When it comes to optimizing your website and pages, there is one thing that every business owner needs to know – is it working? Relying on where you are on the SERP’s and the increase of traffic is not going to be enough for you to determine if your work is improving your site. Using tools that can analyze your site is a better bet.
We took a look at Why Google Analytics is a Must-Have for Your Business in a previous article and it is something that you definitely want to check out. For a free tool, the amount of information that you can capitalize on is amazing. You not only can see what is working on your site, you can also see what is not working.
By working with some of the issues on your site, you can use the information that Google Analytics gives you and use that as an identifying tool to help re-optimize the pages that may not be working as hard for you as possible.
Bounce rate – Your bounce rate is the percentage of people that come into your site but do not click through to any additional pages. By having a high bounce rate this tells the search engine that the site may not be offering content that the reader is interested in or it is not of good quality.
But that is not the only reason for a high bounce rate. It could mean that the click through was an error. It could mean that the reader was only interested in the one article and then left. It could also mean that your conversion statement was not effective.
The fact is reducing the bounce rate is something that you must work on. Take a look at your pages and make sure that there is a call to action. Make sure that the article is a quality and informative piece. Offer links from your article to other like articles so you can offer more in-depth information for your reader.
High traffic but Low Sales – If you have the traffic that is solid and increasing, but your sales or other conversions are not where they should be, check your call to action statements. Are you offering one on every page? What do you want your reader to do? You have to tell them and lead them where you want them to go.
Pages Visited – Take a look at the pages that your visitors are using to come into your site most often. Are they referring sites or direct links you have placed? Are they being visited organically? Can they bring better traffic? Do they need better optimization?
Now look at the pages that are not being visited. Why? These are the pages that need to be re-optimized in one fashion or another.
Issues that your site may be seeing can become positive opportunities to re-optimize a page. It doesn’t necessarily take much to help improve them. Small changes in titles, tags, or keywords can make the difference. Use the information gathered by Google Analytics to help you identify issues and improve so they will work for your site.
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