Google analytics

We make it our responsibility for our SEO and Social media clients to keep you informed about how your website is performing on a monthly basis. With Google Analytics and our own in house tools, we can monitor how your business is progressing online and what improvements can be made to increase overall web lead generation conversion rates and also against the agreed goals such as landing on the contacts page. Here at SME Media, we will send you a monthly Internet Marketing Report detailing everything you need to know about how we are managing your business.

What is Google Analytics?
In short, Google Analytics, Moz and Majestic are industry standard tools that enable us to track all the traffic going to and from your website. It basically permits us to see where your visitors are coming from and what they are doing on your website! Are they staying, scrolling or abandoning ship immediately? These are all important factors that help us to decide what marketing channels work best for your website and what can be done to take your business to the next level.

Below, we have explained all the technical terms you will find in your report from SME Media:

 Google Analytics: All Traffic | WHO IS VISITING MY SITE & HOW DID THEY FIND IT?
Channels The channels are set to define where your traffic is coming from. This is crucial to understand because it permits us to identify the weak spots and make improvements accordingly.

 Organic Search This is when sites appear on search results pages as a result of relevant search terms being typed in by internet users looking for your service. Non-organic search results would include those appearing as a result of paid advertising.

 Referral Referral traffic consists of visitors that have been generated as a result of being directed through another website. These can really help you understand which external sources are great for helping you progress online.

 Direct A direct session occurs when someone has accessed the site from a direct link. For example, maybe they know your site and typed in your address straight away or clicked on a link through an e-mail, Word or PDF document.

 Social This channel focuses on all traffic generated to your site via social media platforms such as Facebook, Twitter and Instagram. If somebody sees a post, an image or a Tweet with your website displayed and then click on it, this will show up in your ‘social section’ in your Google Analytics report.

Google Analytics also logs heaps of other information that we can use to understand how your site is performing. Not only do we need to know where the views are coming from but we also need to understand what each visitor is doing when they arrive at your website. The aim is to get them to stay and read through your site. The longer each visitor stays the better.
WHAT ARE MY VISITORS DOING WHEN THEY LAND ON MY SITE?

Sessions |
Every time a visitor lands on your site, this is defined as a session.
New Users | You might log onto your site over ten times a day so you don’t want these sessions being logged as new users. This section defines how many ‘new’ visitors visit your site over a period of time.

Bounce Rate | The layout of your site and website copy should entice visitors to stay on your site. You do not want visitors leaving as soon as they arrive. First impressions are massively important. You have only a few seconds to capture a reader’s attention so if you are doing this correctly, the bounce rate should be very low!

Pages/ Session | How many pages does each visitor read per session?

Avg. Session Duration | How long on average is each visitor staying on your site per session?

Goal Conversion Rate | What is the main goal of your website? Is it for the visitor to make contact with you by filling out a form or to buy something directly from your site? Whatever your goal, this section will show you just how your conversion rate is performing. The higher the better! (Obviously!)

Goal Value | With your Goal Values, you can define how much you want to make exactly and Google Analytics will calculate how much money you are making and where it is coming from.

Campaign: Site Performance
This section of your SME Media Internet Marketing Report focuses on measuring the performance of your site and how improvements can be made in the following three areas:

SEO Metrics Explained
SEO stands for Search Engine Optimisation and focuses on words typed in by searchers on their quest to find a product or service. By including the relevant keywords, keyphrases and links in your website content, you increase your chances of being found by your target audiences. The main aim is to have a sky high SEO ranking which means you will appear at the top of the search results when users are looking for your service and/or product.

Google Analytics uses four metrics specific to Google Web Search Data:

Impressions | Every time a URL from your site appears in search results (excluding paid AdWords search impressions).
Clicks | Every time a user clicks on your website URLs directly from a Google search results page (excluding clicks on paid AdWords search results).
Avg Positions | Your average ranking in Google search results
CTR | your Click-through Rate, amount of times a user clicks on your links when they appear in results

Site Metrics Explained
Goggle Analytics is collecting even the smallest details that you might not necessarily think about.
The following are included in the long list:

1. Load Time
2. Page Speed
3. WWW ReDirect
4. Robots .txt
5. Google Analytics
6. Crawlability

Social Metrics Explained
The social metrics table is quite self-explanatory and in short, details all the social media platforms that your site is integrated with and some basic details about the interaction taking place.

Top Searches
In the rest of your Internet Marketing Report (up to page 16), you will see a full list of all the keywords and key phrases that have been typed in and resulted in the appearance of your ads. For each keyword or key phrase, you will notice the following data:

1. Query Count
2. Clicks
3. Impressions
4. Clickthrough Rate

All the above points play a significant role in determining how effective your ad design is. Your ads need to catch the attention of relevant audiences, entice them to click on the link through to your website and then it is up to your website design, copy and layout to encourage conversions.

I hope this has helped you to understand your SME Media Internet Marketing Report and as usual, if you have any further questions, please get in touch and we will get back to you within 24 hours.