Would you like to find out why consumers are not buying from you? Or would you like to launch a new product or service and start a marketing campaign? You may be planning to do all these but don’t know what consumers want. To answer your questions, you need to go back to the consumer.
You’ll have to collect data from them and that’s how market research comes in. Thus, market research is the act of assessing the feasibility of a new product or service. That’s how you discover your target market and gather the data to make informed decisions.
Market research is usually carried out by the individual company. The company can also opt to outsource an agency with experts in the process.
A market research project has three main objectives:
Search engine optimization and market research are important components of your presence online. This isn’t about the art and science of getting a business in front of the audience. It’s about ensuring that the target audience buys the product.
So where do you show up when you search your company on a search engine? Is it far down the list that it may as well not appear? Well, that’s what consumers also see when they conduct their search. To get good results on a search, you’ll need to be among the top 20.
That’s because most customers don’t bother to go beyond this point. Even being in the top 20 list is too risky. So you need to work on appearing in the top 5.
Note that market research is crucial in every stage of your business’s life cycle. And most of it is geared toward the consumer. So businesses that sell to other businesses must also understand the fears, pain points, and dreams of their audience. This can only be achieved through market research surveys.
B2B market research companies must explore B2B customers’ attitudes and motivations. They must also examine their behavior. This will help to inform strategies for businesses that serve other businesses.
The data collected can be helpful for various reasons including market segmentation. As well as brand development, measuring performance, and understanding the customer’s journey.
Market research will help you to develop SEO strategies to boost your online presence as mentioned. Below are ways in which that can be done:
Search results used to be about keywords. However, more emphasis is now being placed on the quality of the content. For this reason, search engines are giving more power to sites that are well-linked and rich in keywords.
This means that the more inbound links you have from other sites, the higher you get ranked. Market research helps with the creation of quality content. Content that customers will find worthy of sharing via email and external links.
In short, a good understanding of your customers plays a key role in the success of your SEO strategy. The knowledge brought by market research leads to higher quality content. As well as relevant keywords. This will take your search rankings through the roof. It will also make you a trusted source of information.
Note that when customers search for you, they are competing with thousands of other web pages. So optimizing your content and site is an important SEO practice. But if you’re not using the right keywords and phrases, your site won’t pop up.
Combining SEO and market research will give you an in-depth look into what information your audience needs. It will also give you insights into how they are looking for that information. This will enable you to build a well-constructed website. You will also get good search results every time customers find you online.
One of the goals of market research and SEO is to help you get ahead of the competition. This can be achieved by attracting more customers with targeted search phrases. Also, by knowing what the competition is up to.
It’s through market research that you’ll know the keywords that your competitor is ranking well for. That’s how you know the phrases they are focusing on in their searches. You’ll also find out what relevant topics they aren’t focusing on. You can take advantage of this by targeting long-tail keywords.
Google Analytics is a web analytics service that gives you statistics for SEO and marketing purposes.
Companies use this tool to track performance and gather insights from visitors. It helps in determining the top sources of user traffic. Including gauging the success of marketing activities.
As a company, you want to understand your audience. Then use that knowledge to strengthen your marketing strategy. To do this, you need Google Analytics to uncover tremendous amounts of data about your site. This data is what will help you to improve your marketing and development strategies.
There are three areas you must pay attention to when using Google Analytics. That’s acquisition, behavior, and audience:
Paying attention to the three sections helps companies to save time when using Google Analytics for market research. The information found helps in making impactful decisions. You get to understand which marketing efforts drive more web traffic.
Examining these sections also gives you the insights to make smart marketing decisions. These decisions are made concerning the tone, type, and placement of the content on a website.
Google Analytics is a powerful tool for businesses. Paying attention to your audience enables you to create content that you know they’d want. It enables you to come up with a customized relevant site experience for your customers. This serves to keep the visitors coming back for more.
Hiring a full-time digital marketer or SEO consultant will help you to test the value of SEO. With the help of Google Analytics, they will prove the value of SEO for your business.
Now, Google Analytics doesn’t have all the features when compared to other tools. But, it’s free and you only need some patience to utilize its full potential in tracking SEO rankings.
