You know how shops run the numbers at the end of the day? It’s a daily activity to check the financials and how much money came through the door. Well, the web equivalent to that is SEO analytics.
SEO analytics tracks and reports the site’s performance.
You’d imagine every site owner would do this… you’d be wrong.
Here’s what to know about putting analytics into effect.
The Quick Wins of SEO Analytics
Most businesses are collecting data but aren’t using it. This leaves them at a major disadvantage. It’s equal to operating the business where the only KPI used is whether they’ve made money.
The SEO analytics is more than a collection of data.
- Identifies customers and demographics
- Sets a performance baseline used to track growth
- Uncovers (potential) profitable queries
- Helps the business understand customer interaction
… and let’s not forget the wonderful search engine placement boost that comes along with refining high-performing pages!
Let’s dig into those quick wins:
Demos
The data collected with Google Analytics provides your business with detailed visitor demographics. This information refines the message when writing website copy and marketing materials.
- Open Google Analytics
- Click Audience -> Overview
Use this opportunity to look at the demographics and interests. Rework targeted campaigns for these keywords in ad placement. This refined approach saves money (from wasted clicks) while improving your market segment reach.
Baseline
Many website owners use traffic as the main KPI. Yet, it’s the conversions that matter — whether someone is buying.
Do this:
- Set up conversion tracking with Google
- Record current traffic and conversions
- Check weekly to see performance and growth
The baseline you’ve just created gives insight when applying growth strategies you’ve learned or have in place. It will tell what’s working (and what’s not). Then, it’s reapplying the effective strategies to improve traffic and conversions.
Queries
The long-tail is those queries people use, when searching, to find specific information. It’s the difference between “bicycle” and “where to buy Huffy 10-speed mountain bike”.
Find these by doing this:
- Click on Acquisition in Google Analytics
- Drop down ‘All Traffic’ and open ‘Channels’
- Click on ‘Organic Search’
Here you will find the search queries people use to find your site. Dig around and you’ll find plenty of keywords and long-tail phrases you could use to form content.
Interaction
The SEO analytics will reveal how visitors use your website — what they do once they’re on the page.
This is found by:
- Clicking on ‘Behavior’
- Opening the ‘Behavior Flow’
It looks messy but each of these visual items provides extra details about the visitor interaction. You could use this information to remove low-quality pages. Or, refine and improve conversions on performing pages.
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SEO analytics is extremely powerful once you understand the platform and service. The “quick wins” are those you could perform today (after reading this post). But, what about a year from now? Or several?
The Long Game of SEO Analytics
The analytics will ultimately guide your online business efforts. It’s the same reaction you’d have at a shop if you noticed an item flying off the shelves. You’d double-down on what’s working while removing the low-performing activities.
There are quite a few long-term benefits of starting SEO analytics early:
- Discover quality upsells and cross-promotions
- Repurpose content into new, marketable assets
- Improve search rankings by tweaking on/off-page elements
These are benefits that’ll form 6 months to a year from now. They’re massive improvements you can do today. Improvements Google will recognize (and reward) as your search listings update and settle.
Most small businesses rarely undertake these long-term strategies.
They tend to place more effort in building new assets (in hopes of raising traffic) rather than refining what’s already performing. The smart ones will hand the work to SEO professionals — those dedicated to the process.
Think you’re up to the challenge? Try these:
Easy Money-Makers
Did you know? It’s 50% easier to sell to existing customers.
We know — “duh!” — but our next question is: Are you offering more? As in, do you provide upsells and cross-sells to the customer during shopping or checkout? If not, you’re missing a wonderful opportunity to increase the transaction.
The analytics gives us the user demographics. We use this information to find related products in our industry. Or, complementary products from related businesses. Then, they’re sourced and included on the site.
The addition of these items continues to evolve with the analytical data. In 6 months, you’ll offer something different based on visitor trends.
Repurposing
Old content is given a new life when it’s updated or repackaged. The easiest way to do so is by taking old blog content and reworking them into:
- Downloadables
- Slideshows
- Infographics
This saves time on development (since it’s already done). The new format lets you share the piece on new platforms. Exposure to this information — in the preferred medium of the platform — drives traffic to the site.
A large site could have thousands of these pieces.
Fresh Content
Evergreen content is meant to last.
It’s the type of relevant content today or 10 years from now. Though times change and some of its information may become dated. Don’t let this piece rot.
Use the analytics to find low-to-mid performing “money” pages. Update them with fresh information. Do this every few months.
Aim for this:
- A yearly revision of your major content pieces
- Updated SEO practices while you’re on the page
- Build new backlinks to this existing content
The piece continues to promote your brand and offers. It will keep its placement in search engines despite new competition. This means a continual flood of traffic that converts.
Quick Wins? Long Game? We’re Here to Help
We understand your frustration with SEO analytics. It’s a mess of information… but you’re magically supposed to know how to use it. We don’t blame those small business owners not using the stuff — it’s a lot of work!
We love that work.
SEO is our passion and we’d love to work with you. We’ve helped many businesses improve their online rankings throughout the years. Our work has boosted their bottom lines — perhaps it’s time for yours, as well?
Get in touch (800.861.9940).