty simple and is much more of a marketing related function than an IT function which it was in the past. Though most business owners will still need help, it is important to make sure and hire firms that can really help you, not the ones that fill your email with SPAM. Google themselves provide online tips for SEO and for what they are using to rank. As seen in our previous article, mobility is being used as a ranking factor. Google also provides information of tricks that the SEO providers did in the past to trick Google which could now end up blacklisting you with Google. These are published each time they perform an algorithm change.
GOOGLE ANALYTICS AND SEO REPORTS
There is certain terminology that is important to understand before looking at reports.
Bounce Rate: - The rate at which someone comes to your site and leaves after a few seconds. This is usually because the content is not relevant to what they are looking to find or the keyword term that they typed in is not relevant to their site.
You cannot just look at your overall bounce rate as that is not accurate. You want to look at your "target" geography. Our base bounce rate is high for the following reasons if you just look at the top level overview.
Organic Search: - This is the traffic that ended up on your website by searching on Google or other search engines by typing in keywords or keyword phrases.
Within Google Analytics, if you look under organic search and the keywords that are listed have a high bounce rate and your website is optimized for those terms, this means one of the following:
Site Content: - This section under Google lists the pages on your website that have been read during the period the report is provided for.
If you notice that there are pages that do not show or you have a high bounce rate for certain pages, this is an area that will need to be addressed.
Pages and Session Duration: - These two metrics provide you with the insight into the usefulness of your overall website. Pages are the average number of pages that your visitors have viewed while they were on the site, and the Session Duration tells you on average how long they stayed on your site.
CONTENT AND OPTIMIZATION
Content has truly become the most important thing on your site and needs to be fresh and up to date. The days are gone of a "static" website. Content can be web content, articles, blog, pictures, video, graphics such as infographics, downloads, and much more. No matter what the content, make sure it is optimized correctly for your website in order to give you the best possible rankings with Google. You want to make sure that whatever content you have that you are using tags and keywords that are appropriate for potential leads and customers.
Most businesses think they know what their clients are searching for, but many times if you run the keywords they are using, they are not being found. You need to make sure that your keywords are relevant to the visitors you want to attract.
This is not an exhaustive list of ways to uncover if your website is really performing, but it hopefully provides you some insight of where to start. If this is not something you understand or want to understand, you need to make sure of the following:
RK Fischer & Associates