Chauncey: All right. Welcome back to The Being Found Show, your guide to being found by more buying customers. We’re talking about how to check and see if your site is doing well.
Right now, we’re gonna cover finding your most visited pages with Google Analytics. So which pages on your site are most visited and most frequented and do people spend the most amount of time one.
Go to behavior, then “site content”, and click “all pages”. Select a reasonable time frame for what you’re trying to figure out, so for the sake here, let’s say a month, for over the past month we’re gonna see.
Jake: Can I add one thing to that, Chauncey?
Chauncey: Yeah. Of course.
Jake: When Chauncey goes over the click click click, bang, behavior, behavior, site content, all pages, you need to be starting on that left-hand menu.
Just in case you didn’t get that part. That left-hand menu contains all of these options. Here are the steps you need to take.
- Go to: Google Analytics Website
- Look on the left hand of the screen
- Click “Behavior”
- Click “Site Content”
- Click “all pages”
- Choose time frame – Example 30 days
Chauncey: Right. Yeah. So it’s behavior, there’s a behavior tab on the left, then you click site content, and then underneath that is all pages. Up in the top right, you select your timeframe and then there’s a comparison button, at which point you click average time on site as your second metric. And you’ll see green and red bars indicating the more or less than average time on site and these can show you what to share and what to make your content more like.
These show you what to share. This is what people are interested in. You’re trying to up your traffic. Trying to up your time on the site. Trying to up your conversions. If you share those ones on your social media, in your email newsletter and whatever it is you’re using, you can feel pretty sure that your visitors are interested in them. So that’s a good one to go with, an obvious one, but also a lot of your visitors have already seen it. That’s why you’ve got the high metric there.
Jake: Yeah. Yeah.
Chauncey: So you can also use that metric to sort of see what I should make my other content more like. So if you look at some of the ones that aren’t doing well and you have’em up side by side with the ones that are doing well for time on site and for hanging out, you can probably see a drastic difference. If you don’t see a drastic difference, one of two things is going on.
You are either getting people, it’s a topic that they don’t really need and that they’re not really interested in or you’re getting the wrong traffic to those pages. Those pages are showing up in search or being shared in situations where people are just, “That is not what I was looking for.” And that’s a big part of search specifically, but also your website in general is all traffic is not equal. The easiest way I think I’ve summed it up in the past is if you got a hundred people who each gave you a dollar to convert on your site or if you got 10 people who each gave you $20. You want those 10 people.
Chauncey: Right. And so you get those people who are more interested in what you have. So that’s a really important metric. Definitely a good one. Sorry. I got lost in my notes. So find your most visited pages. Right. So basically, finding your most visited pages, what that is really helping you do is giving you a milestone or a marker to make comparisons to. If you’re thinking more about search, finding your best SEO landing pages is a better bet, which is the same place behavior, site content, and then instead of all pages, you’d click landing pages. Now, the difference between all pages and landing pages, Jake, do you know the difference?
Jake: Between all pages and landing pages?
Chauncey: Yeah. Do you know what a landing page is.
Jake: Well, I do. I don’t know-
Chauncey: In this context?
Jake: In this context, no. No, I don’t.
Chauncey: In this context, it’s the first page that people hit.
Jake: Got it. Okay.
Chauncey: So when we’re looking at your most popular all pages, that’s they got to your site, they clicked around, and maybe they ending up there and that’s where they hung out. In the case of your best landing pages, it’s where they came in from other traffic sources and that’s where they landed on your site.
Jake: Got it.
Chauncey: And sorry to put you on the ball there. I have to admit I had to research a little bit. I’m all like, “Well, what is the difference here?” And then I’m all, “Oh.” As soon as I saw that, I went like, “Oh, that makes sense.” So once again, set that you have a reasonable date range. Now here, you can really see where your conversion starts.
You can see what source medium they’re coming from. Source medium really means are they coming from Google organic search, are they coming from paid search, are they coming from Facebook, blah, blah, blah. All the different ways that people can get to your site, including directly typing it in, which can really help you for radio advertising, television advertising, newspapers, coupons. These are the places where somebody might type it indirectly in order to get there.
Chauncey: And so finding out your best landing pages really sort of help you know exactly how well you’re doing when they hit there. Are they getting there and saying, “Hey, I don’t like this?” And then the final step to finding out your best landing pages is purely an SEO part and that is what terms are people getting to your best landing pages with. And for this, we use Google Console.
