Advanced Google Analytics
You want to establish what keywords are driving traffic to your site.
Step 1 – Not Provided Keywords
Click on Admin
Click on create View
Go to Filters
Do not apply this filter to all of your websites traffic!
Add a filter
Put in search term not provided
For Request URL, copy your URL verbatim
And then Campaign Term
Now you will be good to go. You will see data on those nor provided terms from about a week onwards. Also go and connect your Google Search Console Account with your Google Analytics account, and will then show you all the keywords that people are finding you from.
Step 2 – Direct Traffic
You want to find out how your direct traffic is learning and finding out about you.
GO and look at you Direct Traffic statistics. This may be about 20% – 40% maximum. This is mosty Google traffic.
Go to Audience
Click Add segment
Click on New segment
Click on Traffic sources
Add a Condition that is pretty much not your home page, as the rest is pretty much direct traffic.
Now call it say.. Direct Traffic
Now click save and you will begin to find out how much of your traffic is really direct or search.
You use Google Analytics because you want to see the Return on Investment (ROI) and Google Analytics is the main way to measure this ROI. Advanced Google Analytics is there to tell you what is driving revenue or conversion or sales. You always want to rank with a purpose. Your SEO goal should be to drive revenue, leads and sales and that is the reason why you want to use Google Analytics. You also want to use this data from advanced Google Analytics to make informed decisions. You want the data to guide you what you should be focusing on and doing.
It is important to make not of all the changes that you make within your Marketing, so that you can see when you make these changes, is it causing more conversions? Is it causing more traffic? Is it causing more sales? You want data to guide you.
Step 3 – Annotations
Within Google Analytics, click that small drop down arrow and start adding annotations.
See the little blue section on the right hand side that says Create New Annotation.
Now anytime you make a change or add something, create a new annotation and you can quickly see that on a certain day you made this change. Did my traffic or sales go up or down or sty flat? This is really useful because it will help guide you and tell you if your did something good or bad, so in the future you know what to repeat and not what to repeat.
Step 4 – Compare Year over Year Traffic
You also want to compare your traffic year over year because it will tell you if things are going better or worse over time, Annotations will help you identify what worked in the past.
Step 5 – Blog Content
You also want to look at your blog content. Is it appealing? Which ones are? Which ones are performing better? Because that is the stuff you should be writing more about.
In your Navigation, go to Behaviour
Go to Site Content
And the go to All pages.
When you see spikes, you will see which pages are doing the best over time. Those are more of the pages you want to create, especially if they are driving sales, leads and conversions.
You can do the same thing by going to Behaviour and then go to Landing pages to see what landing pages are also performing the best over time. Now you will know the types of landing pages that you should create and the ones that you are just wasting your time on.
Step 6 – Social Media Traffic
Also check your Social Media traffic.
Click on All Traffic
Then click on Source Medium and look for your social traffic and identify what social channels are driving you consistent traffic.
Also look at the goal completion to see which social channels are driving you more revenue. Is Facebook making you more money or is it You Tube or Twitter of Linked In or Instagram? This report will tell you.
You can also break it down and see you social sites by referrals
You can also click on Acquisitions
Then click on All Traffic Referrals
And you will see all the socials and other sites that link to you. You will be able to see what traffic and what revenue it generated for you, because you set up Goal Tracking.
Step 7 – Pay Per Click Traffic
Also check out Campaigns if you are doing Pay Per Click traffic or any advertising.
You will quickly see if it is working or not. Note that conversions will not always match up with your sales. (That is, if you happen to be an e-commerce site selling products) nut it’s pretty close to being accurate.
This will all help you figure out what is working and what is not. You simply want to do more of what is working and less of what is not.
Don’t just delete what is not working, but rather go into Google Search Console.
Click on Search results on the left hand side.
Look at those pages that aren’t working.
Are they getting impressions but a low click rate? If they are, then maybe I need to adjust my meta tags and title of the page and the meta description to try and get more clicks. That may help that page to get more traffic and start working again.
You also now want to track improvements from over 30 days and more, or if you are not.
Basically, with you content you want to improve, you want to
– Rewrite a post to be more detailed and more engaging
– Include images and videos and surveys (Use Survey Monkey)
– Update the title
– Update the meta description
– Outwork your competitors content
– Aim for similar keyword densities of your competitors content
Once you have made your changes, go back to Google Search Console and run a URL inspection.
Then within 30 days or less, you will see whether your results have improved or stayed flat, or whether the changes have hurt you. This all gives you information on what to focus on that works so that you know what to do going forward into the future.
To summarize, run reports to find out what is working. Upgrade your posts with impressions and low Click Through Rates (CTR) and rewrite your titles to improve your CTR.
Also look at using a tool called Quicklow that will help you to rewrite your titles.
Find out how to develop your customers brand experience.
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