If you are a business owner or have a website to run your online business, it is necessary to track your website performance to find organic traffic, sales, and leads. Always make the best to grow your business with potential audiences. As people spend most of their time on the internet, your website does a lot more than display your product. Collect the website data with powerful SEO tools, and Google Analytics remains the best tool to track your performance.
Google Analytics provides an enormous report of your website that shows a clear view of your website performance. Use this powerful tool to shape your business and gain more conversions. GA is an extremely free tool that helps every website owner rank higher on search results.
Before entering into the brief discussion, let us know about an intro to Google Analytics.
Google Analytics is the web analytics tool offered by Google to analyze your website performance and boost organic traffic. There are no restrictions to using this tool since it is entirely free to use. There are dozens of metrics available on Google Analytics to track your website traffic and ranking.
However, Google Analytics measures the click-through rate, the average duration of a visitor on your page and monitors their actions. GA provides various types of reports that provide an in-depth analysis of your website’s performance. It helps you to gain the attention of your target audiences.
Are you ready to monitor your website? Learn the guide and know the important metrics of your website that you get from Google Analytics.
There are 8 powerful metrics in Google Analytics that help to find the website ranking, organic traffic, and other analytical data for your website growth.
Tracking your website performance is necessary to understand the working of your website on the search engines. Users are the number of people visiting your website. Google Analytics provides the metric of users visiting your website. Generally, GA categories users into two. One is new, and the other is returning users. Return users are the audience who visited your site again.
Google Analytics provides accurate data about users visiting your website. Though the same user uses separate browsers or devices, Google Analytics considers them as separate users. Navigate into the Audience -> Overview section, where you will get the right metric of your user including additional information such as users, page views, number of sessions, bounce rate, average duration, etc. Therefore, by knowing your user metric, you can analyze and make improvements for your website growth.
Sessions in Google Analytics refer to a group of users interacting with your website or the user entering your website through a campaign. A user session is taken into account if they spend time on your page and ends with an inactive time of 30 minutes.
Sessions are entirely different from user metrics because a single user can make more sessions. The metric helps to find the effectiveness of your campaign and make changes to increase the count. Go to the Audience tab and click on the Overview tab to see the overall session in the Google Analytics tool.
Page per session on Google Analytics is the number of pages a user views during their session on your website. The higher number of page views for your website increases your audience’s engagement rate. An increase in page views shows that your content makes audiences more interesting, which makes them navigate more pages.
While evaluating your website session, ensure that your website provides a pathway for your audiences to navigate other pages of your site without leaving. Create your website as a guide by providing trustworthy information that drives higher credibility with more conversions. To access this metric, navigate to Audience -> Overview in GA as you did in the previous one.
With the help of device metrics, you can find the number of users visiting your page either through desktop, mobile phones, or tablets. Since mobile and desktop users are important to evaluate your website’s user experience, the device metric plays a major role in it. If you are investing your time and efforts in optimizing your website, it is necessary to know the data of the device that your users use during your website visit.
For instance, if you find your visitors using mobile devices on a large scale, you can make your future content and design favorable to mobiles. So, the device metric is more important to prioritize your efforts in optimizing your website. Know this metric by navigating to Audience -> Mobile -> Overview to see the result in GA.
Finding the pageviews of your website is a crucial part to drive higher traffic. Pageview metric in Google Analytics provides the number of views your website gets on a single page. The pageview count also increases if the same visitors get into your page again.
On the other hand, with Google Analytics, you can also get the metric of unique views of users visiting your page. For example, if a user visits the same page many times, Google Analytics considers it as a single session and takes it as one pageview.
To access the data, move on to the Behavior -> Overview section and find the unique page views. If you want to know the top viewed page of your site, tap onto Behavior -> Site Content -> All pages.
The bounce rate in Google Analytics is defined as the single page session for your site. If a user visits your website and then leaves your site without performing any actions or interactions, the bounce rate for your website rises. The bounce rate affects your website growth if your goal is to drive organic traffic.
How to reduce the bounce rate? Create compelling content with the right keywords and increase the count of backlinks with a powerful SEO strategy. While doing so, the bounce rate reduces, and you get an opportunity to grab the visits of your target audiences. To know the bounce rate of your website, move to Audience -> Overview. Also, to know the bounce rate for individual pages, navigate to Behavior -> Site Content -> All Pages.
