I’m a visual thinker; I love looking at images. If I think about my search behavior, I catch myself looking at images quite often, for instance when I want to know what city X looks like. Or if I’m looking for a product I’ve seen somewhere, without knowing the brand or where I can buy it. You can imagine that there are a couple of cases when an image says more than a thousand words (I know, cliché) and that image search can be more useful than an overall search. The question is: how can I find out if I get traffic from image search? Let’s find out!

Google image search

First off, some basics: what’s a Google image search? Google offers a search service that allows you to search the world wide web for images. You can go to https://images.google.com/ or just click on the images tab on https://www.google.com.

yoast seo - Google Image Search

If you search for Yoast SEO in an image search, you’ll see something like this. We consider our images very important and put a lot of effort into them, as you can see in our awesome illustrations. They’re an important part of our branding, a lot of people recognize Yoast just by looking at the image. But for search, images are less relevant for us. People searching for our SEO plugin or one of our SEO courses won’t use image search. The same goes for a lot of SEO terms people search for.

But for businesses that depend heavily on images, image search is a vital part of their marketing. For online shops, travel agencies and food blogs, for instance, image SEO is important. And if something’s important, you want to know how it performs right?

Image search traffic

If someone clicks on an image in the Google image search results and decides to click on the link that directs you your site, you can detect this data in Google Analytics. And the way to do this is actually quite simple! I’ll show you how.

If you want to know how people end up on your website, the ‘Acquisition’ tab is the place to go. Expand the ‘All Traffic’ tab and click on ‘Source/Medium’. Here, you can find through which source people came to your site. You need to look for google images / organic:

Looking for google images in source/medium in Google Analytics

If you can not find it immediately, like in the screenshot above, you need to go look for it. You can do this by expanding the number of rows of the table and scroll around to look for google images / organic. Or use the search function and search for google images / organic:

Expand rows of use search function in Google Analytics

One of the benefits of expanding the number of rows is that you can see the position image search has compared to your other traffic sources. Plus, you can compare metrics like Bounce Rate and the number of sessions. The benefit of using the search function is that it’s a quick way of looking for image search traffic.

image search results in Google Analytics

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In the case of this particular website, 30 users (cookies) came to this website via an image search in Google, and they all bounced back immediately. So, for this website, image search doesn’t really lead to anything. It’s possible that image search isn’t important for this website, or that they should put more effort into their images and image SEO, making sure that it matches the expectations of the visitors more.

Conclusion

If you’re curious to find out if people come to your site by doing an image search in Google, then Google Analytics offers you the data to find out. Simply look for ‘google images / organic’ in the ‘source / medium’ report, and you’ll know if you attract any traffic with your images!

Read more: Image SEO »

The post Annelieke’s Analytics: Check your image search traffic in Google Analytics appeared first on Yoast.

Generic reports in Google Analytics contain aggregated data, data from all the things on one big pile. That’s a lot of information, but not very specific. So, if you’re just monitoring your data, you might manage that by looking at the standard data you see in Google Analytics. But, if you want to go beyond that, to thoroughly analyze your data, you need more context. One of the (easy) ways you can add context to your data is by adding secondary dimensions. Gotten curious? Read on!

What are secondary dimensions?

To explain what secondary dimensions are, we need to explain what dimensions are first. I’ve written a post about dimensions (and metrics) in which you can read that:

A dimension is a description, a characteristic, a feature or aspect of your data. It’s not a quantitative variable but more a qualitative variable.

So, it’s quite often letters instead of numbers. Let me give you a concrete example: in Google Analytics’ reports, the first column of the table is always a dimension:

First dimension in Google Analytics

In this case, ‘Country’ is a dimension. Now, what you can do, is click on the first country you see in your reports. This will take you to a more specified report about the country you’ve clicked on: you’ll see regions. Now, these regions can sometimes be clicked on as well. That depends on the country. If you want to see cities, you can add a secondary dimension. Here’s how:

Add city to region report in Google Analytics

Click on the ‘Secondary dimension’ button you see above the first column. If you know the name of the dimension you want to add, you can enter that in the search bar. Otherwise, you need to scroll around a bit to find what you’re looking for.

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Why should I use secondary dimensions?

In the previous example, you can see that adding a secondary dimension adds more information to your report. For instance, you could initially have concluded that it’s a good idea to run an advert campaign for all of California. But, if you had looked at city data as well, you might’ve concluded that it’s a good idea to run that campaign in LA only because that’s where all your traffic is coming from.

