The location metric will tell you where you are receiving your traffic from.
User flow showcases how users interact with your website, which pages are seen, and which pages do they drop off from.
The traffic metric will give you insight into where the traffic is coming from. Google Analytics further categorizes the data into:
Social: Traffic source from social media platforms
Organic Search: Traffic source from search results
Referral: Other domain websites that have your website URL included
The AdWord metric is useful only if you are running a Google Ad Campaign. It is an effective metric to grasp how well the Ad campaign is performing.
These are just some of the major metrics you should be tracking. Combined, they tell a story of how well your legal website is performing in terms of SEO and user interaction. So, this brings us to the question of – How do you build that story?
Do you have a high bounce rate?
If your legal website has an average bounce rate of 50%, then it’s in trouble. A high bounce rate suggests that your web page is not answering the user’s query. In turn, Google will interpret this metric, assume that your website is not catering to the audience’s query and your SEO rank will be lowered.
Assessing Google Analytics metrics is key to comprehending how to reduce your bounce rate. Why do you have a high bounce rate?
Your website is not answering the user’s query
The content quality presented is bad
The structure is poor
The reason can be any one of the above. Metrics gives you the data and it is upto you to interpret it.
Content quality includes:
Well written sentence
Good page structure includes:
Have paragraphs and sufficient white space
Section headers that allow the reader to easily follow the page
If your website does not have high quality content or good page structure, then this may be the cause of the high bounce rate.
Are you targeting the Right Keywords?
Keywords play a key role in helping users find your legal website through online searches. Target the wrong set of keywords and your website will receive the wrong audience.
For example, if your legal website was listed in the search result of ‘plumbers in Edmonton’, you can expect to have a high bounce rate and low conversions – as you do not provide that service at all.
So, for which search queries (keywords) is your legal website appearing on?
Acquisition>Traffic>Channels> Organic Search
It is within Organic Search that you will find keywords which are attracting traffic to your site. Assess the keywords. Are the keywords ones your target audience would use? Do the keywords attract the right target audience to your legal website?
If the Organic search metric shows you keywords that are not attracting your target audience, then your keyword optimization needs to be redone. Keyword optimization spreads across on-page and off-page SEO, so take a look at your on-page and off-page content and recalibrate the keywords.
What if the Keywords are Right, but Conversion is Low?
If the keywords are bringing high traffic, but the bounce rate is high and conversion is low, you need to perform your keyword research again. The problem here is that you are targeting the wrong keywords.
Good SEO optimization is about constantly trying new things. If one set of keywords does not work, you must try another.
Does a particular keyword bring you high traffic and conversion?
Through the organic metric, you can find out if a particular keyword brings your legal website high traffic. To identify high conversion keywords, look at the bounce rate, session time and conversion goals to assess if your users have been converted.
If you have identified a particular keyword that has brought you high traffic, such as ‘best legal firm in Edmonton’, then you need to leverage this keyword more. You can do this by creating a web page and adding the keyword to your home page, and even writing several blogs that include that keyword.
Reading the metrics of your legal website is a complex process. However, once you learn how to read it, you can improve your search engine optimization and enhance your AdWord campaign to gain you maximum benefit. A crucial element to keep in mind is that reading and interpreting analytical metrics is a process of elimination. For example, if keyword optimization is not the problem, then look at design, if not design, then the content, if not the content, then the user interface. As you eliminate each possible problem, you grow closer to enhancing your legal website’s search engine optimization.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.
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