Google AnalyticsThe first thing you want to do is set up an Adwords account. No, you don’t have to spend any money on advertising, but setting up the Adwords account first automatically links your Adwords and Google Analytics together. So in the future, if you do decide to add a PPC campaign to your marketing plan, you’ll have far better tracking data to work with. Also, The Google Analytics is not a given right, but a requested privilege. And I have found that if Google see that you might be an Adwords Advertising customer in the future, they are more apt to grant your analytics account faster.
Anyway after you have your Adwords account, follow the links to start your Analytics account. Once you request the account they usually take 2 to 3 days to confirm that you’ve been accepted. Sometimes it can be sooner, but don’t hold your breath.
Signing up for these accounts will also give you access to the various Google User forums. I know how much you guys enjoy this forum, but all of a sudden being exposed as a newbie in that world can be intimidating. Don’t worry, they treat newbies just like you do….on second thought, maybe you should worry??
After getting your new Analytics accountJust like when you opened your Webmaster Tools account, Google Analytics will have some homework for you too. Follow the links for creating the tracking code that Google will use to track information about your website.
You’ll find your tracking code under:
Analytics Settings > Profile Settings > Tracking Code
This code is specific to your website and will be generated for you on the tracking code page. This code needs to be inserted at the bottom of the html code on every page in your website. I know many of you shake in fear every time someone mentions screwin’ with your page code, but this is something I think you can do. (If not call you web guy/girl and have them do this one too) It really doesn’t matter much what you use to edit your web pages practically all of them will allow you to “View Code” or “HTML View”, whatever it is for your editor you want to see all the coding stuff that makes absolutely no sense… If you don’t have an editor like FrontPage or Dreamweaver, VistaPrint, etc. , etc.. you can even open your page with MS Notepad and edit the code.
If any of you have trouble getting to an editable view of your web pages, post it here and we’ll figure out what’s going on. You probably won’t be alone, because I’m guessing many of you have never used that feature much. (Kind of like looking under the bed for Dust Bunnies…) Anyway, for the time being, ignore all the gobbl-dee-gook and scroll all the way to the bottom of the page.
It should look something like this:

You’ll be looking for the last to closing tags. The body close tag “</body> “ and the HTML close tag “</html>”. I’m telling you to look for these two tags because depending on who did your site, what features are on the page some of you will have different snippets of code above the </body> tag. So if you just locate the last two, nothing else will matter. Insert you code in the line above the /body tag.
Like so:
Inserted Tracking codeSave the page and move on to the next. See ? simple simple….
Next you’ll want to go back to your Google account and see if they have verified that they are receiving your tracking data. If it’s more than 2 or 3 days and they still aren’t receiving your tracking information. Use the Tracking Code troubleshooter pages. Most likely, when you copied your tracking code from Google, you probably missed a line in the copy and paste procedure and will need to redo the process.
Now What???So now you have the Webmaster tools, Google analytics, and have been through the site submission process. Back to the brain work:
1.Who are my customers?
a.Age, gender, demographics
b.What pages do they find most interesting/ or spend the most time on?
c.What are the most common keywords used in organic search that brought them to me?
d.Which keywords brought them in, but then they bailed out right away? (Like “Inflatable Doll”)
2.Where are my customers?
a.What communities are finding my site
b.What communities never find my site
c.What websites are linked to my site
d.Who sends the most traffic
e.Who sends the most “Valuable” traffic. (There is a difference)
3.What do I know about “my” customers that makes them unique?
4.Which pages need work (high bailout rate)
5.What things should I do to direct traffic the way I want them to go?
6.What do I need to do to convert more visitors to customers?
So, these are the first steps to analyzing your own websites. After you start working these muscles for a while, you won’t need any one to do a site check because you and Google will be doing it every day. See how many of the questions you can honestly answer about your website. Next time we’ll be looking at identifying what should be “Your” plan for keyword selection and SEO optimization. Believe it or not it is different for every one of us. I don’t want to get into keyword specifics, that’s your business. Your keywords should be a part of your “Pocket Marketing Plan”. Those are the things that you should keep close to the vest. Anybody can list a bunch of words in the meta keywords tags. Boy that works great eh??? Soon you’ll be using fewer words and getting more traffic because you’ve done the work of targeting your marketing efforts with a rifle scope instead of a shotgun.
If you have questions about this process, post your questions here. Somebody will have the same question and get added value from you asking and hopefully from the answers. For those of you that have Google Analytics installed, have you made your list of answers?
What surprised you about your site once you started tracking?
Are you doing anything different as a result?
Looking forward to seeing what happens with this.... Did you vote today?