Another example to show you why you should use secondary dimensions in Google Analytics. Perhaps you’re interested in SEO: then you want to check your traffic coming from a search engine. That’s called ‘Organic traffic’ in Google Analytics. Seeing how much traffic you’re getting from Organic is fun, of course. But, it has the potential to be much more informative than just knowing how many users and sessions you’ve had. It’s really interesting to check which of your site’s pages users land on (called ‘Landing Page’ in Google Analytics). Here’s how you do that:

Going to the Medium Organic report in Google Analytics

  1. Go to the ‘Acquisition’ section in the left sidebar
  2. Click on ‘Source/Medium’
  3. Then click on ‘Medium’, it’s above the table
  4. Click on ‘organic’ to see all traffic from search engines

Adding landing page to organic report in Google Analytics

Then, it’s time to add the secondary dimension: ‘Landing Page’. Click on the button above the first column of the table and look for ‘Landing Page’, and click on that. Now, you have a nice overview of all pages that people land on that come from a search result in a search engine. Look at the numbers you’re seeing: what’s the bounce rate? Did they stay for long? Did they buy anything? And are the pages you’re seeing, the pages you want to rank with? What can you do to optimize further?

Which secondary dimensions should I use?

Now, doing all this can be very hard, that’s why you should always have a question in mind when opening your Google Analytics reports. Because that question will dictate which dimension you should add to your reports. Of course, if you’re like me, you often open Google Analytics without a question in mind because you just want to play a bit, have a look around.

For those of you who play and also for those of you who have a specific question, there’s a new feature in Google Analytics that helps you with picking a useful secondary dimension. Look at this:

recommended secondary dimensions

Now that’s awesome! It shows you which dimensions are commonly used in a report, in this case, the ‘Source/Medium’ report. That’s valuable advice!

If you’re using UTM tags properly, the secondary dimension brings a lot of context to your reports. Let’s say you’ve started a campaign and also added the utm_content UTM tag: you can add that as a secondary dimension, called ‘Ad Content’ in Google Analytics. Then, you can find out which item of your campaign, for instance, a text link or a button was more successful.

Conclusion

Using secondary dimensions in Google Analytics gives your data so much more meaning. It adds context to your data, allowing you to understand what you’re seeing better. And with more understanding about what your data actually means, it’s easier to draw the right conclusions. In other words, using secondary dimensions is a MUST in Google Analytics.

Read more: Annelieke’s analytics: What are dimensions and metrics in Google Analytics? »

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It’s a phenomenon that’s probably a bit surprising when you first hear about it: when paying for Google Ads (previously known as Google AdWords), you may just notice your organic rankings going up as well. This may not immediately make sense to you. After all, why would Google give you a ‘free boost’ or something like that?

Truth is, investing in Google Ads won’t directly affect your organic rankings. But that doesn’t mean it’s just a coincidence if you notice your organic rankings and/or traffic improve afterwards. So, what’s going on then? What’s the correlation here?

Mathias was wondering the same thing, and sent us this question:

Since we started paying Google Ads [AdWords] for main keywords, we’ve also doubled organic traffic, mostly with related other keywords (and sites). Does advertising with Google Ads [AdWords] affect organic SERPs? Or do you see any indication for a correlation between paid and organic traffic?

Watch the video or read the transcript further down the page for my answer!

Google Ads and organic rankings

“This is a much-debated topic in the SEO world. The thing is, that as your overall site engagement increases, your site usually does better in search as well. It doesn’t matter whether that increase in site engagement comes from Ads [AdWords] traffic, Facebook traffic, or anywhere else. If you get more traffic to your site, more people search for your brand, and are talking about you online, you will do better in the search. It’s that simple.

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So, it doesn’t relate directly to you paying for Ads [AdWords], it relates to you having more website traffic overall, and to people talking more about your brand. It works like that. And yes, that makes it worth even more, I guess. Good luck.”

Ask Yoast

In the series Ask Yoast, we answer SEO questions from our readers. Do you have an SEO-related question? A pressing SEO dilemma to which you can’t find the answer? Send an email to ask@yoast.com, and your question may be featured in one of our weekly Ask Yoast vlogs.

Note: you may want to check our blog and knowledge base first, the answer to your question could already be out there! For urgent questions, for example about the Yoast SEO plugin not working properly, please contact us through our support page.

Read more: SEO basics: What does Google do? »

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This post is for those of you who want to use Google Analytics, but feel a threshold to start with this tool. For everyone that wants to see the fun of Google Analytics, but is having a hard time finding that fun. This is a post for people that are scared to use Google Analytics because they’re afraid to break something. This is a post I needed when I started with Google Analytics.

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Google Analytics’ Danger zone

If you’re afraid of skewing data, removing data, or harming data, if you will, then the following should release you from that stress: as long as you are in the reporting section of Google Analytics, nothing bad can happen.

The Admin section is the place where you can do real damage. Here, you can add filters that could harm your data if not used right, here you can adjust time zones. In other words: the Admin section is the place where you implement changes that affect your data.

You can’t adjust the actual data in the reporting section. You can only adjust how you’re seeing your data, the section of data you want to see, but underneath it all, the data stays the same. So, the reporting section is for everyone, even for people who don’t have a clue what the heck they’re looking at.

