We all know that Google is popular, but did you know that the Google search page has approximately 1.6 billion unique visitors each month?
Or that it ranks #1 in use with Alexa?
Or that it’s the search engine used 72.48% of the time by searchers?
To say that Google is popular is an understatement. It is the go-to search engine for the majority of the world’s population, not to mention its prowess in other areas such as maps, online streaming, and email services.
So what does this mean for you, as a local business owner?
It means that Google is a critically important tool that you should be fully utilizing for the benefit of your business.
Search Engine Optimization (SEO) is one important way to take full advantage of Google, to make sure your business’s website ranks high in the list of Google search results.
Making sure you have an accurate, detailed “Google My Business” profile is also key to being visible and appearing reputable in Google results.
You should also consider using Google ads and the Google Guaranteed Program to achieve the highest visibility on Google. However, those are all topics for another time.
Here, let's focus on a lesser-known Google program that can greatly benefit small businesses: Google Analytics.
When a customer enters your business location or calls or emails your business, you’re able to create a connection with that client and get to know a little more about them.
Google Analytics is a complex data collection system that allows you to do the same thing with the visitors to your website or app.
Of course specific user information stays completely private, but there are things you can learn to help you understand your customer base, such as which ads get clicked on most, patterns in visitor traffic, and other helpful user data.
Google Analytics provides data to help you analyze your website’s functionality and make adjustments as needed.
As of today, more than 29.3 million business owners are using Google Analytics their customers’ online experience with their business. Google Analytics is a crucial tool that keeps the guesswork out of online marketing.
Let’s look at just a few of the many ways that Google Analytics can benefit your business’s online presence.
Accurate, current data is invaluable when it comes to online marketing. Simply creating a website and leaving it alone won’t achieve the best results for your business. In order to stay up-to-date with your current audience and make sure your website is performing at its best, you need reliable data about your website visitors and their activity. This trackable data can be analyzed to help you direct your online marketing strategy, and your business model as a whole, to be more effective.
Are most of your visitors following through into customers? Are your lead generation methods successfully capturing the interest of your online viewers? What type of audience is most active on your website? The data provided by Google Analytics can answer all of these important questions, plus countless more.
Get the most bang for your buck in online marketing and advertising by using Google Analytics to track the source of your website activity. Find out which search engines, advertising sources (Facebook, etc.), referral blogs, or other traffic sources are bringing the most traffic to your website. It’s important also to not only pay attention to the amount of web traffic that a source is bringing you, but also the quality of the web traffic: i.e., are those visitors converting in to leads or sales. If not, you can redirect your online marketing campaigns to find a more successful advertising investment.
Let us install Google Analytics and provide you with 90 days of detailed metrics and monthly reports so that you can better understand the activity of your website traffic.
Audience demographics are just one aspect of valuable data that Google Analytics provides. Demographic data is comprised of information such as age and gender of your website or app users. It also makes connections to other information, such as their other online interests and activities. This allows you to get to know your target audience, and make marketing adjustments as needed.
Google Analytics can also tell when a user visits your website for the first time, or at least for the first time with one particular device or internet browser. Random numbers are assigned to each visitor, known as the client i.d. This can help you keep track of how many new potential clients your website is attracting, verses how many returning customers use your website on a regular basis.
Google Analytics can be used to keep track of the keyword rankings for your business’s website. It also shows you how your website ranks overall in Google compared to your competitors’ websites. This allows you to see how your website is performing in SEO rankings so that you can make changes to improve your SEO. Adding a blog to your website with posts containing often-searched for keywords is one great way to improve your SEO in Google. Google Analytics can also help guide your blogging process as you decide which topics and keywords to write about.
A website’s bounce rate is the rate at which visitors leave the site after only visiting the page they first land on. This is exactly what your website should be designed to avoid; you want your website to invite users in and encourage them to continue activity throughout your website. Google Analytics will provide up-to-date reports that calculate your bounce rate for your overall website as well as it's individual web pages.
A high bounce rate might mean that visitors aren’t finding your website interesting or relevant. Some bounce rate is inevitable; it’s almost impossible to get a bounce rate under 20%. A rate above 35% means there’s room for improvement, and if it’s over 50% then there’s definitely work that needs to be done. A website redesign, adding new content, or increasing the visibility and quality of lead generation methods are all ways to work on improving your website’s bounce rate.
A simple system to proactively collect and use feedback from all of your customers.- Activate happy customers to share the good word where it matters - Reach unhappy customers before they bad-mouth your business - Give your team the time and intel to turn a negative customer experience around
So how do you start taking advantage of what Google Analytics has to offer?
First of all, you should know that there are two options for Google Analytics: regular Google Analytics and Google Analytics 360. You can find an overview of their differences, and start the sign-up process here.
The key difference is that Google Analytics is free, but provides less data and fewer features. Basic Google Analytics is ideal for small, local businesses, and will provide ample information for improving online marketing strategy.
However, without added features such as support services, the data retrieved from Google Analytics can be difficult to understand and carry through to applying improvements to your business website and marketing.
Let Visibly Connected help you get started with Google Analytics! We’ll install Google Analytics for your business and provide you with detailed, monthly data reports and personalized explanations to help you better understand your clientele and their activity on your website.
For a limited time, try out our Google Analytics services FREE for three months, and see what Google Analytics is all about.
If you already have Google Analytics, but have questions about how to understand its data or how best to apply its data towards improving your business's online marketing, contact us today to schedule a free consultation.