It is the metric used to find the total time that a user spends on your single page. With this metric, you can know whether the target audience shows interest or not. If you find your audiences not showing interest, you can create informative and engaging content related to your business.
Get the average time data on your single page by tapping into Behavior -> Site Content -> All Pages and find the metric on the average time on a page column. Since the competitions grow higher on every business, it is important to concentrate on this metric and prepare engaging content favorable to your target audiences to increase the organic traffic with a rise in ROI.
The exit page refers to the last page that your audiences view before leaving your website. With this data, you can identify which page tends the visitor to exit your website and optimize it with wealthy content. The exit metric not only provides an opportunity to make your website better but increases your conversion rate also.
For instance, if you find your checkout page is the exit page, then it has some issues. Find it and fix it immediately to prevent lowering your site performance. To find the data, navigate to Behavior -> Site content -> Exit page.
Google Analytics provides you with the 100% accurate metric that helps to find the right areas that need improvement in your website. The above mentioned metrics are essential to improve your website tracking and increase your website’s functionality.
Whether you are a startup, or a small business, using Google Analytics monitors your website performance and keeps you effective in online business.
Google Analytics is by far the best website tracking tool out there. If you haven’t taken the time to really understand how to use it and you are serious about your website traction dive in and take a look at the different variables the data can provide you. One area of Google Analytics that people tend to overlook is the content analytics portion. If you are a power blogger or have a great deal of website content you can see just how effective your efforts are through using this free tool — data like this can be priceless.
You can view everything from time on page to bounce rate and everything in between.
In this Google Analytics YouTube Video they discuss just how important it can be to track all your content.
There is no doubt about it, website marketing is absolutely crucial when it comes to any sort of success online these days. Facebook type growth only comes around once every generation or so. These days, strategic marketing for a website is just as important as having a professionally designed website. With that marketing comes the need to measure how your marketing works which is going to be important if you want to understand just how well your efforts are being executed. I have seen people spin their wheels until they were blue in the face and still not a single positive result occurred from their actions. It is always important to understand what is working and what should be kicked to the curb.
Keep in mind that success online must align with your business goals. For some companies it is just branding, for others it might be rankings and for some they just want the phone to ring a bit more. Everyone has different goals and your website marketing efforts should always align with those goals.
Here are some ways you can measure your website marketing effectiveness:
There is this great little program (sarcastic voice) called Google Analytics that can show you all your website traffic for free! If your website marketing effectiveness is heading in the right direction Google Analytics will show you. It identifies all your traffic, where it is coming from, what type of browser people are using and what geographic location most of your traffic is coming from. A wonderful tool that can give you an enormous amount of insight.
Google Analytics Screenshot
If your marketing efforts are directly executed with a rankings goal in mind there are ways to measure those rankings properly. Keep in mind that Google hates rankings driven marketing efforts because they take it as a direct manipulation of the search results. With that said there are numerous ways to still take a quality approach to increase your rankings utilizing good, solid marketing & branding efforts. There are even different software solutions that can help you identify where your rankings sit and how they move each month.
Here are a few:
Industry influence is something that is very important when it comes to website marketing effectiveness. How do people perceive your voice? Do they listen when you speak? These are important questions to ask yourself when marketing your website online. When you are marketing a website your voice is all you have. That voice either has weight or it doesn’t. One way to build up that weight is through content marketing, social media and having an active blog. Online influence is not something that occurs overnight but there are ways to measure that voice.
Here are a few ways to measure your online influence:
If you are still not sure how to use your Google analytics data don’t worry it might just take some time to get acquainted with the data flow. The good news is that Google has a great Google Analytics YouTube Channel catered towards helping people understand different elements of their program by watching short helpful videos. Google realizes that not everyone will be able to just dive into their analytics program so some important education might be required. Who doesn’t like to watch videos?
In this video below the folks at Google discuss a variety of questions that user sent in which might help you on your website journey.
Here is a little recap summary of where the questions roll in directly from Google:
If you haven’t had a moment to take a look at the new Visitor Flow section in your Google analytics account take a moment and take a look at it. Google has recently released a new feature that shows you the flow of traffic through your website utilizing visual tools, awesome. You can see how a visitor enters and how the interact with your website directly which can bring a boat load of value when trying to determine website efficiency.