Reporting section aka play zone

Know what you’re looking at

If you can’t harm your data when in the reporting section, this means you’re in a playground where you can do anything you like and just play with what you’re seeing. Of course, it helps if you have a little context. Knowledge about what you’re seeing. Luckily, Google offers a lot of information about how to handle Google Analytics. These pieces of information are in Google Analytics, you just need to know where to find them.

Every dimension and metric in Google Analytics is accompanied by a question mark that explains what you’re looking at:

Hover over question marks in Google Analytics

I really like this feature because it gives you so much more context. And if the explanation is too vague or complex, Google it. There’s always someone that can explain it better on the world wide web.

There’s also a section in Google Analytics called ‘Intelligence’ that’s set to guide you through Google Analytics by asking you questions (and showing you some answers) and notifying you about anomalies in your data:

Intelligence and Help function in Google Analytics

And at the top of the page is a question mark where you can ask for help. Especially the ‘Intelligence’ section is a nice starting point for your Google Analytics journey.

Let’s play!!

I want to share some very basic exercises with you that made me realize Google Analytics is a fun tool to play with. If you understand how the following exercises work, and the opportunities they’ll give you, then you can find the joy and insights you’re looking for.

Exercise number 1: use the search bar

There are a couple of search functions in Google Analytics. One that helps you with how to use Google Analytics or helps with navigating quickly to your destination.

search navigation in Google Analytics

But that’s not the one we’ll be using for this exercise. I’m referring to the search bar in the data table. This lets you search in the first column of the table. Here’s the assignment:

  1. Go to the ‘Acquisition’ section
  2. Click on the ‘Source/Medium’ report from the ‘All traffic’ dropdown
  3. Enter in the search bar “organic”
  4. What do you see?

This is very awesome if you need to find very specific information, or want to see totals of a category or a group of data. Like in this case, the group ‘organic’. Or, if you want to check a specific page or just pages that have /category/ in common for example, the search bar comes in really handy. And it saves you a lot of time scrolling.

Of course, there are other ways to see just your organic traffic, but this post is meant to be simple, so I’m keeping it simple. Or at least, I hope you don’t find it too hard.

Exercise number 2: add a secondary dimension

Context is not just the SEO word of 2018, it’s vital for doing a proper analysis. Adding a secondary dimension gives you more context because it adds more information to the data you’re seeing. Without proper context, you might draw the wrong conclusions. So, follow these steps to add more context to your report:

  1. Go to the ‘Behavior’ section
  2. Click on ‘Landing Pages’ from the ‘Site Content’ dropdown
  3. Click on ‘Secondary dimension’
  4. Select ‘Source’ in the dropdown
  5. What do you see?

Now, this is awesome, you can check per source where people land on. Go over all metrics, hovering over the question marks to understand what you’re seeing. Can you see differences per landing page, per source? And what does that tell you?

Exercise number 3: use a segment

This challenge lets you specify things even further, giving the report even more context. In Google Analytics, you can add segments and this enables you to see just a specific piece of data. I absolutely love segments because, for me, they make the data I’m seeing much more understandable and less abracadabra.

  1. Stick to your current report
  2. Scroll all the way up and click on ‘+ Add Segment’
  3. Search for the ‘Organic Traffic’ segment
  4. Hit ‘Apply’
  5. Remove the ‘All Users’ segment by clicking on the downward arrow
  6. What do you see?

So, what do you see? How does this relate to SEO? You’re seeing pages people land on who are coming from a search engine. What’s the most popular search engine? And are the pages you’re seeing, pages you want to rank with? So much information about SEO in Google Analytics right here! Very cool right?

Conclusion

Google Analytics can be scary, especially if you’re afraid you might break something. But if you stay in the reporting section, everything you do is for your eyes only. After doing the exercises in this post, I invite you to just click around. Click on everything that’s clickable and try to understand what you’re seeing after that. If you do that, Google Analytics is far more easy to digest. And, hopefully, more fun, too. Good luck!

Read more: Tracking your SEO with Google Analytics »

The post Annelieke’s Analytics: 3 exercises to have more fun with Google Analytics appeared first on Yoast.

Dashboards. There are a lot of people out there that absolutely love dashboards. And I agree, creating a good dashboard can save you a lot of time as an analyst. It’s very useful for monitoring data and reporting back to your colleagues. And dashboards can make clear when something’s off the charts, the moment for you to show the rest of your company what kind of analyst you are. In this post, I want to show you how you can create a Google Search Console dashboard in just a couple of steps using Google Data Studio.

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What’s Google Data Studio?

Google Data Studio is part of Google’s marketing platform. It’s a free tool you can use to create dashboards and reports. It helps you with visualizing your data and lets you share it with whomever you want to share it with. For instance, you can connect Google Data Studio easily with Google Analytics, or Google Sheets. You can import a lot of types of data and play with it in Google Data Studio. This tool can make your data come to life. Not just for you but also for the people you want to share your data with. It’s highly customizable and has a lot of cool features. So if you haven’t looked at it yet, you’re missing out.

