Jan 17, 2014
Knowledge is Power - When You Know How to Use It
Analytics are an integral part of any online strategy, but the data that comes from Google Analytics or other programs can be overwhelming and just distracting. Knowing which information to look at and which to adjust can make all the difference for online marketers looking to improve upon or create a successful online strategy.
To help marketers do just that, Google Webmaster Tools is now providing more specific data on the impressions and clicks that a website receives from search. Rather than rounding up to the nearest thousand or millionth click/impression, Google will offer “specific data right down to the individual click or impression.” Another new feature that will be important for marketers in 2014 is a mobile search filter. Instead of grouping mobile and desktop search info in one category, webmasters can see details about mobile search queries and determine what areas of their website may need to be improved.
But this information is only useful if you know what to do with it.
Using the Latest Google Webmaster Tools
Clicks and impressions:
The latest update to Google Webmaster Tools provides more precise information on website traffic, allowing you to improve your website in targeted, measurable ways. Instead of getting an estimated number of clicks and impressions, you’ll know how much activity a specific area of your website is getting.
Why care about clicks and impressions? Impressions are the number of times pages from your website appeared in search results. Clicks are the number of times a user clicked your web page from the search results page. By knowing these details, you can see which keywords, headlines and content is drawing the most users, and which of these users are going on to interact with your website in a meaningful way.
Mobile search queries:
The ability to filter search queries by device, such as smartphone or tablet, is also an important insight into your website and user behaviour. The new filter also allows you to see which queries triggered a “skip redirect”, which is when a desktop URL appears in a search query, a mobile user clicks on that URL, and the user is automatically redirected to a mobile version of the desktop URL. This will be helpful for websites that have a separate mobile website (unlike responsively designed sites), and will allow marketers to see which web pages (i.e. mobile vs. desktop) are appearing in searches and how they are performing.
With specifics on mobile search queries, your organisation can make informed decisions to improve design, content and usability in order to make the online experience more valuable to the mobile (or desktop) user. Find out which types of content (e.g. Blogs, news items, particular product categories, FAQ pages, contact info) draws the most users, and on which device. Which pages are causing mobile users to exit your website quickly; is the same problem happening for desktop users? Should you create new content for mobile users, or edit existing content to connect with multiple audiences? Is some content redundant for both desktop and mobile users?
These are only some of the questions that can come up – and be addressed – once you delve into Google Analytics or other web analytics. To find out more about interpreting the data and improving your online strategy, contact us today!