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For many, a new year undoubtedly means a fresh start. If your goal this year is to make your business a success, you might be looking to start with your business’s website and it’s SEO. Your site’s SEO is determined by a number of factors, such as user experience, back links, social media presence, how regularly new content is added, and successfully improving the SEO of your website will in time increase the number of visitors to your website. One of the most popular free tools used to track a website’s performance is Google Analytics.

Setting up

In order to set up your website on Google Analytics, you will need a Google email address. You will be required to enter information such as the URL of your site, and you will be given a tracking ID to be copied and pasted into your web pages within the website code.

What does Google Analytics measure?

Generally, Google Analytics measures five main aspects of your website: real time, audience, acquisition, behaviour, and conversions. Real time measures who is currently on your website and their activity, while audience measures all the visitors to your website. Acquisition determines how your site gained visitors, whether this is by organic search or through paid advertising. Organic search refers to those who have found your site via unpaid search engine entries, while paid advertising includes Google AdWords campaigns which allow sites pay for their website to appear in Google search results.

Behaviour allows you to see in details how users are navigating your website and conversions allows you to determine what percentage of visitors are performing your desired goal, such as making a purchase.

Don’t miss

Google Analytics allows to see your bounce rate, which indicates the number of visitors who are exiting straight away, under the behaviour tab. This tab also indicates the average time people stay on each page, how many pages each visitors views and how many conversions are made. This information will highlight any issues to you, for example, if a high number of visitors are exiting from the same page, ask yourself why this is? Does this page have a misleading title and the page fails to deliver what they are looking for?  Equally, the page might have too much information on and could be overwhelming. You can also determine which pages are performing the best and why.

You are also able to determine your site’s speed from Google Analytics, again under the behaviour tab. If your site is slow to load, you could increase your bounce rate. You will be given some useful suggestions for improving site speed as ideally, you want a load time of less than two seconds.

Finally, you can also determine what device your website visitors are using. Since May 2015, more searches are made on mobiles than on desktops, and if your site also reflects this, it is essential your site is optimised for mobile use. This tool by Google is a useful way of determining if your site this mobile friendly.

At Jumping Spider Media, we specialise in search engine optimisation. To see how we can help, get in touch today on 020 3070 1959.