by Scott Jemison
There is a wealth of information available through Google Analytics. It can provide you with a number of insights into the traffic coming to your website; such as, what your visitors are searching for and which pages hold their attention and which don't.
In previous posts we have examined a number of different aspects of web metrics and internet marketing strategy. We have touched on traffic sources and informative web metrics.
The world of internet marketing can seem daunting and confusing. And, unfortunately, there is as yet no definitive guidebook to navigating SEO. Rather, there is an almost daily debate among professionals as to what is working and what isn't.
The most important thing to remember when dealing with your internet marketing strategy and the information provided by Google Analytics is to put it in perspective for your particular business.
For instance, don't be discouraged if you are a service provider and your website sees high traffic but your bounce rate is high. If you have placed your contact information prominently on the site and are receiving calls then the website is performing well.
Likewise, if you have good time on site numbers and low bounce and exit rates but your traffic is slim, this indicates a great opportunity for growth. You should look at PPC and SEO for strategies to increase traffic.
As I said in the first article, "Google Analytics - What Do They Mean to YOU?", Google Analytics can provide a very comprehensive picture of your web traffic. The important thing is to look at those numbers in context of each page and its purpose.
You might surprise yourself.