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Giving SEO Value Using Goals In Google Analytics
Posted By Jen On September 27, 2010 @ 3:38 pm In Analytics | No Comments
The work that you do for SEO can at times be difficult to put a value on, so that’s when you need to use analytics to track the metrics that mean the most to you. For the majority of our clients we use Google Analytics since it is a powerful tool that is conveniently free. When evaluating your website it is important to understand what each metric means for your business, and set goals so that you can track your progress over time.
Setting up Google Analytics Goals
No matter what type of goal you are creating, you will need to give it a name, and verify that you want it to be active, and the goal set that it will be in. When naming your goal remember to make the name descriptive of what you are tracking. This will help you decipher the goal you want to look at later on when you are in the interface running reports.
There are three types of goals that you can set up in Google Analytics:
URL Destination: This goal is used when you want to know if a visitor has reached a certain page. The most typical use of this goal is when you want to track a conversion. A conversion can be anything that you need it to be, ranging from a purchase on an eCommerce site to an email list sign up, or a completed contact form for your sales team. No matter what you consider a conversion to be, it would be accomplished once a visitor reaches your confirmation/thank you page.
URL Destination Goal Details -
There are three choices for the match type of your URL goal:
Time on Site Goal Details
When using this goal you need to determine the threshold you want to track against. If you want to segment the visitors that stay on your site longer than two minutes so you can analyze their value, you can just set the details to be Greater Than, and enter 2 in the minutes box. You can also track visitors if they are on the site less than the threshold you’ve determined. Like the URL destination goal, you can set a goal value, but it is optional.
Pages/Visit Goal Details
This goal is very similar to the Time on Site goal. Before starting you need to determine your benchmark number of pages, and you can set the goal to track visitors that view more, less, or the same amount as the number you enter. An optional goal value can be entered to help you gain more insight into your overall ROI.
Goals can be used to track any metric that is important to your business, so don’t be afraid to use them. You can turn them on and off, but they can’t be deleted, so take some time before creating them to make sure that you are organizing your goal sets appropriately. Once you start gathering data, you will be able to track your progress, and find areas of your site that need improvement, which will help keep your SEO efforts moving forward. The best part is that when you’ve gotten the hang of setting up and using goals, you can start to use Analytics for more advanced tracking like Virtual Pageviews and Event Tracking, so don’t be afraid to start experimenting!
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URL to article: http://www.seoboy.com/giving-seo-value-using-goals-in-google-analytics/
URLs in this post:
 regular expressions: http://services.google.com/analytics/breeze/en/regex_ga/index.html
 http://www.mysite.com/thankyou.aspx: http://www.mysite.com/thankyou.aspx
 How to Set Up Basic Lead Tracking Goals for Your SEO Campaign in Google Analytics: http://www.seoboy.com/how-to-set-up-basic-lead-tracking-goals-for-your-seo-campaign-in-google-analytics/
 Discover How Goals Can and Should Inform the SEO Process: http://www.seoboy.com/discover-how-goals-can-and-should-inform-the-seo-process/
 Tracking Organic Traffic and Leads for Free Using Google Analytics: http://www.seoboy.com/tracking-organic-traffic-and-leads-for-free-using-google-analytics/
 How to Become Google Analytics Certified: http://www.seoboy.com/how-to-become-google-analytics-certified/
 When Google Analytics Offers Browser-Based Opt-Out Plugin, Will You Continue to Use It?: http://www.seoboy.com/when-google-analytics-offers-browser-based-opt-out-plugin-will-you-continue-to-use-it/
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