USING GOOGLE ANALYTICS TO RESEARCH YOUR STRATEGY

SEO professionals talk about analytics as a tool for strategy development, but what exactly do they mean?  Google analytics offers an incredible amount of raw data about your website traffic, allowing you to drill down to the marketing efforts that show true success.  The great thing about online advertising and marketing is that every aspect is measurable and trackable.  

What Google Analytics Shows

The trick to tracking marketing efforts lies in understanding what each piece of data is telling you.  Analytics allow you to see:

  • Source of traffic
  • Time on page from each source
  • Bounce rates
  • Commonly searched terms
  • Referral sources
  • and much more!

This data provides all the information you need to outline a strategy for future marketing efforts.  Areas that produce low return on investment should be reduced, with your focus switched to those areas that show consistent growth.  Using analytics to update your strategy on a monthly basis, helps you continue to adapt to changes in Internet user behavior.  Every area should be represented in your strategy, but only those that generate the most traffic should receive the bulk of your efforts.  Quality backlinks often generate the most traffic.  Google analytics helps you isolate which sites offer the best quality in backlinks, consistently generating high click-thru numbers.

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