SEO and Analytics

Updated: Apr 9, 2020

Do you ever wonder why websites use cookies? What are they tracking? What do they do with the data? Websites who use cookies are fine-tuning their SEO to meet the the needs of their users. SEO, Search Engine Optimization, is a major buzz phrase in all industries. If your business uses a website for any reason you should know the basics of SEO.

So what is SEO? According to Moz: SEO 101, It’s the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as "organic") search engine results. Bottomline is SEO is a technique you use to draw non-paid traffic to your website. Think of it as free advertising.

The first steps in setting up SEO: One, make pages based on Users. Two, each page should be unique. Three, URL should be unique. Four each page should have a unique three word description. There are many more steps but these are key for search engines to index your site and match you with the right users. The focus is generally on Google Search Engines and Analytics. Why? In 2019 Google claimed 93% off all organic search engine visits in the US.

So what happens once you have SEO set up? How do determine what is working and what is not? Analytics. If you set up SEO and have no way to gather and analyze the data; you are not fully using SEO. Each company is different and tracks different information based on their business needs.

When I set up SEO and Analytics for a client, and I did the same for myself, I take into account the user. I do not allow IP addresses to collected. I do not know who is on the site. I do know how many people visited the site. Most sites track what pages were clicked on. What page people left the site from. How the user found the website. How many people found the website and left after viewing only one page (bounce rate). How many minutes on average a person was on the site. Sites based on content vs a retail site will have other priorities to analyze.

Content sites take the above information and ask more questions. If people leave the site on the same page: was the site designed that way and its working properly? or are people not finding answers to their questions and give up? or what is the purpose of the page they left on? If there is a link or video on the page, is it working? These questions can be asked when you have data to work with.

Retail sites are more focused on products and categories. What products have the highest sell through. What products are people looking at and buying or not buying. What products are not getting any views? Do images help in selling the product? What type of image(s) work best? Analytics can help answer these questions and more.

No matter what your business is focused on, SEO and Analytics can help you drive new customers to your website. I am Google Analytics Certified in all six areas: Beginner, Advanced, Power User, Tag Manager, Data Studio, and Google Analytics 360. I can help you set up basic SEO and Analytics. The information we discover can be used to help you decide on what type of Marketing works best for your business. This way when you want to pay for marketing/advertising you will have data to back up your decisions.

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