Learn how to measure and improve your content marketing strategy using Google Analytics.
I’ll start with a few core basics just to make sure we're all on the same page. And then we'll jump into some more intermediate and advanced tips, so keep reading or skip ahead, up to you! My overall aim is to give you at least one actionable take-away you can apply immediately.
There are lots of great tools for helping you with SEO – from researching keywords, to understanding what your competitors are doing and reporting on your website’s movement in search results. Now I’m not saying you should stop using those tools, but you absolutely need be using Google Analytics to understand what’s actually working once people find their way to your website. And you can even use Google Analytics for additional insights to tweak your SEO and content strategy.
Here are my top 11 methods for SEO reporting with Google Analytics…
It doesn’t matter how much you love data, there’s likely to be way more reports than you’ll ever need inside Google Analytics (there I said it). Sometimes it can feel like there’s a brand new report every time you log in. And then you might find yourself asking…
What do I do with all this data?
How can I use all of these reports?
This is where testing can make life easier by providing a focus. I’ll get into how you can begin testing in a moment, but to kick things off, testing allows you to measure the improvement that particular changes make on your website and landing pages.
If you’re running ads on Facebook, LinkedIn, Bing, Twitter, or any other advertising platform for that matter, you should consider bringing that data into your Google Analytics reports.
Importing this data allows you to compare the performance of your different advertising channels with ease. In a single report you can compare your advertising costs, engagement with your ads and even see if people are converting once they arrive on your website.
When you’re creating a goal in Google Analytics there is an option to assign a dollar value for each conversion. This can be really confusing, especially if you’re not selling something on your website. But even if you’re not actually collecting payments online, it’s still really, really important to assign a value to each and every goal you configure.
Being present on social media is pretty much mandatory for anybody wanting to make meaningful connections with their audience. It's a way to provide support, share stories and reach new customers, but how well is it really performing for you? What's working? And what's not working?
Google is about to launch a free version of Google Optimize 360 which will integrate with your Google Analytics and allow you to run optimisation tests on your website, quickly and easily. You can request an invite now. Once the free version of Google Optimize 360 is released (scheduled for October) you will be amongst the first to be able to use it to run A/B, multivariate and redirect tests on your website.
Success with AdWords requires investment (and I’m not just talking about dollars either). You need to invest in understanding the basics of AdWords, so that you’re running your campaigns in the right way. So if you want to avoid common mistakes and make your dollars work harder for you – you’re in the right place!
Want to move your Google Analytics data? Now you can!
The new Google Analytics property moving feature allows you to move your data into a different account with the click of a button (okay a couple of buttons) without having to change your tracking code and without losing all your historical data.
Lots of people have forms on their website and a lot of people ask me how they can track their forms (and form abandonment) using Google Analytics. There are a few different approaches to tracking forms, but one of the best ways is using Google Tag Manager. Google Tag Manager is great – it's flexible, it can streamline tag management but don't get me wrong – it's certainly not easy.
In this post you’ll learn 5 ways to present your Google Analytics data. We’ll start with some important basics (like using the dashboard options built into Google Analytics), before we dig in a little deeper and look at some more technical ways that you can create custom dashboards.