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We're live guys hello Haven welcome everyone thanks for...
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we're live guys hello Haven welcome everyone thanks for joining us today so to kind of ease into things while people are still joining I figured we could share some fun facts about ourselves I did some research on the crew that we have here today and pulled what I think are some of the fun facts but feel free to jump in with anything else you guys so Tristan loves to surf I thought that was super cool and he also loves to be in his camper van on the countryside or by the beach he also has a French Bulldog called Frank he's awesome how old this spring uh two years old now feels like we've had him forever yeah I don't have a dog but I do have a ferret at home I've been bugging my wife about a bulldog or something along those lines forever and she just won't have it
But we'll see one of these days yes okay safe can tiny I'm looking at outside...
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but we'll see one of these days yes okay safe can tiny I'm looking at outside yeah well we have people from all over the place joining fella don't move so Adam kicking it over to you I heard that in 2009 you pulled a practical joke that got you somewhat virally famous and you got featured and wired and mentioned on snoops yes yeah that kind of was the introduction to I guess what would later become a marketing career so I don't know how many people remember back when they switched the TVs from analog to digital in the US and I think message of the rest of the world they rolled out these digital TV converter boxes and so I had a friend trying to convince me that the government was putting cameras in them kind of a tinfoil hat where kind of guy and so I I went out to prove him wrong but as I was doing this they're taking this unit apart but it'd be funnier to
Prove him right so I rigged this thing up crudely hot glue gun and a little...
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prove him right so I rigged this thing up crudely hot glue gun and a little camera mekin is filmed the video shot it off to like maybe five or six friends and the next thing I know I'm getting calls all across the world from new stations wired wanted to interview me and it was at that point I realized like wow this so this viral marketing ecosphere definitely has wings so so yeah my 15 minutes of fame well I brought you to marketing so yeah yeah I learned a lot for that sure we were also just shouting that you go skydiving which I didn't realize so so what yeah I've been once so me and Tristan we're talking about how it's on our list to do again so definitely looking forward to the next time I can jump out of a perfectly good airplane so definitely a thrill yeah I did is going to eyeb last year and got
Boy bono girlfriends and I think she thought could we take that one of the...
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boy bono girlfriends and I think she thought could we take that one of the list and I was chatting with another guy who was trained and was just there to do jumps and within a couple of minutes he was actually gonna Spain you should have a two week course get yourself trained and my girlfriend's fascia structures what are you going on about you need this should have ended here so yeah it's definitely quite addictive if you like it so can be yeah yeah absolutely alright and then one quick facts about myself in addition to SEO I'm also certified in Reiki so it's kind of what I spend my weekends doing what I enjoy to do in my free time I think we have plenty of folks that I've joined though we should really just jump right into things before we get started officially I did just want to give some like a brief introduction of our presenter and our panelists it eyes that everyone can get more familiar on our backgrounds and what really brought us here today with you so we're very excited to have two
Experienced and knowledgeable little digital marketing professionals with us...
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experienced and knowledgeable little digital marketing professionals with us very well respected in the community a ton of information from these two here so Tristram after working over ten years and a variety different roles he is now the co-founder of purple smudge I'm sure you've seen him on social media putting out some really great content and constantly sharing his knowledge in addition to doing technical SEO that's really where his main experience lies he also has a specialist field in data management so that is really what is going to we're gonna dive into that a bit more today and kind of pick his brain around what he knows there Adam is the director of operations and leaf a marketing firm as well and he's constantly helping organizations to increase their revenue and exposure what's interesting is his career started in software development I'm sure a lot of the SEOs have experience working with people on the
Dev side of things as well but his natural creativity really brought him...
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dev side of things as well but his natural creativity really brought him into marketing so we're happy that again to have him here today with us and he has over 10 plus years of experience and b2b and b2c industries myself last but not least I'm currently leading digital marketing initiatives at rapid miner a data science software my experience prior I came from a b2b marketing agency as well so I really specialize in everything from SEO PPC social media but SEO will always have my heart that's really where my passion lies I'm great also I just wanted to give a special shout out to 5 5 hours of content marketing and we'll set will include the link in our YouTube afterwards for you okay so I'm sure you all saw just the brief introduction of this webinar that's what brought everyone here today we're gonna be talking about what everyone needs to include in their SEO
Toolbox whether you're just starting off in SEO or more experienced in the profession...
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toolbox whether you're just starting off in SEO or more experienced in the profession leveraging the right tools can make all the difference in moving the needle for you and really what we're exploring today is some of those free tools that we can leverage the Google Analytics Google search Council and really how to be using those on a daily basis to get those quick ones for your site so I will things over to Tristram to really take us through the presentation here and then afterwards we'll save some time for some questions so feel free to jump in on the chat and on the fly with whatever comes up I'll share my screen then so can you see my screen before I jump in yeah yeah perfect so thank you everyone for joining us today I'm going to be talking to you about building your SEO toolbox and how to
Reveal free traffic boosting data just a bit about me as we've already covered...
