As a busy business owner I know first hand that we have a whole lot to deal with in our day-to-day activities,  just to ensure delivery of products and services, and with little time left for anything else,  is not unusual that many are still missing out on what Google has to offer to help them with their site’s SEO. If you are one of them, that’s something you’ll want to address ASAP! The fact is, Google kind of rules the search world so what better place to find out how your site is performing than Google itself, it’s like having inside information from the source that matters most. There are 2 major set of tools offered by Google, and did I say they are free of charge?

Google Analytics

This tool provides you with a bird’s eye view of how your visitors are coming from and how they are interacting with your site pages. The many components of this magnificent tool allows you to more effectively fine-tune your marketing initiatives, advertising campaigns and search engine success.

There is probably more data here than you will ever use, but some of the more important pieces of information you should know are the following five:

Traffic Sources

Knowing where your traffic is coming from is key to understanding and implementing your marketing campaigns. It will show you how much traffic is coming from organic search, from paid search, each of the social media platforms, etc.

Traffic by Device

As more and more people are searching using their phones, the need for a mobile friendly website is becoming the norm. White every industry is experiencing an increase in traffic coming form mobile, some are more than others, so making sure all the information is properly accessible and there is a good flow on a small screen is very important.


Knowing the demographic characteristics of your visitors helps you have a better understanding of who they are and whether or not you are on point as far as attracting and communicating to the right audience, if you have taken the time to create your ideal client’s profiles.

Landing Pages

This data shows you which pages a re performing the best, how many visits each page gets, and helps you understand how people are viewing your site in general.

Bounce Rate

This indicates the percentage of visitors who leave the site as soon as they came in. A high bounce rate shows that we are failing to attract the right audience, or failing to effectively communicate the value we can provide. A high bounce rate tells Google that your page is not relevant enough. The more time people spend on your pages, the better it will do in the search results.

Google Webmaster Tools

These are a quite extensive suite of tools to evaluate your website SEO, that  provide comprehensive reports that help you find out different types of issues that affect your site’s rankings, and what improvements you need to make. Let’s take a look at four areas that will give you a lot of bang for your buck.

HTML Improvements

The HTML Improvements report can show you things you need to be aware of, like how well your Meta data is optimized, title and descriptions deficiencies, along with duplicate content issues. Well worth a look.

Search Queries

Probably the most useful report by far, Search Queries returns loads of data including impressions, clicks, click-thru-rate, keyword terms searched, image and video SEO and more. The keyword section only goes back for 30 days, but it does give you some data you can use with other tools.

Crawl Errors

This report will show you exactly which pages are returning a “not found” 404 error code. These you’ll need to address as soon as possible, as you are losing traffic, and your search engine results may be skewed as well.

Links to Your Site

This one returns a list of sites that are linking to your pages, and will reveal what pages are drawing the most interest. This can be, and often is, very surprising, as pages or content you may not have thought was significant could be drawing loads of traffic to your site.

The Point

While there is a certain learning curve in properly setting up both Google Webmaster and Analytics, it is well worth the investment since tracking your data it’s the vital difference between going blindfolded vs being fully aware of what’s working and what needs attention.

If you would like to get started setting up these valuable tools get in touch, we can help!