Create a Google Search Console dashboard

Connect Google Search Console and Google Data Studio

Google Data Studio is part of the Google suite and because of that, connecting with other Google tools is very easy. This means that connecting Google Search Console and Google Data Studio is very, very simple. There are a couple of things you need though, a Google Search Console account with your site verified and a Google Data Studio account obviously.

There are a couple of ways to connect Google Search Console with Google Data Studio. The screenshot below shows you the homepage of Google Data Studio.

Default Google Data Studio page

I’ve highlighted a couple of features that you can use to add Google Search Console to the data studio tool. Since you want to import data from Google Search Console, you can do so by clicking on ‘Data Sources’ or ‘Connect to Data’. But Data Studio will also ask for a data source when you want to create a new report, or dashboard if you will. You can do so by clicking on the ‘plus’ sign at the top or at the bottom.

I’m going to show you how to connect Google Search Console with Google Data Studio through the ‘Connect to Data’ option. If you click on that, you get the following screen:

Data Studio Connect to Data

Here you can see all types of data you can connect with for free, there are paid options as well, allowing you to connect Data Studio with Facebook Insights for instance. But in this post, I’m going to focus on just Google Search Console. If you click on that item, it’ll connect with Google Search Console and you can select the website you want to create a dashboard for.

connect Google Search Console with Google Data Studio

You then need to choose between Site Impression and Url Impression. You can actually add both to one report, but this means adding two Google Search Console data sources. One for Site Impression and one for Url Impression. Select one and click on the blue Connect button at the top. You’ll then see an overview of all Google Search Console variables it’s making a connection with:

overview of Google Search Console variables

You can then click on ‘Create report’ or ‘Explore’. If you click on the ‘Create report’ you’ll be asked to add the data to the report. Click on the blue button and voila, you’re good to go!

Use a Google Search Console template

I can understand that the first time you create a dashboard with this tool, it can be a bit hard to understand. Because just like Google Analytics, there are so many options here. Read posts or watch video tutorials about Google Data Studio, that really helps.

You can also choose an existing template Google Data Studio is offering. I really like these because you can see how they did it, and then repeat it yourself. Or adjust the existing template to your likings of course.

use Google Search Console template in Google Data Studio

At the top of the Google Data Studio homepage is a template section, including a Google Search Console template. If you click on that, you see an example of the report. And you can use this template and connect it to your own Google Search Console data.

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Use Search Console Report template

If you click on the ‘Use template’ button, you’ll be asked to select a new data source. In this case, you want to select your own Google Search Console data source, the Site impression as well as Url impression.

Connect your own site to the Search Console Report

Once you’ve added the correct Google Search Console data sources, click on ‘Create Report’ and you should see a Google Search Console dashboard with data about your site.

In this dashboard, you can find impressions, clicks, CTR, and position in a more understandable way than in Google Search Console itself. It also lets you compare date periods. And you can filter the data by country or device. You can see how your site’s SEO is doing in just one place. No need to click around in Google Search Console a lot. And you can share this dashboard with others, no need to add people to Google Search Console itself anymore!

Conclusion

Google Data Studio is a very neat data visualizing tool that lets you create dashboards and reports for Google Analytics, Google Search Console, Google sheets and so on. It’s very convenient to have this kind of information in one place. With all the options available, you can choose the best visualizations for your type of data. You don’t have to add accounts to Google Search Console anymore to let others see that data; you can create a dashboard in Google Data Studio and share it with them. No hassle, no fuss!

Read more: The beginner’s guide to Google Search Console »

The post Annelieke’s Analytics: How to create a Google Search Console dashboard appeared first on Yoast.

The new Google Search Console is out! Since the beginning of this year, more and more users have gotten the pleasure of the new functionalities in Google Search Console. After you get used to the totally new interface, you see all the cool stuff it has to offer. One of those awesome features is the 16 months of data in the Search Analytics report. Curious about where you can find this bunch of data? Well, read on then.

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16 months of Search Analytics data, where?

The new Google Search Console dashboard looks completely different and uses other words than the ‘old’ Google Search Console does. So first, let’s find out where you can find your precious 16 months of data.

going to performance dashboard in Google Search Console

You need to go to the performance dashboard, which used to be Search Analytics. When you get there, you’ll see a cool bunch of stuff already. Like total clicks, impressions, Click Through Rate and your average position. And there are filter types possible, at the top of the page. You can even add new filter options. I’d recommend you play with that – just a little pro tip. One of the filter options is Date, set by default to 3 months.