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reveal free traffic boosting data just a bit about me as we've already covered but I'm Tristan Jarmon on the co-founder of smudge I've got over 10 years experience in digital marketing and there's my contact details if you want to get in touch after I'm happy to chat any of these points through further so really why are we here today when I initially looked put this presentation together I felt there's lots of awesome stuff that you can do with your website there's a lot of awesome content and presentations they're quite high level but I still feel there's a huge number of people who need guidance on what can be unlocked from Google search console and Google Analytics and as I've said time and time again I do hear people saying we do SEO but we don't really check Google Analytics or we do SEO but we don't know where to look in Google Analytics and so that's led me to create this presentation and then sadly he was creating this we you know the world has
Been impacted by Kovach 19 as I'm sure everybody is aware and this has meant...
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been impacted by Kovach 19 as I'm sure everybody is aware and this has meant that people may be finding themselves with time to learn new skills people finding themselves taking on more marketing that they did before all company owners may be finding themselves in position of furloughing staff and they now have to get stuck into google analytics and see you know what's driving their marketing efforts and they you know they may because of their role may never touch google analytics a Google search console before so today we're going to be seeing what you can uncover and to drive more traffic get more conversions get more out of your marketing efforts really also marketing spends getting tighter so you know it's more relevant to understand what we can unlock more than ever in these tools so let's crack on so what we're going to be covering today so I'm gonna jump into Google Analytics demo account there's some areas around
Installing Google Analytics checking your codes and GA account checks because...
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installing Google Analytics checking your codes and GA account checks because if you don't have these elements set up correctly that the rest of what we look at can to a sense being null and void and lastly we'll be looking at where to look in these programs and what to look for so Google Analytics demo account for anyone that hasn't been familiarized with this the Google Analytics demo account is a fully functional Google Analytics account that any user can use and access and it's a great way to look at real business data and experiment with Google Analytics features also means that you don't have to worry about ruining your own data and we'll be looking at the Google Analytics account demo account today for a few reasons versus I didn't have to blank out any sensitive data and information and the second point is that you can gain access to this and have a play around test your skills and as I say don't worry about breaking any data so installing Google
Analytics so you've got it set up correctly right well it's all well and...
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Analytics so you've got it set up correctly right well it's all well and good looking at Google Analytics taking this valuable data and making smarter marketing decisions what if it's not set up correctly Google Analytics installing it can be done in a couple of ways one of the main ways is that people just put the code straight on to the page or pages you want to record and then you can also deploy it through Google tag manager which is becoming more and more than norm but I understand that not everyone's in a position to you know learn how to use Google tag manager so just to say there are a couple of ways to do that and so checking your Google Analytics code I do like my slides I smile opposed so how to check your GA code so before I jump into any account or even have access to particular accounts if I'm tendering a new client I use what's called Google tag assistant and you can
Download this as a browser add-on from the chrome store and other stores it...
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download this as a browser add-on from the chrome store and other stores it straight into your browser click it on the website and then there's the enable function restart or refresh the website and then it will bring up where your Google Analytics code is on the page what your Google Analytics code along with other codes that are on the page as you can see in this example on the screen things like good tag manager and this quickly gives you a snapshot of possible issues with the websites GA tracking code from there you should always check to see if the code codes in the right place and this will alert you to that fact if it isn't you could be having a leaky bucket which includes missing valuable or missing code which is therefore missing valuable data or you can have things like double tracking which is leading to skewed metrics which is not good I shouldn't laugh at my own slides that's so bad it's a duplicate code this occurs when you have duplicate tracking code this means that GA is not recording and
Counting your data correctly in fact in some cases it can show things like low...
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counting your data correctly in fact in some cases it can show things like low bounce rate for example and I've seen that before jumping into client accounts or possible client that we're gonna be working with client accounts and you know I just go back to them and say would you know your bounce rates at 10 20 % there goes great isn't it and then you start to break it down and you start to see that that actually signifies sometimes there is you've got double tracking on your website so then you're starting to get those cubemetricks so how could this have happened could have happened in a number of ways such as a developer adding a second set of code in the staging server without knowing it these things happen it's definitely worth checking so let's move on to geocode missing code now in an ideal world we would have the correct code on every single page we want to track but again similar to duplicate code you could be in fact missing code on critical pages when was the last time you checked your GA code
On your website now there's a couple of tools that you can use to check this GA...
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on your website now there's a couple of tools that you can use to check this GA checker comm which is quite useful haven't used that in a while because I use things like screaming frog which you can actually get a free version of that which crawls up to 500 pages and that you might be able to get some information out of that if you pay for a tool that screaming frog you can actually check how many instances of your GA code are on each page and how many instances of missing code you might have it's worth doing that because there are common issues if you have duplicated tracking or missing code you could just be missing out on valuable data so now we've covered that and I will say and I'll probably repeat this a couple of times during this presentation this presentation is kind of like a bird's eye view of of what we're discussing here so if there are any points where you're like I've really liked to have gone in further more in-depth into that area please let us know in the comments or drop me a message on Twitter LinkedIn or email and
I'd be happy to do a further presentation or make a series of videos...
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I'd be happy to do a further presentation or make a series of videos discussing some of these points so we can really drill into it I just wanted to give everyone you know bird's-eye view of what you should be doing and so you know you can get the most from this presentation today as possible so your GA account checks as you can see in this example on the screen there's three views and in this Google Analytics account and I can't tell you how many times I go into people's accounts what they only have one view now why is this necessary so your master view of if your day-to-day reporting the one that you're in all the time the second one be your test view so you can test goals filters tinker around don't worry about breaking things see if it works and you make it live and then the last one possibly one of your most critical ones is your raw data view so if you somehow messed up the other two views this raw data view literally just has the code installed very basic additions to this view and
This just keeps everything backed up when you might need it...