In Google Console, you click on the performance and then under search type, you can add an extra page and you pop in that URL. And if you scroll down, it’s gonna give you a list of the terms that people searched for that got’em to your page.
Jake: And you get to see a little bit about how your clients view your products and services. What are they typing in?
Chauncey: Right. Right. Exactly. And so with those search terms, you now know what you can … A common word in marketing is “exploit”, which sounds very negative in most contexts, but basically, when you say we’re going to exploit this search term, so let’s say we were talking about a tree service earlier, so-
Chauncey: So let’s say people are getting there with the search term “I need tree service”. And we’re going like, “Wow. We’re getting a lot of traffic from this term and we’re not getting a lot of traffic from our brand name and these other things.” We can take “I need tree service”, take that over to Google AdWords, I mean, there are lots of ways to do this, but this is a simple way that anybody could. And you can pop that into Google AdWords keyword tool and it’ll give you a whole bunch of terms that really sort of match that.
Chauncey: And now you know, like, “Oh, well, we can really exploit this term. We can blow this term out so that we can pick up anything that even looks like it.”
Jake: Yeah. Absolutely.
Chauncey: By expanding on our content.
Jake: And you find strange things when you do this kind of research. I mean, maybe you’ve got a landing page on your site that’s called stump grinding.
Jake: But in doing this research, you might find out all of your customers are actually typing in stump removal.
Jake: And missing you.
Jake: So then you can make those adjustments to your keywords on the page and capture more of those people. You know, they type in tree removal, they’re gonna click that page that’s called tree removal.
Chauncey: Right. Exactly. ‘Cause I’m that guy. You know, if I had a stump in my yard … I live in an apartment, but if I had a stump in my yard and I needed to get that stump out, stump grinding is not something that would have crossed my mind, unless I was in the industry on some level.
Jake: Right. Yeah.
Chauncey: You know, I would say, “I need that stump gone.”
Chauncey: I would go-
Jake: I don’t care how you do it.
Chauncey: Right. Right. I would go to stumpgone.com. But and frankly, I don’t even know what stump grinding is. Does that mean that they grind it down and make it flat? Or does that mean that they actually pull that sucker out?
Jake: No, yeah, they actually have a huge machine that looks like, well, it looks like a robot that would attack you in a future movie.
Jake: Yeah. And it literally just grinds the stump below the ground level.
Chauncey: Oh, that’s interesting.
Chauncey: So at my uncle’s house they had a big old tree that had fallen apart or something like that and it had a massive, massive stump.
Chauncey: And so the way they got rid of that thing is, they had the people come out with a backhoe. They dug up the stump. Then they dug a super deep stump grave. They put the stump in it and they buried it.
Jake: What? What?
Chauncey: Yeah. They …
Jake: You just said stump grave, which automatically makes me think of just crazy stuff.
Chauncey: Yeah. They dug a big hole.
Jake: Why wouldn’t you just like burn it or just leave it out there? Because it seems like it would just rot and then leave a sinkhole and then your five year old would fall in it 10 years from now.
Chauncey: That’s what crossed my mind, but you know, I mean-
Jake: I guess I’m not the expert.
Chauncey: 10 years from now, people might have like six or seven five-year-olds, so it might be effective.
Jake: The stump grinding radio show is coming later and they can tell you guys all about that.
Chauncey: But literally when you find the terms that people are getting to you for, you can add in just a slight dose of imagination and you can really expand on that stuff or you can really have communication with your marketing company that you didn’t know that you’d be able to have. What this is really doing is, if you’re a marketing company, if you’re a small marketing company, a lot of people say, “Oh, we’re ranking for the terms.
We’re done, man. We’ve succeeded. Let’s just rake in that paycheck.” That’s not the way that it works. You’ve done, you’ve succeeded, now expand and become better. If you’re a business owner, knowing this information really makes your conversations with your marketing company more powerful. You are coming to the table with some information.
Chauncey: And frankly, if you’re dealing with a small marketing company, you’re probably coming to the table with some information they don’t have. All right. You’re listening to The Being Found Show, when we come back we’re gonna talk about the power of influencers.
Thank you for listening to this segment of the Being Found Show, to hear the full show listen here: Being Found Show Episode #72 or subscribe to our Podcast.