Marketers who take on a lot of their companies’ SEO content responsibilities often use Google Analytics to understand their visitors’ web traffic behaviors and activities. The search engine’s analytics reporting tool gives professionals new opportunities to revise their site copy based on clear metrics. When a landing page continues to be the one people exit from the most, content writers know they have to craft more compelling graphs to push visitors further along the sales cycle. Adding CTAs to these pages can also convert leads.
With new edits to landing pages, marketers want to know their changes were worthwhile, and Google Analytics now makes this even easier with the addition of real-time goal conversion reports. Real-time conversion reports show webmasters lists of the most recent goals, organized by the number of conversions. The new reporting function shows the goal number and the label it was given by the marketer.
Webmasters can also narrow down the analytics reporting function to show specific goal segments. This helps marketers understand which pages led to conversions and events involved in the overall process. Professionals with this kind of insight can use results to manage the rest of their web content. However, computed engagement still requires some added effort – marketers won’t get immediate reports on goals for time on site or pages per visit because they take time to track.
Brafton recently reported on the value of content analytics, noting that various reports show marketers what their prospective and current customers want from brands online. Google Analytics offers webmasters another level of SEO guidance, which can help improve companies’ web presences over time.