Google Analytics: Understanding and Segmenting Organic Traffic

More often than not, businesses managing their own SEO seem to have their Google Analytics set up all wrong. Incorrect implementations often tend to lead to gathering of false information — and subsequently the generation of wrong assumptions about organic traffic, your overall strategy and how your visitors convert on your website.

Here are a few key suggestions on how you can join hands with an experienced SEO company UK to use Analytics effectively to gain better understanding of your organic traffic.

• Place all Site Traffic for a Website under a Single Analytics Property ID

A common implementation error involves websites using different property IDs for the same website to segment information within profiles. This is most common with SaaS sites or customer portals where visitors are expected to log into a separate area to access information. Owners’ tend to assume that separating IDs is a great way to allow owners to segregate the traffic and understand how each area performs specifically.

However, the reality is that this approach can generate incorrect data. Furthermore, having separate IDs means that your data tends to get lost when transitioning in between two accounts. It is important to note that just like Google AdWords, Analytics also follows a hierarchical structure.
The ID typically sits at the property level and is used to communicate all kinds of visitor information pertaining to a specific analytic profile. After creating an ID, one can create multiple views that help filter out specific types of traffic.

• Setting up Goals

While most SEO objectives become more about the rankings; what truly matters is how our traffic converts. We also want to know how we can increase a high intent/ converting traffic. Setting goals is an effective way to begin measuring that.

It is surprising how few companies actually utilize goals in Google Analytics or don’t have them correctly set up. By changing this, your service provider for SEO Leeds will be able to better ascertain if your organic traffic is meeting your business objectives. With about 20 goals to use, they can be just about anything.

• Activating the E-Commerce Tool

If you are selling a product through your website, this tool is a must use. This module takes you a step above the goals feature and allows owners to view real-time sales information along with Analytics data.

• Enabling the Bot Filter

A relatively recent addition to Google Analytics, this feature allows website owners to filter our bot and spider traffic from your analytics results. While filtering out this data may initially seem like a bad move due to the perceived effect it may have on your organic traffic statistics; it is equally important for you to isolate behaviors of organic traffic to assess the true potential of conversions.

In addition to this, setting annotations is a helpful way to make note of important changes on your site and remember them when reviewing traffic. Also remember to activate in-market, demographic, and affinity segments so that you can gather critical information to reach out to specific traffic. By partnering with the right experts, you will be able to leverage various tools on Google Analytics to create effective SEO strategies.

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