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this just keeps everything backed up when you might need it if you've f things up a little bit so please if you haven't go away set up three views and make sure you've got those set up and again if you want more in-depth information be happy to jump into that for a further discussion and so just a quick few things on GA account checks in your property so make sure you check your property permissions who's got access to your data the lobby I'll starve developers etc you don't work for you anymore but might have access to your data that's not great only you and the critical people within your company and team should have that access tracking info means that you can jump into there see what your tracking code should be and make sure you have the most relevant one excuse me most relevant one on your website referral exclusions this is really great to jump into and see whether you've got any referral exclusions included in there now one example of what you might want
To put in there is if you've ever been into your referral section of your GA...
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to put in there is if you've ever been into your referral section of your GA data and you might see something like PayPal in there referring all this data and attributing lots of revenue and conversions well that would actually need to be put in your referral exclusion because that's stealing data conversions and revenue data from those other channels that you've worked so hard on to push I've seen it with between sort of like tens of thousands and sometimes hundreds of thousands of pounds being funneled through this PayPal referral channel and that's just incorrect but with a little tweak you can actually stop that happening stop that appearing and you'll then find that maybe your Google Ads channel or your organic trap organic traffic channel is actually doing far better than you thought before so that's why it's so imperative of getting some of these checks correct make sure you're linking your products within this check so if you're using Google Ads
Make sure that link to your Google Analytics account and make sure your...
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make sure that link to your Google Analytics account and make sure your Google search console is added to your Google Analytics account some of you might be sitting there going that's obvious but some of you might also be sitting there going had no idea of this I need to do that and we'll dive in further on some of the it's of what this will unearth for you and then I said sorry just a job question in regards to the Google so Laura is asking I've installed Google site kit on a site do I need to do this as well Google site kids I'm assuming she might mean the site tag in the G tag maybe yeah I think I said what sorry what was the question again I've installed Google site kit on a site do I need to do this too maybe we can get some clarification for more on that one yeah if we get some more information then we can just definitely jump back into that but I guess I think so
Some site kit from what I understand is the the WordPress Google plugin that's...
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some site kit from what I understand is the the WordPress Google plugin that's relatively new which I believe don't quote me but I believe it also it kind of fills the gap for a lot of that integration I'm not actually used it just because I'm a little bit skeptical of installing too much Google stuff on my website but my understanding is that it does just that it kind of it's a shortcut to a lot of that extra data so this would be a good scenario where it would be easy to inadvertently install something like that and then add another code where you can get into those duplicate code exactly again thank you for confirming Laura yeah I think also that tool that you had referenced before Google stole the code to make sure it's implemented properly and that'll probably still help there as well yeah definitely Google tag assistant it's yeah it's free is a little button but everyone should
Be using it most definitely nice evening so yeah we'll just jump back in so then...
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be using it most definitely nice evening so yeah we'll just jump back in so then the final checks within your view section of Google Analytics is you know jump into your view settings make sure you've got the correct URL in there make sure you've got the correct time zone currency again some of you might be laughs and going this is obvious well I've jumped into people's accounts where they're a British company but they've got everything showing in pound that doesn't make it as easy for your analysis so with a simple change you can change the currency BOC filtering make sure that's ticked on it by no means excludes all spambots and less fan traffic but it certainly should be ticked and it I believe it makes some steps forward in removing some of the more well-known of traffic they'll be skewing your data again link your accounts and sell-side search tracking and we'll cover that a little
Bit more in the presentation later make sure you set up goals filters and in...
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bit more in the presentation later make sure you set up goals filters and in those filters you can set up things like excluding IP addresses so a quick example of that would be so I'm on if I'm working for a company I'm gonna be on there work on that website quite a bit but I'm not a customer so therefore I don't want to be tracked in Google Analytics you might have a customer services team that are always on the phone speaking with customers help them place orders answering queries and they'll be taking customers through that chain on the website again you don't really want the customer service team being tracked and skewing that Google Analytics data so just one of the many filters that you can add and we could be here probably talking for another session about filters and goals etc but make sure you add IP addresses into your filters and then spam bot filters you can add into your filters again be very
Cautious with doing that and have to pick that up another time but wipe noticed to hit...
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cautious with doing that and have to pick that up another time but wipe noticed to hit some spam bot filters is if you do it correctly they work very well if you do it wrong as I saw one person there before they saw a lot of spam traffic coming from Russia and so what they did was they went into filters and excluded the whole of Russia from Google Analytics and I explained to them that they may actually have customers and they admit they did have customers from Russia but they just thought this was the easiest way to get rid of the spam traffic and so we had to kind of undo things and then redo them correctly again this goes back to what I was saying about having the three fill them three views make sure you got those set up correctly because they only had one view and once we removed that Russia filter that have been added they were never going to get back all the data that they'd lost so it's critical that you get those three pieces set up and make sure they're working the way that should and so just a bit more about goals and funnels so a goal can be applied to a
Specific page or screen your users visiting how many pages and screens they...