Changing date in Google Search Console

If you click on that Date filter, you can see all the date options available:

16 months of data filter option in Google Search Console

Comparing dates in Google Search Console

 

 

 

 

 

Next to seeing 16 months of data, you can also compare dates. For instance, the last 7 days compared to the same 7 days last year. And at the bottom of all options, you can customize your date range. Clicking on the ‘Last 16 months’ filter will give you an output that looks a bit like this:

16 months output in Google Search Console

To get something like the screenshot above you need to select the Average CTR only. You can click on all four of the items to see all four in the graph. Now another thing I noticed is these little small grey balls near the x-axis. These are messages from Google Search Console that something happened on a particular date. For this particular website, an event occurred that could’ve affected the data. Now, this is very valuable information because you then know that the data before this date is less precise. And that knowledge is especially useful when you want to compare dates because you now know that you can’t compare a recent date range with a date range before this event.

What to do with 16 months of Google Search Console data

The first thing that comes to mind is that it resolves a lot of frustration. In the ‘old’ Google Search Console, the oldest data you could get was 90 days old. People then just downloaded months old data every month and created their own Google Search Console database. But now, there’s no hassle anymore with getting a lot of data in your dashboard by exporting data sheets and adding it to your main Google Search Console data sheet. If you work for clients who want to see how the website’s done over the year, because they want to know if it’s in line with their KPI for example, that data is now just a few clicks away. Saving you a lot of time – time you can spend on actually optimizing websites – and making them better.

When it comes down to the actual data, having over a year of data means you can do year-over-year comparisons and see if you can spot a trend. Are you doing better than last year? Have your efforts been successful? Analyzing year-long trends in your data in just one click. Looking for things like seasonality is now easier, for example: is April a month in which you get more clicks than in other months? Or how is this June doing compared to last year’s June?

Comparing June in Google Search Console

As you can see in the screenshot above, June 2018 had fewer impressions than June 2017 had. June 2018 also had fewer clicks, a lower average position. The only thing that went up was the Click Through Rate (CTR). Looking at a wider time frame will give you more context and can tell you if June 2017 perhaps was an above average good month or if this website is performing worse than it did last year. Those are signs for you to work on your SEO more or that your SEO efforts aren’t taking any effect.

In the Performance report in Google Search Console, you can see more information than just this graph. I’ve set the data comparison to the last 3 months compared to the same months in 2017. If you scroll down you can see more specifics about where your possible drop or rise is coming from.

More specifics on your performance in Google Search Console

I’ve sorted this grid on where the biggest difference between the last 3 months in 2018 and the same time period 2017 is. Enabling you to quickly identify the difference between the 3 months. If you notice important keywords having fewer impressions now than in 2017, that might be a reason to act. Time to work on your SEO!

You can see Queries, Pages, Countries, Devices and Search Appearance in this grid, and you can add Clicks, CTR and Position to the grid as well. Making it very informative for you to check where your priorities should lie, which keywords and pages to tackle first.

Be critical about the data you’re seeing

Please think about the time frame you’re using when comparing dates. Sometimes it doesn’t make any sense to compare June 2018 to June 2017. Perhaps it makes more sense to compare June 2018 with May 2018. You know your website best, you know when you started optimizing for a certain keyword for instance. Think about what questions you want answered before diving into this bunch of Google Search Console data. Those questions will be the answer to what to look at when you open the Performance dashboard.

At the beginning of this post, we noticed Google Search Console is showing notifications about things that occurred that can affect data:

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16 months output in Google Search Console

If you see something similar, please do not compare data with data before these notifications because your data isn’t reliable anymore and you might be drawing the wrong conclusions.

Conclusion

The Performance dashboard in the new Google Search Console lets you analyze 16 months of data. This wider time frame prevents a lot of hassle and there’s no longer need for shoestring solutions to create your own useful Google Search Console database. Making it so much easier to do your reporting. 16 months of data also allows you to make meaningful comparisons and to spot trends. But as always, think about the questions you want answered before diving into a big dataset. Otherwise, you might be drawing conclusions that don’t make any sense.

Read more: How to connect Google Search Console to Yoast SEO and fix errors »

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Most people find it difficult to go from reporting the basic stuff in Google Analytics, like pageviews and sessions, to analyzing data. Drawing valuable and actionable conclusions based on data is even more challenging. Everyone searches for ways to do this, and learns while doing so. Here, I want to discuss a metric in Google Analytics that can help you with putting data into actions. It’s called: Page Value.

What is Page Value

Page Value is a metric you’ll find in the All Pages report in the Behavior section. This metric tells you if the page has contributed to a conversion or not. Google’s definition is:

Page Value is the average value for a page that a user visited before landing on the goal page or completing an Ecommerce transaction (or both).

You can only see a true value in the Page Value column if you have implemented enhanced eCommerce tracking and/or if you’ve set up goals and assigned goal value to them.

If you have none of the former, the Page Value of your pages will be $0.00. As you can see in the screenshot below:

zero page value in Google Analytics

Goals and goal value

The Digital Marketing Evangelist Avinash Kaushik is pretty clear when it comes to goals.

If you don’t have goals, you are not doing digital analytics. You are doing I am wasting earth’s precious oxygenalytics. 

