Google Analytics and SEO
For those companies with an account on Google, the webmaster tools are invaluable. From a Search Engine Optimisation (SEO) point of view, the ‘Analytics’ tool is one of the best and most helpful.
When a company has a website designed for them, the design company can set them up with Google reports- every month a report will be sent to the customer, detailing the traffic to their site, the number of visits, the keywords and the bounce rates, to name but a few.
Search engine optimisation will improve your rating in these reports. Because SEO is about ranking as highly as possible in Google search results, a small pie chart on the ‘Analytics’ page gives you the percentage of traffic that comes from search engines; obviously you want this percentage to be as high as possible in order to show that the SEO process is working.
The ‘bounce rate’ details the percentage of people who have visited the site and clicked straight off without looking at it. The higher the search engine traffic, the more likely it is that your bounce rate will be lower. If people have landed on the site through their search choices, it is highly likely to be what they are looking for and they therefore are unlikely to leave the site straight away.
Essentially, the Google webmaster tools are there to help you view the progress of your site and its SEO.