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specific page or screen your users visiting how many pages and screens they view in a session how long they stay on a site or app and the events they trigger while they're there every goal can have a monetary value so you can see how much that conversion is worthy worth to your business and so on top of that what's great as well is if you don't have goals I would suggest that you set some up for things like leads signups newsletter signups account creations as an example white paper downloads ebook downloads and there's much much more this is kind of Howard's say throughout the presentation it's not necessarily just doing one thing that it's gonna make a huge difference it's about doing a number of small steps sometimes that will add to your overall data security as well as you know bolstering your SEO traffic etc you know by setting up goals and funnels you can start to see which pages are converting
And which ones aren't so that starts to give you a little bit...
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and which ones aren't so that starts to give you a little bit more insight into how your page your site is functioning and so if we look at the funnels not all of these funnels are foolproof but you can set up a goal or an e-commerce funnel and see where people are dropping off are there any trends that might highlight a sweet win for you some founds that on mobile and desktop devices there might be a sticking point in the conversion funnel on one or the other that you weren't necessarily aware about it also can highlight things like form rendering you know how many forms you have an aesthetic in a step of filling in forms people might get bored for now there might be step to the process that aren't clear there might be unclear or lack of information in ecommerce payment gateway process and they might also highlight any errors and issues in a process so I opposed to you when was the last time you looked at the website through the
Eyes of a visitor or a customer when did you last purchase a product through your...
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eyes of a visitor or a customer when did you last purchase a product through your website try to find some content or submit lead if you build these checks instead of a monthly quarterly or yearly plan interest rate to your dashboard your date or you know could become more critical where your data is more critical than ever it's kind of like gold so make sure you keep it clean and shiny and that you can use it and actually saw last night somebody tweet they were looking to buy a bike and what they started to find is from sort of these smaller retailers that like buy buttons or certain checkout buttons were buzzing them back to the homepage and they were just finding all these errors through going through smaller companies and this is where sort of your goals and funnels may help you uncover some of those issues I mean you imagine if you were having errors that were kicking people out your purchase funnel you think everything's fine not worry about it and you're just losing money and right now we don't want
To be doing that and trusting that stuff happens we see that all the time where...
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to be doing that and trusting that stuff happens we see that all the time where you know different frameworks and content management systems you you roll out updates or your your development team rolls out an update and lo and behold something breaks and if you don't have that coverage it's it's pretty easy to go weeks if not months and realize like okay we just thought sales were dropping off but but really you know a barrier was inadvertently introduced to the end user so that's why checking these making sure those metrics are really in place yeah that's a and I think that's gonna be more of a kicker isn't it rather than a sales dropping or is it due to weather no time of year you know people getting paid not paid around pay day stuff like that and that'll be the kicker if it's like it was just this element of the website that was kicking people out or you know something that you just didn't test yeah that's making you lose money and I imagine if you've ever
Got a report back up the chain that's that's gonna go down even worse than...
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got a report back up the chain that's that's gonna go down even worse than saying it was seasonality or something like that so you know where do we look for this data so just for anyone who's not familiar with google analytics too much you kind of had the ABC model so you know what's your audience your website how are you acquiring that data what's the behavior of users on your site and then how are things converting and so one of the first areas that wanted to jump into is demographics so demographic data is a lot more valuable than you might think it can help shape your website paid advertising channels and even your overall business model and it's readily available to you so a great way of discovering who your audience and website users are are you creating content for the correct person how could you refine what you're doing and you know get a clearer idea report your
Overall website's demographics are I've spoken with people who you know they run...
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overall website's demographics are I've spoken with people who you know they run a lot of data or something would hope none at all the data and just it's guesswork of this is our demographic you know it's it's thirty five to forty five and we believe it's more females and males well this data actually gives you a clearer understanding of who's actually using your website and so that can really start to shape things a little bit more for your content your website your journey what you're delivering who you're targeting quickly we jump into interests so here you can get an idea of where your customers spend their time online this is great to help craft content and even how to target your PPC campaigns geolocation this is fantastic one of here you can dive into where visitors are coming from is it where you thought it was are there places that you weren't aware of and does that now lead you to think differently about your content you can look at countries and
Language is there a gap for translated content or are you translating lots of...
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language is there a gap for translated content or are you translating lots of content and finding that that might not be as necessary as you saw for his any or is everyone an English speaker in these countries so you can really start to drill down into that date you have a chance also where it says primary dimension you can then switch that to cities within particular countries so this could this open up a door for you for more localized content that as I'm in the UK you might find out that ninety percent of your users are actually all london-based so we want to target due to what your business is more london-based content or you're going to no we're fine actually we want to start targeting other areas of the UK and this is really highlighted that we need to do that and then we've got behavior excuse me so how many people are new versus returning and what does what business and services do you offer do you need
More returning visitors than new ones so this will help you to start to...
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more returning visitors than new ones so this will help you to start to understand the landscape of your website visitors and determine what direction you might want to move it and we've got mobile here so under this tab you can jump in to overview and start to see what the breakdown of desktop mobile and tablet usage is on your website so if you've ever wanted to know the split of devices that use your website this is the place to go this highlights which devices using your website along with which ones are converting and generating revenue if you sell through your website so this come to white properties back in so how can this be useful to you and when was the last time you looked at your website through different devices do all do do all work beautiful and seamlessly is the next I will hazard a guess that that's probably not the case so this may lead you to see that mobile for example doesn't actually function as well as your desktop site and I know
There are many sites out there that work like this so are there any little tweaks...
