Two Google tools to check the ROI from your website

Where do we search?

So you have built your website and you now want to make sure that you are being found for the right search terms. How do you do that?

When we have a look at the stats to find out where your new visitors will be coming from, it’s a bit of a skewed market. The chart below shows that as of Feb 2020 the UK search engine market share sits about 92% of queries being performed on Google. So when we want to understand how website visitors are finding you, a couple of Free Google tools really help to show you the users’ journey: Search Console and Analytics.

Search Console

https://search.google.com/search-console

From their ‘about’ page, Google describe Search Console as “Search Console tools and reports help you measure your site’s Search traffic and performance, fix issues, and make your site shine in Google Search results”

To get started with this service you will need to verify your website either via a DNS record (recommended) or by adding some code to your website (HTML file upload, custom meta tag, Google Analytics script). Although the DNS route may feel daunting, this is highly recommended as verifying this way will allow you to see data for any protocol (http, https,ftp, etc) and any subdomain (www.,mobile.,blog.,etc.)

As we are seeing data from Google’s organic search results this is a great tool to understand the search keywords that your website visitors have used to find your business, and how strongly Google thinks your content stands up against your competitors.

The data that we can see includes:

  • The total clicks you have received from organic search
  • The total impressions that you have shown
  • Your average Click Through Rate (CTR)
  • Your average position.

There are a lot more tools in Search Console to make sure that you are structuring data in a readable way for Google, and if you want to learn more….. Book onto one of our training workshops

Google Analytics

https://marketingplatform.google.com/about/analytics/

Once you have the website visitors browsing your website it’s time to find out what they are doing… That’s where Google Analytics steps in.

Google Analytics Logo

By adding a little JavaScript snippet to your website, you can send data across to Google Analytics to understand which pages your visitors are viewing, what type of device they use, what are your busiest times of day, whether external marketing (Social, Email, etc.) are working.

This data can be invaluable in making decisions to improve your website and as such improve your user experience which should then turn into higher conversion rates and better return on investment (ROI).

For one example, let’s look at the device that your website visitors use… We have all heard of responsive design, which is the means of making sure your website works on desktop, tablet and mobile. This is great as it means that you only have one website to update no matter which device your website visitor is using.

In responsive design, it may be the case that you have four columns of content in desktop view, which switches to two rows of two columns on tablet, then one column on mobile, and no matter the device width, the user can view the website without “pinch to voom”. The issue comes, when through your design decisions, you have placed your call-to-action (CTA) in the forth column, and your website visitor never gets to see it as it ends up at the end of the document.

Through Google Analytics we can understand this and make sure that you build a website that works for you rather than wasted time and effort.

If you want to find out more, book onto our Making Your Website a Success – SEO & Analytics workshop to give your website the best start.

Neil Batchelor

I currently wear a few hats! Well, apart from being lead organiser of wpcoventry, I am also an ICT Business Advisor with the Coventry and Warwickshire Chamber of Commerce where I help SME with all things digital. Then in the odd few minutes that I have left(!), I am the Technical Director for EncodeDotHost which helps businesses across Coventry and Warwickshire make the most of the web.

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