Who doesn't want to know what content is bringing visitors to their website? Is the content  engaging  visitors? Am I missing any opportunities?

These questions are  frequently asked by business owners and marketing managers. Why? If you can understand what is bringing visitors to your website and what makes them stay you can easily grab opportunities to bring more people to your website. Great news! You do not have to be a marketing expert or SEO guru to figure this out. Google Analytics has done the analysis for you and provides it at no charge.

3 Ways To Use Google Analytics To Improve SEO

1. Connect Search Console in Google Analytics

Google Search Console used to be called Webmaster Tools. It is very easy to install and does not require a webmaster. In Google Analytics, click the gear at the bottom to open the Admin tab. Once there, Click All Products.

After you have clicked All Products, look to see if search console is connected. If not, follow the directions to connect.

You are now ready to rock it like Davy Crockett.

2. Use Landing Pages in Search Console

In Google Analytics click Acquisition and then click Search Console.

The first place we like to look is  Landing Pages. Add the secondary dimension of  Source/Medium to find out which organic content is getting the best traction. It will look like this.

As you can see from the image, Google has done the work for you.

A favorite place to start for us is Low Bounce Rate and poor Average Position. A low bounce rate means the content is engaging and moving buyers through the website. Improving SEO for these landing pages is low hanging fruit.

If you click the Landing Page in Google Analytics it will provide you with the actual queries  people used that made your content appear in their search results. Now get to work and improve the content and meta description and this will improve your ranking in search.

3. Use Queries in Search Console

How much would you pay to know what search terms made you show up in search results?Google provides this free of charge in Search Console. Could you improve SEO if you could build content around these terms? Yes!

All this information is provided in Queries in Google Search Console. We like the add in from KeywordKeg that  provides Monthly Volume, CPC and Competition.

 High Monthly Volume and low Competition ( the bigger the number the greater the competition) are great opportunities to focus on improving SEO.  Remember, search engines like Google hate keyword stuffing. Keyword stuffing is just throwing the word on page as many times as possible without context.  Take your time and write content that incorporates the keyword or phrase in a natural context that is beneficial to the reader. While it is important to write for SEO, a human being is actually going to read it. Readers bounce off your website, not search engines.

Connecting Search Console in Google Analytics provides a wealth of information to help you improve SEO. We highlighted these 3 Ways To Use Google Analytics To Improve SEO. There are more. Ready to talk about them?

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5 Ways To Improve B2B Marketing On Mobile

Mobile is no longer a "channel" for B2B marketing.                                                                  It is the way most B2B researchers look for new vendors.                                                Here is the latest research from Google on B2B marketing on mobile:

The user experience with your B2B marketing on mobile can no                                        longer be ignored.  A poor experience on mobile does adversely                                      affect your brand and will cause you to lose potential business.

Source: Google

Click Here To Find Out How Your Website Performs On Mobile Devices

 

Here Are 5 Ways To Improve B2B Marketing 

On Mobile .

AMP - Accelerated Mobile Pages

Accelerated Mobile Pages are "skinny" versions of your website                                  designed to load quickly on mobile devices.  

Current research has revealed the average website page takes                                             15 seconds to load.

The problem is your conversion rate decreases dramatically as                                        page load time increases.

Source: Google

We recommend that you integrate Google Search Console                                        (formerly webmaster tools) with Google Analytics.                                                            Look at Acquisition, then Search Console.   

Click on Devices.  You will see desktop, mobile and tablet.                                            Compare bounce rate across devices.  A high bounce rate on mobile                         compared  to desktop indicates a problem.  

Now click on Mobile. 

You will see Landing Page Impressions, Clicks, Average Position and                         Bounce rate.     

If you see a high bounce and no conversions e.g.                                                          Request Quote, Download Offer, etc. you have identified an area                                          of improvement in B2B marketing on mobile. 

Next look at Behavior you have a drop down for Site Speed.                                                      Under Site Speed you will find Speed Suggestions.                                                                 Google has done the work for you. 

Click on the suggestions and get to work. 

Optimize Images

"Images often account for most of the downloaded bytes on a page.                                      As a result, optimizing images can often yield some of the largest                                             byte savings and performance improvements: the fewer bytes the                              browser has to download, the less competition there is for the client's                             bandwidth and the faster the browser can download and render                                   content on the screen."-Google 

This is low hanging fruit! We really like tiny.jpg and tiny.png for image                      compression. They provide a very simple drag and drop interface.  

It is common to see up to 70% reduction in file size. 

This will dramatically improve page load speed.                                                             Another option is a CDN- Content Delivery Network.                                                        They speed up content delivery by allowing websites to cache content                                on a network of servers spread out geographically instead of retrieving                                 it from a single location server every time . 

Use Forms Optimized For Mobile

It is often difficult to fill out a bunch of fields when on a smart phone. 

Your website needs to be mobile responsive in order to fit the device in                            use.

 In addition,  use smart forms that automatically adjust for the device in                               use.

 Make Phone Numbers Clickable

This may seem a bit obvious, but have you ever tried to click on a                                  phone number when viewing a website on a mobile device and nothing                  happened? Frustrating and annoying. 

Don't forget to position the phone number so it is easy to click. 

White space is your friend here. 

To  do this you simply use the hyperlink function and use                                                    tel: then the phone number.

859-653-1759

 View Your Website On A Smart phone/Mobile Device

Even better than you looking at your website on mobile, have your                            customers tell you what they like and dislike about your B2B marketing                               on mobile.   Every time you hear "It would be nice if...", you have an                        opportunity for improvement. 

Pro Tip- Consider an APP for your business.

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