To improve the earning potential of your business, you should get more clients. It sounds simple, but it’s not an easy task to do. Getting more clients needs an investment of your time, energy, and resources in building trustworthiness of your firm and showing your expertise in the field. There are many law firms that have been around for a long time. They have excellent attorneys, but not that many people know about them. Nowadays, putting up a billboard with the picture of your best attorney at the entrance of the city is not enough to get more clients to your office. If you have a law firm, then you need a more sophisticated marketing strategy. Besides, what are the chances of somebody riding past the billboard and not looking at their phones? Unless they are drivers looking at the road, of course.
In 2020, the number of smartphone users in the world is 3.5 billion. That’s an almost 50% chance that someone driving past the billboard has a phone. And the research showed almost 4.54 billion people were active internet users as of January 2020. That’s why marketing the products and services using the internet is becoming vital to businesses. Digital marketing, as opposed to traditional marketing methods, allows you to reach more clients throughout the world. The core idea remains the same – connecting you with your audience. But instead of using paper, metal, and the entrance of the city, you use digital tools online and reach more people than drivers on the highway.
“Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers.” – HubSpot.
SEO – Search Engine Optimization
SEO is one of the most crucial and powerful digital marketing tools. The goal of search engine optimization is to improve your website’s ranking – position in search results to get more relevant traffic to your website. SEO combines different elements as it is focused on the technical aspects of the site as well as the content of the website and the user experience. A successful SEO strategy means more potential clients visit your website. It also means users have a better experience with your site and a good first impression of your firm.
According to statistics, leads from SEO are eight times more likely to become paying customers than those generated through traditional ad campaigns. And the US SEO market is projected to reach $80 billion in 2020.
What Is Google Analytics
If you know about digital marketing, then you must have heard about Google Analytics. It is a crucial tool for digital marketers to understand how their digital marketing efforts are working for the firm. Google Analytics (GA) helps you understand your clients better by analyzing the data about the interactions of users with your website, amongst other factors.
“Analytics makes it easy to understand how your site and app users are engaging with your content, so you know what’s working and what’s not. See how people are interacting with your sites and apps and the role that different channels play by viewing robust reports and dashboards.” – According to Google.
Google Analytics can help you understand the number of visitors; the location of the users; what are the websites sending traffic to yours and what’s the path users go through; what are the tactics driving the most traffic to your website; the most visited pages on the site; what’s the conversion rate of visitors to leads or customers; recommendations on improving the website speed; and the content your visitors most interact with.
Google Analytics for SEO
Important Metrics for SEO
Google Analytics can help with SEO as it provides detailed information regarding many aspects of it. In Google Analytics, you can access information about current users, new users, sessions, number of sessions per user, pageviews, average session duration, and bounce rate. By knowing the most visited pages as well as the most popular content, you can analyze what’s the most important elements of your site to your clients. This means you can create more relevant content in the future.
Page Speed is one of the few confirmed ranking factors by Google. Page Speed affects all kinds of searches, and it is a factor in your website’s performance in search results. Google tries to provide helpful pages to users, and if your page is slow, the visitors are going to abandon it. The percentage of users abandoning a website rises if it takes more than three seconds to load. If you get proficient with Google Analytics, it will provide you with data regarding the speed of your website as well as the recommendations on improving it.
Page Speed is not the only reason for clients abandoning your website. Even if your website loads fast, there will be some users who will go back to the search results without spending significant time on your site and interacting with other pages. The percentage of users abandoning a website is called the bounce rate.
“In Analytics, a bounce is calculated specifically as a session that triggers only a single request to the Analytics server, such as when a user opens a single page on your site and then exits without triggering any other requests to the Analytics server during that session.” – According to Google.
Google Analytics will measure the bounce rate for your website. This is an important aspect of SEO as there is no point in bringing users to your website if they don’t interact with the content on it. You need engaged visitors, so they benefit from your content and possibly become your clients in the future.
Google Analytics calculates the bounce rate in two ways: Bounce rate of a web page and bounce rate of a website. The formula for counting the bounce rate is: the page total bounces/total entrances * 100
So if 250 people visited your website and 100 abandoned it : 100/250 * 100 = 40%
Knowing how many people leave a website is just a step in the process, which might help you understand that your page isn’t helpful or relevant to users. If the content is not relevant, then it means your visitors are not your potential clients. But that is not always the case. When you look at the bounce rate, make sure to keep certain things in mind, like the quality of traffic, visitor type, device type, type of content, the user path, and the quality of the page.
When It’s OK to Have a High Bounce Rate
When we talk about the bounce rate, we should mention that the way it’s measured does not take into consideration many aspects. The bounce rate by its definition is the number of visitors who leave your site without viewing other pages on the website. Now, you are reading this article because you want to find out more about Google Analytics and how it can help you with your earning potential. But after reading this, you might go back to the search engine. It doesn’t necessarily mean you didn’t like the article. That’s why sometimes it can be misleading. And if a website has only a single page, then the bounce rate can be as high as 100%. So if you have a blog, then your visitors most likely are going to visit, read, and leave, meaning it’s normal to have a high bounce rate. You should also take into account the landing page. If it’s a contact page, then the user will get the info and leave unless you give them a reason to explore other pages. In the case of blogs, you can provide options to read similar articles, like having a clickable “similar articles” on the page, so users can find more to read. Or on the contact page, you can direct users to “about us” pages and so on. So is the high bounce rate always a bad thing?
“If the success of your site depends on users viewing more than one page, then, yes, a high bounce rate is bad. For example, if your home page is the gateway to the rest of your site (e.g., news articles, product pages, your checkout process) and a high percentage of users are viewing only your home page, then you don’t want a high bounce rate. On the other hand, if you have a single-page site like a blog, or offer other types of content for which single-page sessions are expected, then a high bounce rate is perfectly normal.” – According to Google.
But the bounce rate can also indicate you have issues with the quality of the page if it is cluttered with text. If the images are not optimized, or if the page is not mobile-friendly, then you might get a high bounce rate. A high bounce rate could also mean you aren’t getting relevant traffic. In this case, you can stop targeting the keywords that bring low-value traffic.
Google Analytics for Digital Marketing
Google Analytics (GA) is an incredibly powerful tool for digital marketing. The analysis of your clients can reshape your entire marketing plan. When you know how your users interact with your website, you know what to offer them. Besides, you can see information about the demographics, location, browser, operating system, service provider, and screen resolution.
Google Analytics has the demographics and interest sections that include overview reports, age, gender, and interest categories reports. Those sections help you understand better who your visitors are. You can also segment other data in analytics by these characteristics and see how converting and non-converting users differ from one another. This data can also help you if you plan on having an ad campaign, as these are the same demographics & interest categories used to target ads on the Google Display network.
“Analytics is built to work with Google’s advertising and publisher products so you can use your insights from Analytics to help you reach the right customers.” – writes Google.
If you own a firm, Google Analytics will help grow your business with powerful tools and data regarding your users. By analyzing the information on your site, you can create more relevant and easy-to-use pages and you can improve your SEO and appear in more relevant search results to bring high-quality traffic to your website. And if you understand who your clients are, then you can deliver more suitable web pages so that you can get more clients for your firm. It helps your earning potential and advances you in the industry.