Google’s primary goal is to ensure people find what they’re looking for online.
And that means your job is to work with what you know about Google’s algorithms to get found. This requires a muli-pronged approach which could include some or all of the following (and more besides):
- Write your online content to satisfy the search engine spiders
- Use video marketing and YouTube to enhance your online visibility
- Use Google’s free keyword research tool
- You could even pay to drive traffic to your website by paying for Google AdWords
Take off the blindfold
But whatever method you use to get found and boost your organic search results, it makes sense to find out what’s working and what isn’t. Otherwise you could be wasting a lot of time, money and effort.
So to close our Google Week we’ll focus on Google Analytics. This invaluable free resource from Google can help you transform your understanding of the performance of your website and online content. And in reality, measurement is fundamental to understanding what’s attracting clicks, what’s interesting customers and what converting sales.
Google Analytics gives webmasters the ability to see how well their websites are performing online.
There are a number of metrics you should be measuring regularly so you can understand how your website is performing.
It’s very important as a micro business that you track these metrics so you can understand where to invest your time and budget into campaigns that will produce the best return for your investment.
The 3 main KPI’s I recommend for all my clients to track on are:
1. Traffic – you want to compare both monthly traffic and year on year traffic. You also want to be tracking where this traffic is coming from e.g. Search Engines, Social Media
2. Conversions & Goals – this is the most important KPI how many people who visit your website become customers, subscribers or trial users
3. Content – what pages are the most popular on your website? This is very useful if you have goals setup as it allows you to understand which pages are providing your business with new leads and sales. I also recommend you look at how long people are staying on your site and the bounce rates.
Once you have these pieces of information you can begin to understand what types of visitors are making you the most money. This will then allow you to make an informed decision as to whether you should invest more money in a particular marketing efforts or ditch certain marketing campaigns in favour of others.
6 Must Read Resources to Setup Google Analytics & Grow your Micro Business
To really get to grips with Analytics, you’ll need to know more than I can share in this article. So to help, I’ve curated 6 of my favourite, most revealing articles to get you going. It will cut your research time and get you focused on using Google Analytics to drive your business.
[Video] How to Install Google Analytics – Ian Lurie of Portent runs through the basic navigation of getting Google Analytics installed on your website. It’s only 10 minutes long so grab a cup of coffee and really useful for novices who have never setup Google analytics tracking before.
A Guide to Google Analytics and Tools – Smashing Magazine runs through some basic and intermediate tools and functions for Google Analytics. There are some very useful tutorial videos in this guide.
8 Important Google Analytics Features – Lars Lofgren of KISSmetrics runs through setting up Goals and Event tracking so you can begin to measure how your website is performing.
Google Analytics Shortcuts – This great list of tips & tools from Himanshu Sharma will have you whizzing through your GA reports like an analytics Pro in no time.
How To Track WordPress Signups and Comments With Google Analytics – if you are running a blog then you might want to track user engagement. This quick tutorial will show you how to add a WordPress comment goal to your GA account
8 Stupid Things Webmasters Do to mess up Analytics – some advanced tips to help you avoid making any silly mistakes.
I hope this post has gone some way to helping you get started with maximising your Google Analytics account to make sure your website is an active part of your sales and marketing team and not just a financial burden.
As always if you have any questions about this post please leave me a comment below & I’ll answer it.
Today’s Micro Action
Watch and read the 6 handy guides mentioned above.