Google Analytics is a tool that can be very helpful to web developers and site owners in the Search Engine Optimization (SEO) process. Adding a simple Java Script code to each web page, Analytics shows how traffic finds a web site, how visitors navigated through it, and how you can improve the visitor experience. This in turn is aimed at enhancing your website’s return on investment, by increasing conversions, and thus, making more sales. A Search Engine Marketing Firm must understand the pros and cons of Analytics before implementing this tool from Google.
PROS
Internal Search Statistics - This handy feature helps you demystify the search patterns of traffic within your web site. Analytics pass on three different sets of information – which page the user was on when they made the search, what they typed in the search field and which result they clicked on. Armed with this data, the optimization process just gets easier.
In-depth Tracking - Google Analytics help web developers and SEO experts track behavioral patterns of visitors and more importantly, conversions that take place through your web site. The Java Script added to any link or document download tells Google to make note of clicks to that specific link. This allows developers to check keywords, e.g. if two links navigate to the same page with two different keywords, then the keyword that generates more traffic is optimal.
CONS
Technological Constraints – Google Analytics adds Java Script to each web page of a site, something that only browsers execute. Keeping track of web crawlers (or automated browsers) is essential to the analysis of site, something that the tool lacks. If web developers could get a clearer picture as to how the crawlers navigated their pages, the process of optimizing would reach a new level, ensuring that all pages were indexed and keywords chosen intuitively.
Data Collection via Log Files - Unlike other traffic analytical software, Google does not allow developers to use log files which have proven to be valuable resources with the correct data mining techniques. Additionally, the reports from Google are limited in size and sometimes not comprehensive enough. With the right filters, log analysis is simply a more efficient method of collecting data.
If Google Analytics and log files seem arcane, why not leave this vital process to a Bay Area SEO Company? Making the right choices for SEO without jeopardizing web site integrity can best be handled by professionals who truly understand search engines and will thoroughly exploit data from Google Analytics and log files.