5 Things Business Owners Should Look for in Google

Google Analytics

Google Analytics is an amazing tool full of amazing data which any SEO or business owner could look over for hours and hours. But knowing which pieces of data do what and how each work in concert towards your SEO Strategy is half the battle.

Here are some of the most important metrics you should be keeping an eye on in Google Analytics:


Audience / Traffic Data

Why it’s important:

This is your one-stop-shop for traffic data and the first piece of data that loads upon arrival within Google Analytics. From Organic to Paid this is where you can discover all the important bits of information that tell you how many users come to your site, who they are, what they do, and everything in between.

What it tells you:

Organic Traffic – If you are participating or plan on participating in any SEO Campaign, you will need to have your eyes on Organic Traffic. Organic Traffic tells you how many visitors are coming to your website from search engines.

The majority of this traffic will probably be from Google, but you will see traffic from other search engines such as Bing and Yahoo as well.

Mobile Traffic – There is a specific section for Mobile traffic data within “Audience” that tells you how much traffic to your site is mobile specific and even what kind of devices are visiting your site.

What it doesn’t tell you:

Traffic to the site is going to be your best indication of how well your site is doing out there in the web. We use traffic so much we even pull that data into our SEO Reporting which adds extra visibility into how well a site is driving qualified traffic.


Engagement Statistics

Why it’s important:

Not only do you want to see how many people are visiting your website, but you want to see what they are doing once they get there. There are a variety of engagement metrics available in Google Analytics.

Bounce rate, average time on site, and average pages viewed per visit are metrics within a Google Analytics report that can accurately gauge how well (or not well) your users are engaging with your site:

Bounce Rate – Measures how many people visit your website and leave right away. If they click on your website and decide that it isn’t what they were looking for, they will “bounce” and Google will count this towards your bounce rate. The higher the bounce rate, the less qualified the traffic is.

Average Time on Site – Provides an average of the total time that users are spending on your website. The longer people are spending on your site, the better. You want to provide content that is engaging users and keeping them interested in your business.

Pages Viewed Per Visit – This shows an average of the total pages that users view on your website per visit. You want people to visit multiple pages on your site to find out as much information as they can about your company.



What it tells you:

Acquisition data can tell you everything, from which landing pages are drawing in users to what content on your site is performing the best. This is the more specific data that helps you improve and optimise your site to provide better user experience and perform better in the SERPs.

Why it’s important:

Knowing how many users come to the site is great, but knowing how they got there and what they do after they are there is even better. Received a lot of traffic from Facebook? Your social strategy must be working – keep it up and consider promoting your posts.

No traffic from organic search? Maybe you’re not properly indexed. Improving anything requires information and the more information, the better.

What it doesn’t tell you:

The Acquisition section of Google Analytics has a plethora of different metrics to base your changes on, but knowing how it all works towards your overall SEO Strategy is important too.

If you’ve never experimented with SEO for your site in the past, consider a starter’s SEO Strategy, which helps interpret all this nice data for you and forms recommendations around these insights.


Goals & Conversion Tracking

Why it’s important:

The fundamental premise of any business, online or otherwise, is to provide customers with products or services. Don’t you want to know exactly where those customers came from before making a purchase?

What it tells you:

What is the ultimate purpose of your website? Do you want people to fill out a form? Do you want people to purchase a product? Google Analytics makes it easy to track these goals and gain insight on the types of people who are fulfilling them.

You should set up the goals specific to your business in Google Analytics and measure them throughout time. It can even tell you the entry point of the site (paid search campaign, organic search, etc.).

What it doesn’t tell you:

Google Analytics Goal Conversion data is incredibly helpful but it does require webmaster input. You have to tell the tool what a conversion on the site is so it can track the data around it. This gives you opportunities to attribute value to non-direct forms of revenue.

If one out of ten form fill outs leads to a dollar worth of revenue, you can attribute 10 cents to each form fill out to help measure your success. The examples of goals are as endless as your ambition to grow your business!


User Flow

Why it’s important:

Converting users into customers is fine, but understanding the process behind their purchase can help you perfect that process.

This tool gives you very precise conversion funnel and outlines each step in a buying process that business school professors have consistently implanted into the minds of marketing students everywhere. This section of Google Analytics provides the data to you easily.

What it tells you:

User Flow sits within Audience and can help identify which landing page a user first arrives on when coming to your site, then identifies which other pages the user clicks through before making a purchase or completing a goal (such as a form fill-out).

By identifying these paths, you can experiment with call to actions to improve click through.

What it doesn’t tell you:

User flow tells you almost everything! For example, when doing SEO for small businesses, many find that they have too many steps in their conversion funnel.

A business owner with the right Google Analytics ability might find this data in User Flow, which helps identify how they can streamline the purchasing process, leading to more sales and an improved customer experience.

Strap Yourself In For The Ride
Of Your Life!

If you're ready to take control and step into the driver's seat, then it is time to take the leap. Gone are the days where you sit and wonder when you are going to see results.

It's time you strap in - because it is only full throttle from here.