How many websites today do you think are using Google Analytics to keep track of the people visiting their site and the content they are viewing? It’s estimated to be over 50% of all websites, a head-spinning amount.
With the amount of data available via Google Analytics, you must make full use of the tools to get a handle on where your website is doing well …and where it is doing less well.
So what can Google Analytics teach your recruitment agency about your SEO and how your audience engages with your business?
Laptops, tablets, and phones
Analytics can break down what percentage of your audience visits your site via PC, laptop, tablet and phone. Google has moved to mobile-first indexing, meaning that it’s essential you get a sense of how well optimised your site is for a mobile audience.
Bounce rate, click-throughs, landing pages
Your bounce rate is how many users visit your website on just one page, then close the tab without clicking through to any additional pages. A high bounce rate suggests that many users are looking for something they’re not finding on your site, though anything below 40% is considered excellent. Seeing click-throughs and which pages most users are landing on is one way to begin analysing why people are visiting and how they might be engaging when they do. All valuable insights to developing a better, more efficient website — your bounce rate provides crucial clues to how your website is being received.
You can use Google Analytics to segment certain pages by time — a great way of analysing which pages are trending upwards or downwards over a certain period of time. If you see the bounce rate creeping up on one page (perhaps alongside decreasing total visits), it suggests something has gone awry on that page. Perhaps the content is out of date, or there’s a broken link. Similarly, a page that’s performing better will give you clues as to what is working. Perhaps an SEO keyword has spiked in popularity, suggesting a greater interest in that field (and therefore a demand for more content in it). Maybe there’s a Google algorithm update that has pushed that page upwards, in which case it’s worth investigating what that change is.
Analytics is not everything. Sometimes analytics scripts fail to ‘fire’ when a visitor comes to the site. Try to look at trends, and the ‘bigger picture’ rather than detail and raw numbers. Think things like “where are my conversions coming from” or “why do people spend less time on my site on a desktop device” rather than obsessing about “why did I have xx more views on my nn page in April this year compared to last year’. It’s easy to get bogged down in big data. Spend your time and effort interpreting the big picture. Your time is valuable, spend it time wisely!
Here at Reverse Delta, our FXRecruiter platform seamlessly integrates with Google Analytics. After all, we couldn’t claim to be website builders without working with the most significant user-tracking software out there. The tracking code that connects Analytics to your website is easily added to an FXRecruiter website — giving you a 360⁰ view of how visitors interact with your website. Our SEO-friendly approach also ensures that your recruitment website will continuously be optimised for Google searches. Get in touch with us here or call 08000 199737 to find out more.