And he has a similar opinion when it comes down to assigning a value to your goals.

Without goals and goal values you are not doing web analytics, you are doing web I am wasting your life and minelytics.

I tend to listen to Avinash Kaushik and I’d recommend you do the same ;-). If you have a clear goal for your website, which means that you know what you want your visitors to do on your site, then translate that into goals. And assign a value to your goals. This means that every website should have goals, for I hope that every website has a goal to exist.

Start with reading this awesome post about goal values on Kaushik’s website. It’s about how to add economic value to goal conversions that don’t directly lead to revenue for your website. Because these conversions probably lead to indirect revenue for your business. Once you’ve set up goals with a Goal Value, the Page Value metric in Google Analytics gets more and more interesting.

Page Value for eCommerce sites

If you’ve implemented eCommerce tracking in Google Analytics, Page Value will be added automatically. Please don’t add Goal Value to the eCommerce goals you’re creating. The eCommerce tracking will take care of that for you.

How Page Value is calculated

Like a lot of things, Page Value is best explained with an example. In this case, I’m going to use the example Google gives:

Example by Google: How Page Value is calculated

In this example we’re going to calculate the Page Value of Page B. The formula is:

(eCommerce Revenue + Total Goal Value) / Number of Unique Pageviews for Page B

We see two sessions in which page B was viewed. Each session had a unique pageview so the number of unique pageviews for Page B is 2. We also see that the Goal of Page D is completed two times and Goal page D has a goal value of $10. Which adds up to $20. Then in Session one, an eCommerce transaction of $100 has taken place. This will result in the following formula:

($100 + $20)/2

This means that the page value of Page B is $60.

What does the Page Value of a page tell you

Your pages should have a purpose. Some pages sell stuff / convert and some merely inform readers about a certain topic. Others assist in making a conversion. If pages that are meant to sell or convert have a low page value, something is going wrong. And if you see that pages you’re not actively using in your strategy have a high Page Value, you might want to consider adding that page to your strategy.

It also works the other way around. If you notice that some pages have a lower than expected Page Value, then these pages are driving people away from a conversion. The same goes for pages with high traffic but low Page Value, and pages with low traffic but high Page Value. As you might’ve guessed, looking at page value is insightful and useful to optimize your conversions!

Blog and Page Value

It all depends on the goals and goal values you have. Let’s say you have a blog and one of the goals of your blog is to get newsletter subscriptions. So you want to set up that goal and add a certain goal value. By doing so, you can identify which blog posts lead to more newsletter subscribers than others. This gives you information about what kind of interests your audience has. You might even conclude that putting posts of interest in your newsletter will lead to more engaged newsletter subscribers.

Also, if you want to start a campaign or promote something on Facebook, for instance, you can choose to share a post with a high Page Value. This makes sense, because you know that it will lead to more conversions / newsletter subscribers (or whatever the goal is) than a post with a lower Page Value. Think about the information the Page Value metric can give you for your marketing as well as your website optimization strategy!

Online shop and Page Value

You can use this principle if you have an online shop as well. If you’ve enabled and correctly implemented enhanced eCommerce tracking, you can see those transactions in the page value of your pages. Of course, you want high page values for your product pages. And you want to find out which other pages lead to conversions. Use this information to identify which pages can be used best in your marketing campaigns. And check where these pages are on your website, can people access them easily?

Conclusion

If you’re looking for an actionable metric in Google Analytics to optimize your website and your marketing campaigns the Page Value metric is the way to go! It gives you information about what works and what doesn’t work for your business. Of course, Page Value doesn’t come by itself, you need Goals with Goal Values and/or eCommerce tracking if you have an online shop. But it’s worth to set this up. Good luck!

Read more: ‘Perfecting your goals in Google Analytics’ »

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Hooking up your site to services like Google Analytics provides you with a wealth of knowledge and data about visitors on your site. But it can be hard to know how to interpret all this data. And of course, you should also think about what your goals are. What’s most important for you may differ, based on the purpose of your site.

For example, you can have a site with a low bounce rate, but also with a low amount of traffic. Is that a good or a bad thing? The truth is, it probably depends on several things. Like what? Let’s get into that in this Ask Yoast!

John Brown emailed us his question on interpreting analytics data:

From an SEO point of view which is better to have: a lower bounce rate and lower traffic to the site or a higher bounce rate and higher traffic to the site?

Watch the video or read the transcript further down the page for my answer!

Which is better: low or high bounce rate and traffic?

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“That’s a tough question to answer in a generic form, but usually, I would say that if you’re relevant to all the traffic, then having more traffic is probably better because then you can optimize for people not to bounce away.

But if you’re not relevant for a lot of that traffic, then having less traffic is probably better because that means you get more targeted traffic, which actually wants to see you and that usually means that you’ll stick around longer in the long run. Good luck.”

Ask Yoast

In the series Ask Yoast, we answer SEO questions from our readers. Have an SEO-related question? Perhaps we can help you out! Send an email to ask@yoast.com, and your question may be featured in one of our weekly Ask Yoast vlogs.