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there are many sites out there that work like this so are there any little tweaks or quick wins to a particular version of your website that can improve your conversion rate remember we don't just want to drive traffic to the website is use this if it's not converting and so then we've got this nice little dashboard here so this is all the things we've just discussed in this first section all put into a nice little dashboard and this was created in Google Data studio which is free to use which is awesome so this is incredibly useful for a number of reasons understand who your customer actually is what's it tell us target localization localized content were you writing for a different customer is a device different to how you saw it was working what does it mean for your content when you when you've been creating it have you been creating long pieces of content like blog content but found the users are mainly using mobile and so they may never actually getting to the end of that page is it
Time to trial more things like video content and so this dashboard which...
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time to trial more things like video content and so this dashboard which would be happy to share afterwards just simply pulls in all those other reports in Google Analytics into this one place so you don't have to do all the hard work of going into each one pulling it together you're going to Google danger studio select your elements and then this is just constantly updated to whatever time range you want to look at which is pretty neat so let's move on to acquisition so do you want to know how people are finding your website when you know your biggest traffic sources you get a better idea of where people are spending time and money on your site Google Analytics acquisition reports can help you drive traffic and sales but note one way to get the most out of Google Analytics data itself conversion goals so if you haven't done this already as we've discussed set them up and get the easiest one set up by reviewing the first points that we discussed earlier in this presentation and then locating this Google Analytics
Acquisition report there are a lot of reporting sections under here...
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acquisition report there are a lot of reporting sections under here acquisition section tells us where your visitors originated from such as search engines social networks or website referrals this is key section when determining which online tactics to be are bringing in the most visitors to your website we don't have one question actually that's a kind of a good segue into people are curious as to how to track calls and offline activities what would you give someone for advice and kind of integrating Google Analytics into that process so for cool tracking there's probably a number of ways doing that if you're doing Google Ads which is slightly outside of my remit but I know that there can be cool tracking implemented with clinical ads there is also cool tracking software out there which I would believe I've not used it for a while for any of my clients but
Cool tracking software out there that you can then add into Google Analytics...
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cool tracking software out there that you can then add into Google Analytics so you can start to see those those metrics and details and I would imagine self goals and events when people click on those to self call and so then you can then start to see you know what channels are driving those calls to your business and what was the second part of that um any other offline activity it is something that is really I would say a challenge for adjustable markers in general but I could I could chime in here one of the things that we like to use for external campaigns and this is another free Google tool is the Google campaign builder this tool is great because it I think it's a good introductory tool just for understanding goals as well but what it does well is
You can actually set up almost like a custom URL structure and it will feed...
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you can actually set up almost like a custom URL structure and it will feed back into Google Analytics the data for that that initial campaign so where this becomes beneficial is with things like email marketing campaigns we've used it a lot where we've had multiple regional territories where we're driving traffic to Google Google Maps listings so being able to track and actually quantify a value or a price per client that's coming in through that channel so you can do a Google search for a Google campaign builder you'll see kind of a walkthrough of how to build those trackable urls so that's been really helpful I know we use call tracking right now we're not using anything that specifically integrates into Google Analytics but one thing we like to do is actually build dashboards in Google Data studio so that we can
Pull that call tracking information in to stay at Google sheets which then gets...
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pull that call tracking information in to stay at Google sheets which then gets fed into Google Data studio and it presents a kind of a uniform structure so even though that the data is somewhat segmented at least with the platform we're using from Google Analytics we're still quantifying that and I I think that's really important because some businesses are heavy heavily reliant on calls and so if you're building a web strategy you want to get credit for those calls if that's that's how the customer engages so great question I think there well let's say I think it's a what's being covered here is partly it's about connecting the dots in a sense to build that bigger picture isn't it you know the more data points you can get and put it together you then start to see more and more of a clearer picture of what's really going on rather than everything kind of working in silo and adding a bit of guesswork to it so a great question and so let's jump into
Acquisition and then if we look at all traffic channels so which trend all the...
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acquisition and then if we look at all traffic channels so which trend all the channels are driving the most traffic where can your efforts be directed which channels can be improved upon if you have e-commerce tracking which channels are driving the most conversions and revenue and did you know those channels were winning as much as they were for you and how can you capitalize on that and drive more winning traffic and so if we jump a little bit further in so if we jump into the organic channel and then if you had a look at primary dimensions where the beautiful little arrows going and change that to landing page time period that you're looking at which pages are driving the most traffic versus which pages are driving the most conversions and how can this be harnessed and improved upon so some websites might find a particular blog post is a great entry point for search traffic yet all they have are you helping these customers move seamlessly
Through the site to purchase or submit elite some websites so a blog post may...
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through the site to purchase or submit elite some websites so a blog post may be driving traffic to that landing page but you may have actively set up blocker and what I mean by that is to say you sell bikes and you've written an amazing article we've done all the work we needed to do to get it ranking by the benefits of an electric bike awesome that's driving lots of traffic but what I found with certain sites and further investigation is you just you blocked anyone moving through the site and I'll explain why me visitor lands on that article they read it and then they leave and that's because the website owner or marks it did not lead them on to a page with more relevant content or you know links to particular ad bikes that you might be selling I've seen this time and time again where you know people go we've written an amazing blog it's great but you know you need to help people and
As I put here so think of it more than leading the host water help the horse...
