Guest post by Joe Williams of SEO Training
“A man can’t see, he can’t fight” [Terry Silver – The Karate Kid III]
Insightful words from Karate Kid villain ‘Terry Silver’. A principal so profound it can be applied to just about anything, including online marketing. To compete in your online industry, you need to see what works and what doesn’t [a man can’t see, he can’t fight].
So, how do you know what works?
It’s all about successful actions on your site or the ‘conversions’ your visitors take which help drive business. This could be an enquiry (lead), sale, download, subscription, newsletter signup or anything else which helps reach your goals. This is something I often highlight in our SEO courses.
Google Analytics Goals (and how it’s got a whole lot better!)
Google Analytics allows conversions to be tracked as goals. Once a goal is triggered, you can see what contributed last to its success e.g. Affiliate, SEO or PPC, and whether a referring keyword was involved. This is really useful but often there are many referring traffic sources and many keywords that assist in any one conversion.
So only knowing the last referrer is a bit like Terry Silver attempts to blind Karate Kid. You can’t see the whole search journey and this makes optimisation (or fighting) difficult. Much more difficult.
The Rise of Google Analytics Multi-Channel Funnels
Read more about it here.
Knowing the whole search journey and allocating assists for conversions has been around for a while but only for premium web analytics packages which small businesses and often affiliates can’t afford.
Well, Google has now made this feature free for all. And this makes everything a whole lot easier to plan and optimise in your online marketing efforts.
Every wandered why brand keywords convert so well? Customers must know who you are. But those that only recently discovered you are likely to have found you another way first and now using Google Analytics Multi-Channel funnels you can find out how! A super handy feature.