Note: please check our blog and knowledge base first, the answer to your question may already be out there! For urgent questions, for example about the Yoast SEO plugin not working properly, we’d like to refer you to our support page.

Read more: ‘Understanding bounce rate in Google Analytics’ »

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Don’t you ever just wonder which pages people look at after they land on your site? How do people click through your website? How do they navigate? Questions like these can be answered with the use of Google Analytics. In this post, I want to show you a very cool feature called: Users Flow.

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What is a Users Flow?

Google Analytics is known for sharing loads and loads of data. In reports and in graphs. But there are some places in Google Analytics where you can find a visualization of data! Exciting! Users Flow is one of them. Let’s check Google’s definition of a Users Flow:

The Users Flow report is a graphical representation of the paths users took through your site, from the source, through the various pages, and where along their paths they exited your site.

And here’s how it looks:

Users Flow in Google Analytics

You can find the Users Flow in the Audience section when you scroll all the way down. Now, by default the starting point of the User Flow is Country. And if this demographic is important for your business, this is an interesting report. You can analyze if people from other countries have different navigation styles. Something to take into account if you have a multilingual site, for instance.

You can see the starting page, the first interaction, second and so on. The green is the number of sessions on that page, and the red is the number of drop-offs. Please note that it shows relative numbers, not actual numbers.

The User Flow has some awesome options:

  • Selection a dimension of your choosing;
  • Adding a segment;
  • Highlighting traffic from a specific segment.

Dimensions in Users Flows

You can imagine that the reason people visit your site can differ, it can differ per source, per campaign and so on. You can analyze the intent people have with Users Flows. For instance, you can expect people that come from an organic search to have an informational search intent; they’re looking for information. People coming from social, perhaps they’re looking for amusement. And people coming from a campaign you’re running, you probably want them to convert. You can select a lot of dimensions in the Users Flow, allowing you to analyze traffic from different sources, landing pages and so on.

dropdown section of Users Flows in Google Analytics

What does the chart tell you? Do they behave like you expect/want them to behave? And if not, ask yourself how you can optimize their flow. Before you look at the chart, think about how you want them to behave first.

Adding a segment

Not only is it interesting to check how people behave from different sources and so on, but it’s also interesting if you can specify that group of people. For instance, analyzing the behavior of New visitors and then analyzing the behavior of Returning visitors.

Adding a segment for Users Flow in Google Analytics

You can also compare the visitors that converted with visitors that didn’t convert. Analyze their paths and map out the navigation. Perhaps you can optimize your navigation options?

You can think of a lot of options to analyze here; you can go totally crazy! So think about what kind of questions you want answered before going actually crazy :-)

Highlighting traffic

The Users Flow is a lot to take in. And for the ease of your own eyes, viewing just one flow can be helpful, it’ll probably help you with analyzing as well.

Viewing one segment in Users Flows in Google Analytics

You can click on every item to view the segment only or to highlight traffic. Last but not least, you can export the Users Flow to a PDF file so you can share it with someone you think will find it interesting.

Conclusion

Using User Flows will help you understand how people navigate through your website and gives you information on how to improve your navigation. It’ll give you insights into how effective your sources and pages are. It’ll show you where people drop-off. And by specifying the Users Flow further, you can see if some sources or campaigns are more effective than others. Of course, place the information in your own context. Check what the goal is of the source of campaign or what you’d like to investigate before you draw conclusions.

Read more: ‘Tracking your SEO with Google Analytics’ »

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Oh, the wonders of email marketing. It can keep your audience up-to-date whilst hopefully resulting in an increase in sales. But how do you measure the efforts of email marketing? Google Analytics can give you insight into how much of your traffic is generated by email. It’s an interesting tool that can break down the email performance, so that – if needed – you can adapt your site accordingly. I’ll explain down below how to monitor your email performance successfully!

Use UTM tags

If you want to track your email performance in Google Analytics, it’s pretty important to get email data into your Google Analytics, right? If you want to know how many people came to your site by clicking on a link in your newsletter, you need to send a piece of information so that Google Analytics can recognize the traffic is coming from your email campaign. You can do so by adding UTM (Urchin Tracking Module) tags to all links in your newsletter that link to your site, so-called campaign tracking. As a result of that, a link from your email newsletter might look something like this: x.com/postx/#utm_source=x&utm_medium=y&utm_campaign=z 

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If you google more information about UTM tagging, you might find a lot of different approaches. And tagging your links isn’t something you should think lightly of. You need to find a way that will help you with easily identifying links in Google Analytics. Browse through your source/medium stats, look at campaigns and ask yourself what kind of elements of links in your emails you want to see in your reports. Think about how you want to handle the following UTM tags:

  • utm_medium
  • utm_source
  • utm_campaign

An example: let’s say you’re planning to do a summer sale and you’re sending out an additional email to your customers. How would you add UTM tag links in such an email? One UTM tag you don’t have to think about is the utm_medium tag. That should always, always be ’email.’ That way, Google Analytics will organize this traffic in the Channel email, and that is something you’d want if you’re going to work wilt Multi-Channel Funnels.