39:02
as I put here so think of it more than leading the host water help the horse drink that water so if someone's coming to the site you know think like the user what where would you want to go you know you've read the article great so I'm really interested in ebikes what do I do now and we're all quite a thicker when we use the internet and so sometimes if you don't point people in the right direction they might just leave and that's that's a shame that you put in so much hard work adding to that with tools like hot jar which is a website heat map and behavior analytics tool you can start to see what actions visitors take on a page so you can really start to see deeper where people are clicking scrolling moving through that just as this example that piece of blog content to think about the actions that you want the user to take and eh around that good points you one of the questions that we got from Claire was around what else should shoot fracking besides he commerce and form
Submissions I think that hot jar recommendation is so important if you're...
40:05
submissions I think that hot jar recommendation is so important if you're whether you're seeing form submissions are not on a page really getting a better understanding of that user behavior they might be on the page and then jumping off know that there's optimization needed so I just wanted to turn that back into one of the questions that came up yeah most definitely and I've said it a few times on these webinars you can sign up for a free account I think you get like 14 days free but after that it reduces itself and you can track up to 3 pages for free with a couple of other bits of functionality so that's pretty cool as I was saying people might find budgets tight but there are ways of gleaning more information you're not going to get a full picture using free versions of certain software but you'll be getting more insight than you were by not using it so it'll highly recommend google optimizes super-easy we'll set up and you got good information for free as well there's also another tool that
Probably not as visually appealing as say a hot jar but a page analytics by...
41:04
probably not as visually appealing as say a hot jar but a page analytics by Google is a Chrome extension which is also free and so if you're on a budget or just getting started with kind of on-page optimization or heat maps that's that's a low hanging fruit you can install that you get some really good visual data on how users engage with your website so definitely recommend that as well as a supplement or alternative to some of the more enterprise level heat tracking type systems that's that's it yeah you don't think you hit the nail on the head and that's the thing it's like this there's so much out there that can be utilized and harnessed and as I said it's not about doing one thing it's about doing you know multiple things that will start to build that picture connect the dots and give you more more insight into you know what people are doing and moving around on your website and so cool hack time how do you unlock organic keyword
Data secure words were taken out of Google Analytics a number of years...
42:06
data secure words were taken out of Google Analytics a number of years ago a lot of you mites in not provided in the organic keywords section but there are other ways to help you unlock this goldmine of information so there's a little tool called keyword hero that's out there and it's here to the rescue this handy piece of software I hope you bring back keyword data into your Google Analytics you set up a new property and view for this instructions are included and I've actually written a blog article on our site a purple smudge if you wanted to read through that there's a bitly link at the bottom and in short key word hero helps connect the dots with missing organic keyword data in Google Analytics it helps collect data from Google search console and as this to your GA data and now you populate into your keyword data back into GA this gives you the power to see clear of what pages rank for what terms and this is a great starting block
To help you improve your content and so and that came up to was around like when...
43:05
to help you improve your content and so and that came up to was around like when experiencing a large tick and/or increase in traffic organic traffic what to look for I think the good thing to work to revert back to if you publish different sub content really looking into the keyword fluctuations maybe it jumped up into the Google answer box for something maybe you if you saw a decline in traffic maybe you fell off the first feed first a particular keyword so I think that's an important integration there also just wanting to address that question yeah definitely and so if we take that new keyword data or landing page data and the content that we've you know we've already created in this scenario if you're an SEM rush user or looking start using SEM rush it has the SEO content template in it a rise persistent and this allows you to enter specific keywords and content into this
Level page in front of you and then then it gives us Co recommendations of...
44:06
level page in front of you and then then it gives us Co recommendations of suggestions and competitors and then in the right side panel it gives you a readability score workout title issues content issues target keyword recommend they recommended keywords all attribute issues tone of voice consistency in originality and that you know if you're not if you're finding yourself in a situation where you're now writing content or looking start writing content this is a real help this is a real step forward if you're not completely okay with writing content and there's also cool little Google Docs add-on which can be used by team so you don't actually have to physically be in ACM rush to use this which is pretty neat and then so we'll jump onto Google search console search console tools and reports help you measure your size search traffic and performance fix issues and make it light shine Google
Search Institute in Google search results so what I would say is make sure...
45:07
search Institute in Google search results so what I would say is make sure you have the correct Google search console property linked to your Google Analytics account many times I've found that sides of migrated from HTTP to HTTPS yet they either haven't set up that Google search console property for the HTTPS well they haven't linked the HTTPS property so then you're you've got the wrong data in your Google Analytics account and some neat things you can do in there you can see which landing pages are getting the most impressions all these pages getting a good click-through rate are they getting any clicks at all you're spending time trading these pages right and content putting new products up so a couple of areas to focus on is if a page is getting strong impressions but not getting the clicks that you thought do you need to optimize that page further is there you know are they getting lots of impressions but maybe it's you know in the search results what you've put isn't enticing people enough
To draw them through are their content and keyword improvements that could be...
