What Metrics Matter to Your Online Success(and How Are They Measured)?
Luckily, Google’s helpful website and local search analytics provide plenty of figures on your company’s performance.
And by “plenty” we mean “lots.”
There is no lack of information to sift through when it comes to online performance, so it helps to narrow the field down and focus on several important factors. Knowing what these respective numbers mean and why they matter is a key part of any good digital marketing strategy—one we do all the time!
So, are you ready to dive into a crash course on the metrics that matter to your online presence? We promise it won’t hurt.
Now let’s look at some of the factors that influence how Google and other search engines judge your website’s usefulness, starting with bounce rates.
A “bounce” is when someone visits one of your pages, then leaves. It’s an implication that there was nothing else about your website (perhaps not even the page they visited) that enticed that person into sticking around. In most cases, the ideal journey is an entry onto your website, a visit to the page that contains the information they need, and then a visit to your Contact page to get a hold of you.
The bounce rate is the percentage of users who have come to your website, and then “bounced.” This can be measured both for individual pages and your website as a whole.
You naturally want your bounce rate to be as low as possible, but don’t be surprised to see figures 50 percent and higher in certain situations. Really, it often depends on the page in question. If someone is visiting your website just to find your phone number, for instance, that may register as a bounce—even though the user found exactly what they wanted.
Consistent bounce rates of 70 percent or above can be a reason for concern, however, and a sign that the corresponding pages are not holding interest or integrated well enough into the website.
Average Session DurationIn addition to bounce rate, the average amount of time spent on a webpage is a part of how search engines determine the value a page might have for someone searching for a particular term. This factor then affects how that page is ranked against others in search results.
Attention spans aren’t terribly great on the internet, so what is considered a relatively good amount of time for this metric may be shorter than you expect: about 2 minutes.
Again, it’s best to take this figure on a page-by-page basis, as an FAQ page may supply an answer in a much shorter time than a blog post. If nobody is sticking to a page, though, it is worth assessing the situation and considering revising it to add more interactive or interesting elements (such as a video), or perhaps even to cull the page entirely.
Traffic SourcesKnowing the amount of traffic coming to your website matters, but it’s difficult to devise a specific strategy if you don’t know where this traffic is coming from.
How many visitors are arriving to your website via Google’s standard search results? How many are arriving via your Google local listings? What about through links on your social media accounts or as referrals through places such as Yelp?
Knowing the trends of your traffic sources can provide valuable insight into areas where a digital strategy might need to be adjusted or amplified. This is especially important in traditionally larger sources, such as search results. If you’re not showing up well enough, you need to find out why!