Google analytics is Dental Design’s analytics platform of choice to determine how many visitors enter your website as well as digging deeper to find out where these visitors came from and what search terms they used to trigger your web site. This is very important data to determine that you are getting a return on investment.
However, it’s all well and good having Google Analytics installed onto your website, but if you don’t know what the data means, it’s very hard to decipher how well the website is doing and if anything can be improved.
When looking at your data, we tend to work off monthly stats and 3 month trends. This is because visitor numbers go up and down on a daily basis so it’s easy to panic if you have a low day. When looking at trends you gain more perspective on ‘the grand scheme of things’ so you can see if overall the website is doing well or not.
When traffic is lower than normal it’s easy to panic however, sometimes it’s due to outstanding factors rather than your seo. For example Christmas is a notoriously low visitor time of year as, let’s be honest, most people are spending time with loved ones than looking for a dentist on Christmas day!
However, using this data you can identify longer term triumphs and pitfalls such as a change in rankings. Having a good idea of what is normal for your website will help determine whether this needs further investigation- are you ranking for a rogue keyword? Have your rankings declined?
How to understand your traffic:
At dental design we tend to focus on your visitor numbers and your bounce rate. Your bounce rate is the amount of people that enter your website and then immediately exit. All dental websites will have a bounce rate as patients may just be looking for a phone number, on average a bounce rate of between 30-45% is deemed appropriate for a dental website.
If you notice your bounce rate is high it’s good to look at your traffic sources, again to see if you have any rogue keywords being searched for, if this isn’t the case it might be worth considering updating the design of your website.
Google Analytics really is a wealth of knowledge and data about your website allowing you to drill down even further to demographic, user behaviour, device preference and social. For now this article should give an understanding of the basic need to know information about your website, so that you can determine whether you are getting ROI and if there are any changes needed from both an seo and design perspective.