46:10
to draw them through are their content and keyword improvements that could be made to that page you can use this cross cross-reference and the search queries by landing pages and start to see where you can start to improve your content which is pretty awesome there's own there's another point Tristram there when it comes to Google search console that we find really helpful as well and that often the data that you get in there is like invaluable for doing audits of your existing content but often once you get in there and see the terms that your website is getting impressions for you'll notice terms that maybe you're not specifically targeting but the fact that you're already ranking for them on subsequent content is usually an opportunity where you can expand and create new content based off of those inadvertent ranking terms and so it's also a really good tool for content research and finding ways to expand your
Existing content yeah most definitely and it's like you're in my head because...
47:11
existing content yeah most definitely and it's like you're in my head because we'll cover some of that now so this is a lovely dashboard that I lead a member had last name or would like to pronounce incorrectly and I can share the link to this she's put together this dashboard on her website which you can download and use for free and so rather than having to you know mine your way through looking through Google Analytics you can take the search console keywords and ranking pages you can put it in a spreadsheet or you can use a Google Data Studio dashboard like this to view your data and sometimes any more consumable format it's whatever works for you and so what pages don't include these terms that you might be highlighting in front of you now and how can you strengthen your pages rankings by including these into your text or as Adam said do you find that this leads to new content that
You can start creating or even consolidate content depending on what...
48:12
you can start creating or even consolidate content depending on what you're finding and so we've got behavior section so I feel like we're running out of time quickly here so I'm gonna try and speed up a little bit in here you've got a great section so you can go into site speed suggestions and where the arrow is that highlight where there are some site speed issues and so by clicking that the way it says a total nine total it will then bring up this little process box and straight away give you back sight speed improvements it might be so just jumping through my size it might be stuff that you can do so just taking a step back page speeds can improve your website's rankings if you shave off that loading time here and there you'll be able to add that to your overall SEO checks you're making look at badly performing
Pages you know are there higher volume pages that are really slow you know...
49:14
pages you know are there higher volume pages that are really slow you know they're ranking well but you know they are quite slow but with some tweaks you know you might be able to get that working better and actually improve your rankings and what tweets can be made I see things like still people have crazy sized images on their website you don't see that through the eye but actually it's impeding your load time of your website and so that's something new you know most individuals could do themselves by resizing an image but it also might lead to if you're working with the developer if you a bit more developer minded then you can actually start working through some of these more higher-level issues and start to improve your pages site speed and page those fee and I'm sure there's a number of tests out there and a comment thumbs up my head but you know this tests that are done where it's like every second a page takes to load you're more likely to see people abandon so the
Quicker your page loads hopefully the more conversions you're getting on your...
50:17
quicker your page loads hopefully the more conversions you're getting on your site and then you can take this even further if you want to you can use tools like GT metrics Pingdom webpagetest and google lighthouse which again is a neat little chrome plug-in and plug-in on other browsers and so you know if you these are all the free to use just to get some very good information that again you can do yourself or you might be able to send off to a developer and really start to get your pages nice and shiny and working in a speedy fashion which makes your users happy and overall you know that makes everyone happy you should hope making more money gain more leads etc and then so lastly an area I really love and I just feel gets missed is site search this one my favorite areas in Google Analytics do you have a site search facility on your website do you know for visitors are typing into your
Site search and I'll give you a little example here so why is this useful say...
51:18
site search and I'll give you a little example here so why is this useful say you run a shop that sells teachers for example you sell white black blue and gray t-shirts yeah when you look in your site search data you can see there's a large volume of people searching for stripy t-shirts or green t-shirts yeah you don't currently stop those colors this could lead you to bring those products into your store also under the same circumstances say you do sell those stripy t-shirts and green t-shirts this may lead you to see the people are searching for these in the site search box so how's your navigation not working for people to find those products can you change your navigation your signposting on your website to increase visibility of those particular products that people seemingly are searching for and not being able to find once you've made those improvements you can start seeing people searching for those less and hopefully in turn making more sales and increase those and something which I always feels really obvious but I don't feel a huge amount
Of people do annotations in short annotations are like a storyboard of...
52:20
of people do annotations in short annotations are like a storyboard of your marketing and website efforts so over time I've found that you know speaking with potential clients they'll say oh we had a spike in traffic a year ago and what was that I think it was a newsletter was it a piece of press you know it's hard to remember we're at the moment what you were doing last week last month let alone a year ago to start looking compatible data as you can see in this example I just added in here now I updated content on page X or we send out Spring Sale email central customers on these particular days you've got enough to think about with your jobs so don't start having to store in you know when you did certain things and how they work just pop them in here you're sending an email tomorrow jump into Google Analytics leave an annotation and then you don't have to store that in your brain also things like people's websites go down for a number of reasons you might want
To pop in here news I on the website went down for an hour and then again in...
53:21
to pop in here news I on the website went down for an hour and then again in months to come you might go what was that dip oh it's because the website went down due to a server issue as an example so I can't say this enough please annotate because you also might leave a company and somebody else comes in and then this helps them get a storyboard what's been happening and so that wraps us up so question time well we have plenty of questions what things that came up around filters and IP addresses and some of those spam filters that we're setting up in analytics so let's see one of the questions in particular that came through was around is there a way apart from IP to spin to filter out some of those team members and thinking about everyone working from home right now how would you recommend going about that that's a great question okay firstly if depending if we look at
So yeah a lot of people are working from home depending on the size of your...
