Why Understanding Google Analytics Is Important For Your Business

By | April 11, 2011

Google Analytics is an absolutely brilliant tool that can give you a real insight into the people viewing your website. Even if you are not actively engaged in SEO or any online marketing, I believe that understanding your website visitors can give you some great business clues. It might be the case that you have done a lot of promotion and PR in the past, or perhaps you are looking to hire an SEO consultant and you’d like to get a better idea of what’s going on.

Alternatively, maybe you have a website and you’ve never promoted it, nor wish to at any point in the future. If that’s the case then I still think that looking into your website traffic could be useful. Unlike off-line PR, through the use of Google Analytics you can track almost anything. It’s so easy to find out who’s talking about you, and also what sort of people might be looking at your website.

Who’s Talking About You?

By looking at the referrals report in Google Analytics, you can easily find out which other websites have linked to you and subsequently sent you traffic. If you’ve had some PR work done in the past, this is a great place to start finding out how successful it may have been. On the other hand, maybe you’ve suffered from some negative press and you want to find out the extent to which it may have harmed you online. Again, using the referrals box you can start to see if any major websites have picked up on the story and sent you traffic as a result.

What Are People Interested In?

You might think that your new video blog is the best thing since sliced bread; in fact your mum might also be saying the same thing. But what do your website visitors think? Using the content report you can get a quick and simple overview of what your traffic is looking at. This is great for e-commerce sites, or site’s advertising different services as it gives a really good insight into what people are actually interested in from you.

Is Your Website Doing The Job?

A website shouldn’t just be a pretty accessory that you have because someone once told you that you needed one. A good website should work for you, bring in money or generate new leads. Whatever your business goals are, then your website should be helping you achieve them. As a first step, look into the average time on site and average page views to see if people are looking around, or are they just bouncing straight off and into the arms of a competitor?

If you want to go more advanced, I’d highly recommend setting up goals as this will really help you track how productive your website is. You can track almost anything, from a contact to a sale. If you have a particular and specific goal for your site (new leads, sales etc) then you’re missing a trick if you’re not using goal tracking.

All of the information above is pretty basic stuff, but over time when added together should help you build up a true picture of how your business is growing online.

This post was written by PAAM, an events management software solution for large scale volunteer recruitment, and event staff recruitment.