Setting Up Goals in Google Analytics
Obviously driving more organic traffic to your website is a huge goal for any SEO program, but driving more traffic only matters if it’s the RIGHT traffic. And the right traffic needs to convert! More website managers look primarily at closed sales to determine success, but there are a lot of micro-conversions you can track along the way to see how well your new organic traffic is converting. Remember, depending on what you are selling most people will need more than just a few minutes to decide to buy; they might have to visit your website time and time again before they do anything. Just because someone comes to your website from Google that doesn’t mean they are ready to buy right then and there.
One way to track those micro-conversions (and tie them back to your organic traffic) is to set up goals in Google Analytics. As Google says, “Goals let you measure how often visitors take or complete specific actions.” For instance, you can set up goals to track how many of your organic visitors download specific white papers, register for a webinar, signup for the company newsletter, schedule a demo with a sales person, and more. All of these micro-conversions happen as someone moves along the path to actually buying.
Tracking your goals in Google Analytics lets you compare the quality of your organic visitors to the quality of your direct traffic, social visitors, newsletter visitors and more. Which traffic source seems to have the highest conversion rate? For instance, if you look at the data below you’ll see that for one of our client’s organic traffic converts head and shoulders above all other sources of traffic. Even though organic traffic is a relatively small portion of their overall visitor count, it is by far the best converting source of traffic.
Seeing that data in black and white, thanks to setting up those goals in Google analytics, helps show the higher ups just how valuable SEO is. Perhaps this client is paying $5-$10 a click through their PPC program. As you can see PPC traffic conversions are on the lower end, even compared to social traffic (which is very rarely a strong source of conversions for most B2B websites). Knowing this, our client might decide to change up their PPC campaign and focus of different keywords, or even increase (or decrease) their budget to improve that conversion rate. Maybe they also decide to spend a little more time on their social media activities, even investing in social media advertising, since social traffic seems to be converting fairly well without much effort.
Setting up goals in Google Analytics is really simple and straightforward, and you can create multiple goals to track every micro-conversion on your site. This also gives you the ability to test different offers. For instance, does one white paper generate more downloads than another? That might be a good indication that type of content is resonating better with your audience than another. You could tweak your content creation schedule to produce more content like that and see how well it converts.
Categorized in: SEO
Like what you've read? Please share this article