54:22
so yeah a lot of people are working from home depending on the size of your company Adam I don't know if you have a more efficient way of doing it hopefully you don't have too many people accessing the site at the same time and you don't have a huge team I would say it's someone should take responsibility for making sure they you know collate everyone's IP address add into the filters but also make sure you kind of do that if depending on how long we're still all going to be working from home or how your team's going to work how you do that on you know more periodical basis because they have an issue with your Wi-Fi breeze to turn it off turn it back on your IP address could change so you make all that air for one week you know everyone plays around with their Wi-Fi and then there's there's another issue next week and what your thoughts Adam yeah no it's a really it's actually a really great question and I see a I see a software application in the making here cuz it it's not it's not one I think that is easily tackled I think
Right now it's literally that's area where you'd have to go you know...
55:23
right now it's literally that's area where you'd have to go you know walk your staff through a process of getting their IP address whether it's static or dynamic is going to play into that so it's not a perfect scenario it's much easier in the scenario where you have you know two or three offices you find out the global IP you extract it from your data yeah that definitely is a new challenge that I think is probably going to become ever prevalent so there are any cutting edge software developers out there we just gave you your next product I entered trademark yeah well I would say quickly and I very rarely see it is if you can get someone to either be in charge of that IP address role but someone should really be looking at your data management like they should take responsibility if your Google Analytics data you know all these things I've talked about can just be set up in a flow you know if you're in a blessed situation every month but if not just make sure you're doing some of these
Checks once a year because yeah you could be losing opportunities money all...
56:25
checks once a year because yeah you could be losing opportunities money all sorts you also - this is where a segmentation of traffic becomes helpful as well because even in the scenario where let's say you can't exclude everyone that's in your organization their traffic you can make certain assumptions about them they they're likely going to be doing branded search because hey I need to go to my company's website I'm gonna do a branded search instead of typing the URL in so there's ways to extract that both in you know SEM rush and Google Analytics etc so that you you can build better profiles so at least you get some cleaner data even if you're not in the position to you know blacklist all of those IPs that's where segmentation is always going to be your friend when it comes to this stuff one of the questions that came up too was around how organizations
Are going about handling like who's owning Google Analytics and if there are...
57:26
are going about handling like who's owning Google Analytics and if there are multiple team members involved in that I know both of you are very familiar from an agency perspective but also maybe just getting insights into how your answer handling it or what you come across yeah that's a good question one of the things that we see a lot and this is where where we see an introduction of duplicate tags is a lot of small to midsize businesses actually often over rely on their agency partners for access to their data I I could you know I I could count on more than one hand the number of times where we've had to you know we've not been able to get that legacy data which is it's horrible because you know if you can't get access to the existing Google Analytics account or Google search console and it makes things a mess and so if you're a small to mid-size business and you are working
With an agency to help help you with the digital side make sure that you retain...
58:27
with an agency to help help you with the digital side make sure that you retain ownership even if they create it there is a way to create multiple admins on those accounts and so I would always ascertain that intellectual property because you never know when you're gonna need it yeah I couldn't agree with that more I've seen in multiple occasions that's GA data Google search console days or Google Ads accounts and I won't name names but some people have kind of been held to ransom words that we set it up it's as you want it you pay us yeah and I don't know where the people's minds has to change now but that's why I put right at the beginning of this presentation it's like check who has access to your account you know both Google Analytics and Google search console in this instance and make sure you it's you know it's owned or you have like top-level access and no one can cut you out and just make sure anyone who shouldn't have access doesn't have access because they don't
Need to be seeing that yeah that's another thing too one other quick...
59:30
need to be seeing that yeah that's another thing too one other quick question I think we can put it in here um someone has two different Google Analytics accounts can you merge them into one or should you can select completely what should they do with that legacy one that's the question that yes so this goes back to what we were just talking about it really depends on if if you have access to both of those you you should in theory be able to give yourself a co-administration and then essentially move that over that's how we've handled that in the past there's also what are called MCC accounts which are more on the agency side which allows you to administer a lot of accounts but yeah unless you don't have access to one of those two accounts in which case you might run into issues you should be able to give yourself ownership if there's to say email entities hopefully that makes sense yeah yeah that's why do green I can't we all ready ran out of time I feel like there's so much more to talk through but
I think that we should definitely encourage people to reach out to us on...
01:00:30
I think that we should definitely encourage people to reach out to us on social media if you do I'm sure we'll all be promptly answering you so feel free to reach out I think all the information is right in the webinar anyway so um we look forward to it thank you for everyone joining today apologies if I spoke too much give us some feedback because I'll be happy you know with these guys to come back and talk about certain elements more or as I said be happy to you know put together some video content that explains some of these areas in more detail I wanted just to give everyone you know a bird's-eye view of what's possible if you've not really delved into you know analytics or search console and how that can help your business yeah absolutely yeah thank you guys and I think there's a ton possible that's problem that probably is what led to so many different questions do so we can do deeper dives either on social media or maybe another round with us listen all
Right thank you guys thanks everyone for joining thanks everybody thanks everyone...
01:01:33
right thank you guys thanks everyone for joining thanks everybody thanks everyone right right

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