Clients often ask me what are the top 5 or 10 metrics OR KPI’s (Key Performance Indicators) I look at when creating actionable next steps for improvement. Here are two basic fundamental tips and ways to use Google Analytics to improve your site, traffic, stickyness, etc…

1. SEO & PPC Keyword Bounce Rates: Check the bounce rates of all keywords both from Pay Per Click and Natural traffic. If a keyword you are paying for has a very high bounce rate and very little conversion, you will probably want to pause the keyword and scale back on your natural SEO efforts as well for that particular keyword or keyword set.
2. SEO & PPC Keyword Avg. Time on Site: Check the average time on site and compare to conversion rates. If a keyword is driving visitors that produce a relatively LOW Average Time Spent on Site, again, you will most likely want to drop it from your list of top priorities.

On the flip side, you will want to focus your efforts on both the SEO & PPC traffic that is producing visitors that spend the MOST time on your site, the LEAST amount of bouncing and most importantly, the highest conversion rates.

The keywords showing great potential based on Time Spent, Bounce Rate and Conversion %’s should be a top priority. Increase your bid per keyword. Adjust your link building efforts and landing pages to get as high as possible in the Paid & Natural results on Google, Yahoo! and MSN.

Information provided by NY SEO Company, Qualified Impressions, LLC. NY Based Search Engine Marketing Company specializing in SEO and Natural Search Engine Positioning. Read a recent press release regarding their programs: http://www.pr.com/press-release/106170

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Tags: actionable analytics data, google analytics tips

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