Us inbound marketers tend to be creative folks. We develop relevant website content to draw in our potential customers, we engage them through social media and email, and we create campaigns to keep them interested in our product and services. But number crunching and analyzing statistics? That's enough to get any marketer to start scratching their head.
But website analytics are necessary in a marketer's world. How else will we know what's working and what's not? In fact, you can argue that web analytics really can be a marketer's best friend.
That's exactly what Beth McClean, Web Analytics Specialist at AppRiver, showed to the attendees of last week's #GulfCoastHUG.
Beth walked us through just what web analytics means, some common terminology and the platforms she uses to monitor the web performance of a leading SaaS provider for email and web security solutions located right here in Gulf Breeze, Florida.
Beth shared that web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. She walked us through Google Analytics, Google Search Console (formally Google Webmaster Tools), Google AdWords and HubSpot for AppRiver's account and showed our group the areas to pay attention to.
Beth described the differences between:
- Traffic: The visitors to your site.
- Keyword: A word that a user enters in search. Each webpage should be optimized with the goal of drawing in visitors who have searched specific keywords.
- Headings: Text on your website that is placed inside of a heading tag, such as an H1 or H2. This text is often presented in a larger and stronger font than other text on the page.
She discussed the terminology that can trip us up:
- SEM: Search Engine Marketing
- SEO: Search Engine Optimization
- DMS: Digital Marketing Strategy
- CMS: Content Module System
She also provided additional resources for marketers to check out, such as:
- Search Engine Ranking Factors from Moz
- SEO Expert Jason McDonald
- Avinash Kaushik, Digital Marketing Evangelist for Google
- The Anatomy of a Search Engine by Larry Page & Sergey Brin
- Google Webmaster Tools blog
- Google Algorith Change History from Moz
- The Difference between Users, Sessions and Pageviews by Analytive
Beth gave an informative presentation that was engaging with our largest HUG audience to date. It was a great way to kick off 2016! Stay tuned for details about our next HUG meetup in April.