I’ve received numerous requests and questions this past week from our members concerning their marketing reports. Our members (and their staff) are taking a vested interest in their analytics, which really makes us happy! Use this quick reference guide to help you translate the handy analytical information provided to you in your monthly marketing report.
Executive Summary & Recommendations
Index Page by Google:
Your index page count is the number of pages that form your website. This number should grow each month as you post to your blog. Google will rank a steadily growing website higher than a static website with zero growth. This is one of the reasons blogging is SO important. Get a head start before your competitors and blog every single business day with the IMS provided content.
TypePad Blog Posts:
This is how many posts you posted in the reported month. This number should always be 100% of the business days.
Typepad Blog Visits:
This is the amount of online visitors that found your blog either by Facebook, LinkedIn, Google Search, Your Website, etc.
Animated Newsletter Sending Rate:
This is how many e-Newsletters you are sending on a monthly basis. Just because you have 850 emails on a list, does not mean that 850 people receive your email. Usually, about 95% of your list is made of working emails. Email accounts expire, are forgotten about, or fill up to the point where they can no longer receive incoming emails (bounce!). It’s important you add at least 10 new emails a month to counteract this normal decrease.
If you are super busy and can only focus on improving one thing at a time (which is pretty normal for our members!) then this is the highlight of the report for you. This goal is one single-most-important-area you need to improve on to make your website work better. It might be: blog 100%, post more to your social media pages, or add new emails to your subscriber list. This is to help you achieve a focus point on your marketing report.
Overview Web Ranking Report:
This report shows what page you rank on Google for a group of hand-picked search terms. Anything with a number 1-10 is Google Page One (GREAT!). 11-20 is Google Page Two (Also good!). 21-30 is page three, and so on and so forth. This is a great way to tell if we have optimized your website for the proper search terms.
A visit is a group of interactions that take place on your
website within a given time frame. For example a single visit can contain
multiple pageviews, events, and social interactions. It doesn’t matter how long
they were on the site, if they are viewing your website it’s a visit. Google
does not do a very good job of tracking exactly how many visits a website can
get. The truth is, relying solely on Google Analytics “visits” as a metric of
marketing performance can be misleading at best and a dangerous business
practice at worst. For example: when SSL search is used (e.g., if the user is
signed in to a Google account, or using the Firefox search bar, or they have cookies
disabled), Keyword will have the value (not provided) [support.google.com].
This accounts for about 40% of all online searches, so your numbers are off by
AT LEAST 40%. Monitoring trends is
the most ideal way to determine if your website is working, and total “visits”
is just a small smart of the monitoring process.
A pageview is defined as a view of a page on your site that is being tracked by the Analytics tracking code. If a visitor clicks “reload” after reaching the page, this is counted as an additional pageview. If a user navigates to a different page and then returns to the original page, a second pageview is recorded as well [support.google.com].
The average number of page’s viewed per visit/visitor.
There are a number of factors that contribute to your bounce rate. For example, visitors might leave your site from the entrance page if there are site design or usability issues. Alternatively, visitors might also leave the site after viewing a single page if they've found the information they need on that one page and had no need or interest in visiting other pages [support.google.com]. For example: if the visitor just needed your phone number or contact information, this visit would count as a bounce. We like to see a bounce lower than 65%. A bounce rate will fluctuate from month to month (high/low) which is normal, as long as the bounce rate does not steadily increase over a period of time. This means your site is well-built and engaging.
Average Time on Site:
Average Time on Site can be an indication of the level of interest or involvement that a visitor has with the website. It is a good indicator that your site is well constructed and engaging, and overall attractive. A good average for an estate planning website is about two minutes. Anything higher than this is considered excellent. The actual number is not so important, but that it is not steadily decreasing over time. This can indicate something is off with the structure of the site. Average Time on Site will generally not increase over time, but fluctuate each month around the same amount of time (usually between :30 and 2:00).
Visitors who visit the website, but never click another page within the site (like if they just wanted to find your phone number or address) are not counted in the Time on Site metric - so this number can be misleading. It also does not count a session where a browser is left open for an extended amount of time. The first few pages clicked through would count - but the last page is never counted, in case of this incident (like if someone went to lunch, or opened a new tab).
Your Top Keywords report shows the words and phrases that search engines have associated with your content and used to find your site. These also contain keywords that people are typing into Google and finding your site with. You want to make sure that the keywords in this report are what you want to be associated with. If you dig deeper into these phrases, you should also be able to uncover reader questions.
You can always schedule a call with Dana Alley (IMS Personal Account Manager) to review your most recent marketing report, discuss latest trends, or ask questions about specific areas you can improve.
Integrity Marketing reviews your monthly reports diligently to make sure your website is working fluidly on our end. We also determine the best ways you (as the website owner) can contribute to make your website and online marketing work for you!