Who gives a rip about what you are saying online?
If you have a website, and aren’t looking at your analytics you are leaving money on the table. Period.
If you don’t know what keywords your visitors are finding your website with, and what information they migrate to once on your site you are flying blind. If you have a blog, and you aren’t looking at the analytics you are flat out missing on juicy topics that your prospects want more of.
So first off, go get yourself a free Google Analytics account. You can’t go wrong here and it takes about 5 minutes to get up and running. For those technically challenged, your web guy or gal can help you out.
Here are few metrics you should be looking at:
1) Absolute Unique Visits – This is the most basic metric that will tell you the number of “unique visitors” visiting your website on a daily, weekly, monthly basis. This is important to understand when you start feeding these numbers in your online marketing strategy to determine how many leads you need to meet your goals.
2) Content | Top Content – The next metric I usually look at is content and the pages that my prospects are visiting most frequently. I find that many small business owners are surprised as to which pages actually get the most traffic. Use this as an indicator to get your most relevant content in front of your prospects directly from your main page.
3) Avg. Time On Page – It is always useful to know what pages your prospects are hanging out on the most. This metric will tell you those pages that prospects actually hang out and read. Typically a good gauge that you are hitting the mark with relevant content. If you mine the top 5 pages, this would be a good start for promoting in Social Media, Article Directories, and even your own blog posts.
4) Traffic Sources – My favorite is to look at where the traffic is coming from. From this screen you will be able to see what % of traffic comes from organic search vs. direct traffic. And you can also see traffic that is referred from partners, association websites etc. Before you allocate dollars to online advertising it is critical to understand the current state of where your traffic comes from. As you implement your marketing strategy, keep an eye on how the mix of your traffic sources change with each campaign.
5) Traffic Sources | Keywords – Without understanding the keywords prospects are using to actually find, you are not positioning your website tactically for lead conversion online. Many times you will find users searching for long tail keywords in combination that you may have never thought of. An example of this might be marketing consultant Seattle vs. marketing Seattle. Most times this occurs by accident. A great strategy is to use these keywords for further positioning. Write a blog post, article, or even a press release and integrate these keywords in the title and in the body and you will drive more traffic to relevant pages for your readers.
Hopefully you found this useful. Stay tuned for a how to video on leveraging Google Analytics on your website.
Go Target, Attack, and Profit!