Strategic Marketing Blog

Google Analytics

Not Using Google Analytics and Console

Our e-book, 5 Common SEO Mistakes Found on Company Websites–And How to Fix Themprovides tools that can help your website drive better SEO performance and lead generation. In this blog, we focus on how Google Analytics and Google Search Console can help you track results to accurately track how well your site is performing.

Does your website utilize Google Analytics? What about Google Search Console? We often find that business owners are aware that they have Analytics on their site, but admit that they don’t do much with it. And when asked about Console, most have no idea if it’s implemented or not.

Before we go much further, I should be clear that just having them isn’t going to do you much good; it’s what you do with these tools that makes the difference. More on that below.

What’s the difference between the two tools?

Google Analytics

Google Analytics is a free web analytics service offered by Google that tracks and reports website traffic. In it, you can see such things as audience (e.g., the number of visitors, page views, session duration), acquisition (e.g., organic search, email, social), behavior (e.g., popular pages, site speed), and conversions (from such things as e-commerce or AdWords).

Google Search Console

Search Console (known prior to 2015 as Google Webmaster Tools) is another free web analytics service offered by Google. Its main purpose is to monitor Google Search results data for your website. In Search Console, perhaps the most important data that you have access to is the search terms that are driving traffic to your website. This data is often hidden in Google Analytics, making this separate account for Search Console worthwhile. Why is having these tools so important?

We find that a lot of marketers, because they wear many hats and stay extremely busy, launch a website and then leave it mostly alone for the next three to five years until a new website is built. They may add blog articles or new service pages when necessary, but they are missing the boat by not reviewing the analytics in these and other tools and making strategic decisions based on user activity on the website.

For example, perhaps our favorite function of Google Analytics is its ability to report on the most popular landing pages on your site. This is important because if you know which pages – service pages or blog articles – are driving the most traffic, you can make informed decisions about the topics your firm should add to its editorial calendar and in varying forms of content, such as blogs, videos, social media posts, etc. You could also make sure that you have a premium offer on those pages to attract inbound leads and support sales.

Click here for some examples of how analytics helped drive content decisions for our firm and for some of our clients.

To find out more about website development, SEO and other online marketing services, read our e-book, 5 Common SEO Mistakes Found on Company Websites–And How to Fix Them. For more information, contact Bob Goricki, Director of Digital Marketing, at 440-605-7234 or email Bob.

5 Common SEO Mistakes E-Book

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