Google Analytics Will Make You A Smarter Business Owner

Whether you’re already using Google Analytics or seeing the term for the first time, we think it’s time for you to take a look at how it can make you a smarter business owner. We put together this quick presentation covering the highlights with the hope of inspiring you to put this FREE tool to better use in your own business.



Your website is one of the critical points of interaction between your business and your customers. For a lot of organizations, it’s one of the critical determinants of success.  But it can be hard to know how well your website is doing or who’s using it.


After all, what do you really know about your website visitors?

  • Who are they?
  • How are they getting to your site?
  • Once they get there, what are they doing?
  • And when are they doing it?


Google Analytics has these answers. By giving you greater insight into who’s using your website, how they’re getting there, and what they’re doing, Google Analytics can help you make informed decisions about your marketing strategy and web design.


Audience Reports will give you information about who is visiting your site and how long they stay. That includes demographic behavior like what country, state, or city they’re from, and what language they speak. It also includes behavior information like whether they’re a first time visitor, a frequent user, or someone who visits using a mobile device.

With this information, your business can ensure that you’re spending your marketing budgets in the right place and make decisions that grow your business.

For example, a pizza chain can tell whether or not they’re launching the right local ads by looking at whether the number of visitors has gone up since they started the campaign. And if they know that a high percentage of visitors are from a nearby town, they might hire an additional delivery person to cater to that area.

Or, to take another example, a retail website can determine whether they need a mobile website by looking at how many people try to use their site from a mobile phone.


But you don’t just want to know who is visiting. You also want to know how they’re finding you. Traffic sources lets you determine which search engines, blogs, or social networks are driving most of your traffic. Do you get a lot of traffic from Google? Bing? Or Yahoo? Google Analytics can tell you.

You’ll be able to determine whether you have a presence on important search engines and social networks. And you can make sure you’re focusing your hard-earned money on the right marketing channels.

For example, if a business discovers that Google AdWords is driving 85% of their website traffic, they know it’s critical element of their online business and shift more of their dollars to that search engine. Or, maybe a restaurant discovers that a certain blogger has been recommending their food and driving their food traffic. They could shift marketing dollars to see if they can advertise on that web page. When you know which sources drive traffic to your website, you can spend smarter.


But once they get there, how do you know what they’re doing? How are they engaging with your website? What valuable actions are they taking? Content Reports can help you understand the engagement level of your visitors, and whether your website is doing what it’s supposed to do.

  • How many people look at the different pages (page views)?
  • How much time do they spend there (time on site)?
  • And how many of them leave the site without browsing any additional pages (bounce rate)?

When you know what’s working, you’ll know which pages to use for featuring content that makes people take action. For example, if a business discovers that one page is more popular than others, you can use that page to feature new content, offer special deals, or drive visitors towards purchases on your site.

Or take a business with a different problem? Maybe they discover that their home page isn’t driving people towards purchases. Now they know that they need to fix it, maybe re-design the page, and make sure that people are getting to the right information.


Google Analytics can also tell you when these events are taking place. Are you spending your marketing budget at the right time of year? By identifying important seasonality patterns, you will be better able to market your business smarter at the right time. For example, if a flower shop discovered that most visits happened in the spring, they could additional stock and more staff to handle the requests.


You can also set goals to help you understand whether your website is doing what you want it to do.

This includes several different types of goals that can meet the needs of all kinds of websites.

  • URL destination – e.g. thank you page that signals a sale or a quote request
  • Visit duration – how long did they stay?
  • Pages per visit – how many pages did they look at?

This can help you understand your conversion rates and assess whether your website is helping you meet them.


All of that insight is possible with Google Analytics – and it’s not only possible, it’s actually easy to do, especially with the help of your agency. This information is available online in easy-to-read charts and reports. You can use it, share it with colleagues, and make better decisions with a few simple clicks. And for most businesses, it doesn’t even cost anything.


These are just a few examples of the difference Google Analytics has already made. As a small business, we know you face hundreds of challenges online and offline. That’s why you should focus on what you can control, and put your website to its best possible use.

Google Analytics can help you do just that.

All Dressed Up and Nowhere to Go – Why Your Website Isn’t Working

All Dressed Up and Nowhere to Go – Why Your Website Isn’t Working

You understand that the internet is important to local businesses. Nobody had to talk you into building a website did they? In fact yours looks fantastic. Great graphics, good colors a fair amount of text, everything about it looks professional. So why aren’t your phones ringing off the hook? Why hasn’t business picked up? When you run an ad in the local circular you get at least a few people visiting you with the 10% Off coupon you ran in their hands. Why isn’t anyone visiting from your website?


Build it and they will come is not a viable internet marketing strategy unless you can arrange for a little Divine intervention. Think of your website as that coupon you ran in the circular. The coupon by itself, attractive as it is, has no value. The coupon doesn’t start sending business to you until the advertising company sends it out to their mailing list. When that circular reaches the people on the list, and only then, your coupon has the potential to influence and drive new business.


What “Mailing List” Do You Use On The Internet?

So it’s pretty obvious that the coupon is successful because it is being sent to an audience. Does that mean you have to pay to have your website sent to an audience? Well you can through email marketing and other forms of paid online advertising but you don’t have to.

In a sense, your website has already been “sent” to literally billions of people and it arrives at their homes the moment they log on to the internet. If your website has been indexed by the search engines, then it’s already in this giant circular, or database. Now you’re just waiting for somebody to flip the page and find you.

Think back to your coupon for a moment. When that circular goes out how many pages is it and how many ads are included? Ten to fifteen pages and maybe 60 to 80 ads? Well your internet “circular” consists of billions of pages and billions of ads. So how do you compete against that?

The front page of your local circular is the most expensive ad placement right? And the reason for that is because everyone sees it even if they don’t go through the rest of the circular. Let’s say you have a chiropractic practice. The reason you’ve never paid for that first page is you have no idea if the person who sees it needs your services. But what if the ad company could guarantee that your first page ad would only be delivered to people who had just hurt their back and were in the process of looking in the Yellow Pages for a chiropractor? You’d pay big bucks for that right?

How To Get On The First Page Of The Internet “Circular”

That targeting, that being exactly where you need to be at exactly the right time is the mega advantage of the internet over any other type of marketing. Put another way, your website is only seen when a searcher (potential client) has a need or interest in your services or products.

So how do you do that?

The search engines like Google and Yahoo have come to understand the importance of local search. The internet has become the number one resource for researching goods and services that are purchased from local brick and mortar companies. As a result, they have changed the way they evaluate websites and their content when deciding who to return as the first result of a user’s search. No longer is it just a question of matching keywords and building links to your site.

New Food For Google Spiders

There are entirely new techniques and requirements to be ranked on page 1 of the search engine results. If your site doesn’t incorporate these techniques it is unlikely to rank well in an organic search and you are missing out entirely on the huge business potential that the internet represents.

Right now you’re pretty frustrated right? How are you supposed to keep up with these changes? You’re not in the search engine business but you want the leads that the search engines can bring.

What if you had a website that was optimized for local search? What if that design could automatically update your site and keep it relevant in the eyes of the search engine? What if you could optimize not just the home page but a specific page offering a specific service or product?

Well you can and all it takes is someone who knows and understands how local search works. If you would like your website to start generating business for you, if you’d like to be on the first page for searches initiated in your local area, then you owe it to yourself to start with a website that is optimized for local search results. Your lonely website will thank you. – Discover, Create, and Share Microsoft Office documents with Facebook Friends. – Discover, Create, and Share Microsoft Office documents with Facebook Friends.

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