New Google Analytics – Best On-Site SEO Tool | Tutorial Freak – Online Tutorials

New Google Analytics – Best On-Site SEO Tool

The new Google Analytics is a hit-or-miss introduction. People are still not comfortable switching to the New version of Google Analytics just because they are too comfortable using the old version. Today, I will tell you why the switch to newer version of Google Analytics is good for your site’s On-Site SEO strategy as this itself is becoming the Best On-Site SEO Tool.

I myself started disliking the new face of analytics when I first saw it, but later, I started to look into it deeply and the codes they have applied to it. Guess what I found? What lies beneath will definitely surprise you no bounds. Below, I will list out and explain the features of new analytics, which will definitely convince you to go ahead and start using it.

Maximizing the Utility of Visitor Flow:
This wonderful page lets you see the path of first two pages the visitors of your site follow. At the top, you can filter by segment to show new visits, returning visits, referral traffic, or even track specific keywords with a custom segment. Furthermore, every single one of those pages can be clicked on, and the data is expanded to focus on that particular landing page or secondary page. No longer do you need to set up goal-funnels and painstakingly trace the path of users. Its all here, and its all visual.

new-google-analytics-features

Now, the real power of this tab is not just in the data, but in the way it allows you to utilize it. Once you start seeing a pattern for traffic, and you identify what pages people are ending up on most, then you move right over to Webmaster Tools and perform an A/B split test to further optimize the page. My process is to apply a custom segment to track for specific, high-value keywords and track their path. Then I take a page on that path that I see is under-performing, (via further segments, did I forget to mention that segments stack?) and optimize it, and perform a split-test to test it. In terms of keeping your clients happy, it’s really hard to argue with the cold, hard results of the scientific method.

Integrated Mobile Interface:
Internet is clearly moving forward in the direction of mobile browsing. As more people purchase smartphones and are able to access the web from anywhere, knowing what pages the users want to see in a mobile-friendly format is becoming very essential.

Remember how we used to set up complicated custom segments to track mobile traffic on the old analytics? That is no more, Google has integrated mobile tracking directly into the new analytics, and the data is indispensable.

new-google-analytics-features

You will see two things that are extremely interesting. As a percentage of the total traffic to the site, 6.11% of all traffic is from a mobile platform, and if you click on the sub-category devices, you can see which specific devices visit your site.

6% of total site traffic is substantial enough to warrant an investigation as to where these visitors are going, and consider whether these pages should have a mobile page built for them. This information is easily accessible through either applying a secondary search dimension on a per-device basis, or as a total percentage of the total traffic through advanced segments. Again, having sophisticated custom segments to accurately track keywords can show you where the users that are finding your site through intended keywords are migrating.

Once again, aside from the obvious data mining capability, client management is hugely affected by this new integration. I wasn’t a computer science student, I was a classical marketing/sales major, so one of the biggest things that I strive for is customer satisfaction. The transparency that is allowed through this new tab can show your clients where the mobile users are going, and could even earn you a bigger budget as they may be convinced that the contact form on a particular page needs to be mobile-optimized.

In-Page Analytics:
Finally, the In-Page analytics is out of Beta, and honestly, its better than ever. Whilst the function of in-page is exactly the same; it allows you to view a page in a browser-like format and see where viewers are going as a percentage of traffic. Once again, advanced segments can be applied to see more specific data; but its the new in-page tab that gets me excited to be on analytics.

in-page-analytics

As you may realize by now, I like to utilize multiple tools in my data-gathering process to make the most qualified decisions I can. I call my process “stacking” and in-page adds a depth to my stack previously unattainable.

From Visitor Flow, I apply an advanced segment to track the third most important keyword. What I saw was that the drop off rate on a page in the middle of the landing page and the conversion page was high. So I went to the content section, found the page, and clicked the in-page tab located at the top of the graph data. All of a sudden it was apparent that people were looking for a contact form on that page, but unless they used the top navigation to get to it, there was no direct path from there to the contact form.

I was able to figure out that most users were clicking on a link that was misleading; it seemed like it would take you to the contact page, but in fact it was going to a case-study. A quick link change and anchor-text switch, and we are now converting .5% higher on that search term down that specific traffic funnel.

Taking Customer Satisfaction to the Next Level:
You may have noticed a pattern throughout this article; as a student of marketing, I place a high emphasis on customer interaction and satisfaction. However, some of my peers feel the opposite way, and it is understandable. The SEO process is very hard to explain, and it is very easy to oversimplify the work and justify abandoning your services.

I’ve had my fair share of clients that felt that they were entitled to every second of my time, and as we all know, we can’t bill for every minute spent sending an email or explaining something over the phone. However, the new analytics makes it incredibly easy to take your testing and methods and translate them into plain English.

Instead of trying to explain how you came to the conclusions about a certain re-design, you can simply show them the numbers of either in-page, or of a custom segment that you have designed. It makes the information visible enough that there are no questions about your method.

realtime-analytics

Pictured above is the biggest weapon added to your customer service arsenal; courtesy of the New and Improved Google Analytics. This is a page that is relatively useless for data mining or real SEO purposes, but it gives your clients something to look at. Sometimes, just creating the perception of control for a client is enough to give you the breathing room you need to bring about the results you are capable of. Give your clients a login to GA, get them to this page, and I promise you’ll receive 10-25% less calls than you are used to. Plus, it does look really cool!

Source

Author, Blogger, SEO Expert, Working Professional and a Student! I play so many roles in life and love what i do. I enjoy each moment of my life. Do follow us on Facebook

Sagar – who has written posts on Tutorial Freak – Online Tutorials.


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