G-Myths and Metrics

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Website Metrics and Analytics

What’s REALLY important when measuring website metrics and analytics?

by Esther C Kane
August 28, 2008
Now that Google has officially announced that they will no longer accept any automation tools scanning their
search engine for website rankings, some SEO firms and SEO webmasters are wondering what can they use for their Website Metrics and Analytics?
blog it
How you measure the performance of your website may not give you the information that you really need and, most times, accurately assessing your site is more a matter of what you measure. In my post about bounce rate importance, I address the idea of how a bounce rate can be high on successful campaigns, and low bounce rates can spell disaster for others.

Editorial Note: Not to slight Esther, in any way, but Google has made no such “Official Announcement,” as my previous posts shows. It’s always important to verify the origins of G-Myths, as so many of them go flying around at the slightest movement of Google.

Aside from that, Esther does point out some very important metrics to consider:
1) ROI (Return On Investment)
*Google Analytics will track ROI to a certain degree. Lead generation or sign-up counts and any other activity that is not monetarily tracked will have to be assigned a dollar value, which can skew actual numbers
2) Unique Visitors
*Any adequate site analytics package should track this metric.
3) Leads (See #1: ROI)
4) Conversions
* Be sure that you’ve established a methodology to track the conversion to a sale, otherwise you won’t really know what kind of effect your online activity is really having on your overall revenue.
5) Time on Page
* Do you have a directory page? Page times for that should be relatively lower than other pages in your site.
* Do you have a search results page? Page times for that should be a bit above your site’s average.
6) Call to action
*Be sure that your call to action is relevant and unobtrusive. Multiple links to a sign-up/sale/registration page should be attributed ‘nofollow’ to preserve your internal pages’ link juice.
7) Bounce Rate
* See above comments

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