Using Google Analytics is a lot like playing the part of a spy. With just a few basic tools, you can delve into the unseen world of SEO analytics, discovering where the people who visit your site come from, how they interact with your site, and which pages they like the best. And the best part of this spy game is that it's legal—no need to assume a new identity and move to Thailand—and it's fun and can be crucial to the success of your marketing efforts.
Your Mission, Should You Choose to Accept It
Many attorneys don't think they need to know more than the very basics of Google Analytics. And maybe they don't. Maybe they are okay with getting decent results from their web marketing campaigns, netting one online lead every month. But not all people are okay with settling for "decent results."
If you strive to do better and accurately gauge the success of your web marketing efforts, it's crucial that you take the time and effort to improve your analytics game. By mastering these five powerful SEO analytics tools, you will be well on your way to truly understanding your audience and using this information to your advantage:
- Explore Your Top Landing Pages. This means going beyond looking at what pages get the most hits and patting yourself on the back. What you need to do after finding the top landing pages for your site is to investigate each of your top pages. To do so, go down your list of top landing pages, looking at which keywords are working for each page. This can give you a good understanding of how people are getting to your most popular pages.
- Delve Into Site Traffic. What you are looking for here is how many referrals you have for a certain time period. Where is your quality traffic coming from? For example, let's say that the bounce rate from Twitter users is extremely high, and the time on page is very low. This shows you that your Twitter account is not bringing you quality traffic and that you need to alter your strategy on the social media site.
- Investigate Successful Content. A new article is bringing in a lot of traffic, which is great news. Right? Maybe. To find out, you need to check the location of those viewing your page. If you discover that most of the views were from people out of your targeted area, this indicates that your focus is too broad. What you want is for your traffic to be coming from your targeted area—those cities and counties where the majority of your ideal clients come from. If the traffic isn't local, you have little chance of getting a new client with your article—no matter how popular it is.
- Probe In-Page Analytics. This highly useful tool allows you to get a closer look at how potential clients interact with your site. It allows you to go page by page and see where people click. Are they clicking embedded links? Buttons? Menus? In-page analytics can tell you all of this.
- Figuring Out Filtered Regular Expressions. There are a million ways to use regular expressions. One of the most useful ways is to filter out your brand or firm name. For example, if you filter out your brand name and find that not many people are finding your site by typing in the name of your law firm, you may not be doing enough offline marketing.
With the who, what, when, and why of your website traffic uncovered, nothing is stopping you from using this information to get more quality leads from your website and dramatically improving the success of your website.
Want more? Call our SEO analytics spy squad at 888.886.0939. We are ready and willing to divulge our secrets and help you achieve your marketing goals.