Then you have the utm_source tag. Some say you should use the Branded source, for instance, utm_source=mailchimp if you use MailChimp, or utm_source=helpscout if you use HelpScout for support emails and such. But again, it’s all about how you can identify from which source your traffic is coming from. If you sent multiple emails, for instance, your regular newsletter and an occasional sales email, you can decide that for your newsletter, you use utm_source=newsletter and for your sales email utm_source=sales.

Use the campaign tag for more specified tagging. In the example of the Summer Sale, you want to give that sale a specific tag that is used by all the marketing efforts you do for that sale. Your Social Media efforts and so on should use the same utm_campaign tag. That way you can easily recognize what your email did for that campaign and it it’s the best performing source for that campaign. For  example: utm_campaign=summer-sale-july-18.

There are two other UTM tags you can use to differentiate even further:

  • utm_term
  • utm_content

You can use the utm_term, for instance, to add the subject of the post you’re linking to. And you can use utm_content to differentiate elements of the newsletter. For instance, if you’re linking to the same page twice, but one with a text link and the other with a banner, you can use utm_content=textlink and utm_content=banner.

Where to find your emails in Google Analytics?

If you use campaign tracking on all links in your emails, you can find them in your Acquisition reports when clicking on All Traffic –> Source/Medium. You can find what you used for utm_source in the Source report, and what you used for utm_medium in de Medium report. Or both in the Source/Medium report:

email in aquisition reports in Google Analytics

If you can’t find what you’re looking for, you can use the search bar that searches in the first column of your report:

search for email in Google Analytics

Then you’ll get a nice overview of all sources for your utm_medium=email. In the screenshot above, you can see the performance of a sales email for a given period. You can see how much users came to your site, how many sessions there are, how long they lasted on average, and in the last column you can see how your email converted for the goals you’ve set. And you can compare this with your other email marketing efforts and check which was most successful.

If you want to know how your email campaigns (utm_campaign) worked out for you, you can add a Secondary dimension: Campaign to your report.

email campaigns in Google Analytics

You can also go to your campaign report that’s filed under Acquisition: Campaigns –> All Campaigns campaigns report in Google Analytics

You can add Source / Medium as a Secondary dimension here as well. But there are other UTM tags you can add as Secondary dimensions, like the utm_term and utm_content tags. For utm_term, you need to find ‘Seach Term,’ and for utm_content you need to look for ‘Ad Content.’

I find it very insightful to click my way through these reports and check if I’m tagging in a way I can understand my traffic sources. If I see a UTM tag that I find useless, I’ll know I have to change the way I’m tagging. This is especially the case if I decide to use utm_term and utm_content tags for links to my site.

utm_term in Google Analytics

utm_content in Google Analytics

Create a segment for email

If you don’t want to deal with Secondary dimensions and want to see more than what the Acquisition reports have to offer, you can decide on creating a segment for your emails in general. Or you can narrow the segment down to just the email you’re interested in using all UTM tags that are in your email as shown in the image below. Creating an email segment in Google Analytics

Just play a little with your segment. If you just want to see Medium=email, create that segment. If you just want to see Source=sales, create another segment. Find the joy in segments; they’re fun!

Reports to look at

Before you look at all the numbers in your Google Analytics report, think about what kind of questions you want to be answered. This will help you with finding what you’re looking for in the jungle called Google Analytics. Do you want to know how many users came to your site via email? How many new users your email drove to your site? How long they stayed and so on: check the Audience Overview report and use a segment to you’ll only see traffic from your emails.

You can also compare email with other sources, see how effective your emails were by checking the stats in your Acquisition report. Did email get the most sessions, conversions and so on? Are the people coming from email more engaged than other sources? What’s your question and hypothesis here?

And using an email segment shows you which pages users saw in the Behavior reports, the products they bought in the Conversion reports, the (goal/eCommerce) conversion rate of your newsletter subscribers. And you can use this data to compare it with other marketing efforts. Which was more effective? Do newsletter subscribers convert better? And do you know why?

One final tip, when sending out an email to your users, check the real-time report. Is what you’re seeing what you expected? Or isn’t there any traffic coming from email? Then there might be an issue with your newsletter.

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Conclusion

The most important thing if you want to analyze your newsletter performance, is using campaign tracking on the links in your email. There are email services that can add UTM tags automatically, like MailChimp. Otherwise, you have to do this manually. And trust me, you want to do this. Because you want to check your email performance in Google Analytics. When analyzing your newsletters, think about the questions you want to be answered. Using segments will make sure you rock your Google Analytics reports!

Read more: ‘Tools to improve your online marketing campaign’ »

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