“So we are releasing “Flow Visualization” in Google Analytics, a tool that allows you to analyse site insights graphically, and instantly understand how visitors flow across pages on your site. Starting this week, “Visitors Flow” and “Goal Flow” will be rolling out to all accounts. Other types of visualisers will be coming to Google Analytics in the coming few months, but in the meantime, here’s what you can expect from this initial release.”
The new visitor flow visualization tool in Google Analytics allows you to see the point of entry of a visitor and how they navigate through your website.
We all understand that businesses want and crave great search engine rankings but seriously at the end of the day you have to ask yourself what is the most important aspect of building your brand online, is it the search engine rankings or the actual quantity of people making it to your website? Call me crazy but I would think that looking at raw data that shows you exactly how many people are making it to your website and where they are coming from would be much more superior to just telling me where I appear in search results. Rankings should not be used a measurement for success. You can rank for hundreds of keywords that never bring you any business. The goal should always be to bring in qualified traffic over anything else.
Let’s take a look at some of the most important pieces of information that are given to you when you use Google analytics on your website:
Depending on how savvy you are with your website you can find out exactly what browsers people are using to view your website. This is important if you make many design & development changes to your website because often times a site will display a little differently between the various browsers. If you have errors in certain browsers you should fix them as quickly as possible.
Don’t you sometimes wonder where exactly people are finding your website and how they are getting there? Analytics information will tell you exactly how they are getting to your website every single day by letting you know which sites are referring traffic to you. These referring sites are usually the result from a direct link sitting on another website somewhere. It is important to understand which sites are sending you visitors.
You can see page by page how long people are hanging out on your individual web pages. Is it a second? 5 minutes? What is it? This is extremely valuable information to the overall success of your website. If the majority of your traffic leaves after just a few seconds on your important pages you know that you have a problem with that particular page. Sometimes it might take multiple tweaks to the layout of a page before that bounce rate comes down.
What keywords are working for you? Do you spend a great deal of time targeting a few select keywords that do not generate any rankings or traffic? Analytics data will tell you whether or not your keywords are working for you how they should. You can clearly see what types of keywords are sending you daily visitors which is important because you need to understand how your website is helping you grow from a visibility standpoint.
We recommend using Google analytics because it is free and very powerful. You get raw data right from the horse’s mouth that is extremely accurate. Analytics information will allow you to make calculated decisions on how to change your search engine optimization efforts. Try it out and use it for a little while. You will quickly see that it is a very important aspect of online marketing.
Most website owners have heard about Google analytics or at least understand that they need it but there is still a percentage of website owners that really do not take the time to look at the data on a consistent basis. The data in Google analytics is extremely important to look at for many reasons and if you don’t you could be missing out on very valuable website tweaks that you could be making to increase the efficiency of your website.
The best part about Google Analytics is that it is a free tool you can use all you have to do is apply the code that Google gives you when you set up an account on your website and after about 24-48 hours it starts to pull in a variety of useful data you can use to your advantage.
Have you ever wondered how many people come to your website on a daily basis? Google analytics will give you the exact amount of unique visitors on a daily basis. You can set your parameters to see trends over a period of time or simply day to day.
This is an important one because if your traffic is visiting your site and leaving fairly quickly you are going to want to see the data on this. Whether it is the homepage or just an internal page you will want to see how long people are hanging out. The difference between a few seconds and a few minutes could be a great deal of sales or leads.
If you ever wanted to attempt to put an ROI figure on your SEO efforts and you have never really explored analytics you will find this area very beneficial to the future growth of your business. You can see where all your traffic is coming from and for some you can actually go visit the referring link just to see where the link is sitting on that particular source.
Have you ever wondered which keywords are pulling in traffic for you? Many entrepreneurs online have older websites that rank very well naturally but the owners have no idea which keywords actually pull in traffic. Google analytics provides the information on your website so you can understand which keyword (s) bring in traffic and which do not bring in any traffic at all.
These are some of the more important everyday areas to look at when using Google analytics and these 4 really just scratch the surface of this extremely powerful business tool. There are many paid analytics tools out there for business owners to use but in my opinion Google analytics is probably the most powerful and useful and if you use any Google PPC you can track your conversion rate for all your hard earned dollars very easily.
If you want to learn more don’t hesitate to stop by Google’s YouTube channel to learn more.