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For many years now digital marketers, such as myself, have relied upon data from Google Analytics to help us understand the activity on our websites. The limitation with this is Google Analytics offers visit centric data meaning, that upon returning to our website, user interaction is tracked as a new visit… Enter Universal Analytics – A new technology within Google Analytics which allows us to track interaction on a website from a user centric approach.
I’m sure everyone has their favourite resources for the areas they work in, but sometimes it’s hard to find new ones that you know you can trust. The lists below are the websites or people I read and use most often. I’ve also included a link to a post on each site so that you can quickly see what they are like and decide whether to bookmark them straight away. Read more
Having AdWords data in Google Analytics is very valuable, but how do you get it? This post is going to show you how to link your AdWords and Analytics accounts so that you see the data in each. I’ll also answer some common questions, such as: why are my AdWords keywords not showing in Google Analytics? What is (not set) in Analytics? What is automatic campaign tagging? And more! Read more
When running an online marketing campaign it is highly likely you will distribute various pieces of marketing material in many places across the web. Let’s say you place display ads of various sizes on a range of websites, place a feature about your product in your monthly newsletter and place an article and advert in the newsletter of an online industry magazine. Whilst it is easy to determine which channel is bringing in more traffic to your landing page (let’s say email drives more traffic than advertising), how do you determine which newsletter is more effective? Yours or the online magazines? Or what banner size is most effective? This is where UTM parameters come in to play!
For as long as the industry has existed, SEOs have been hung up on search engine rankings, with keyword tracking and position monitoring being regular website health checks. Most SEOs use automated software to check the rankings of websites for key search terms and use fluctuations in positions as a key indicator of performance.
However, is this really the best indication of performance in organic search? What does it really mean if you’re ranking first for “fast food restaurant” and second for “really tasty burgers” if your audience is just searching for “McDonalds”?
Sometimes web developers are unable to create a thank you or confirmation page for a form submission, this leaves you unable to easily track how many forms have been completed, as goals in Google Analytics require a URL. However, there is a nice and easy way round this. It just takes a small amount of code and you can create a pretend URL to load when the submit button is pressed.
Any user of Google Analytics will understand the value of knowing what keywords bring in your organic traffic. However, we can no longer ignore the dramatic and unwavering increase in the number of “(not provided)” keywords, making it more difficult than ever to effectively analyse our organic traffic.
Installing Google Analytics tracking code on your site is not the sign of a mission accomplished, it’s the start of a journey into unravelling the data behind your site. From here you can work out how to improve it to increase the return from your site.
One simple way to make Google Analytics easy to use, in order to get the best data for what you need, is to set up a few custom reports with the data that you want. These can then be set up to show on dashboards when you log-in, so that all your key numbers are easily accessible and actionable.
Today at BrightonSEO (the fastest growing SEO conference in the UK) I am giving a talk on turning Google Analytics in to a Webmaster’s Tool Box. This post is here to cover everything that I’m talking about to make sure no one misses a tip! I’ve also included all the links in the slides to give you quick and easy access to Google Analytics Dashboards and a CRO Whitepaper.
Psychology, persuasion and CRO (conversion rate optimisation) are areas of online marketing and designing for the web that have always interested me. How do you get visitors to your site? Once they are on the site, how do you persuade them to perform an action? Whether that is to get them to sign up to an email list, purchase something, register for a free trial or numerous other actions.
Ned Poulter looks at where the line falls between UX, CRO, SEO and many other web design disciplines whilst ultimately asking how you can leverage all of these aspects as somebody working in SEO.