Businesses can enhance their online presence and Search Engine Optimization (SEO) by evaluating the current performance of their keywords and website. We recommend that all businesses install Google Analytics to measure what their website does really well and where it might need to be improved.
With analytics, you gain insights into how visitors find your website and what they are doing once they reach your site. Below we’ll discuss three main website metrics that every business should be tracking:
- Keyword Rankings – Use Google Analytics to check organic keyword traffic and which pages searchers land on from a Google query. For example, an outdoor sporting goods store may find that searchers looking for “cold weather camping” on Google clicked on their company blog post about that topic. This kind of information shows which pages of a website are ranking and attracting search visitors. Look at average visit duration and bounce rate on popular landing pages to determine if you are converting visitors into customers. Adding calls-to-action, a phone number, offers, or e-commerce links to these popular pages may improve sales.
- Visitor Count and Source – Taking a look at overall traffic sources and visitor counts can tell you where to focus your online efforts. If your top traffic source is your Facebook page, then consider increasing your efforts there or even doing paid advertising on Facebook. You may find that a blog or directory links to your website and a portion of traffic is coming from there. In this case, do some outreach to thank that website owner. Maybe there’s an opportunity for your business to do a guest blog post on that site to increase exposure. If you do not see much traffic coming from keyword searches in Google, then it may be time to contact an Internet marketing expert to reevaluate your SEO strategy.
- Conversion Rate – To determine your overall conversion rate, look at how many visitors make purchases or get in touch with you online. Then divide that number by your total unique visitor count. Use this metric as a baseline number to measure against in the future. You can also measure the conversion rates for any pages with contact or information request forms. Look at how many visitors the page gets versus how many visitors complete the form. Average conversion rates vary by industry from 2 percent for non-profits, to 10 percent for the financial services industry.
If you want to dig deeper into Google Analytics and improve your SEO strategy, then contact Anchor Wave in Tucson. We can help your small business to build a stronger website and increase sales. Give us a call at (520) 622-3731 or visit us online.
