Google Analytics and Controlling Bounce Rates

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Unknown Secrets of SEO
Twelth SEO Podcast March 20th 2009.  Third page of Transcription

Chris:So, we’re not actually that concerned about the balance rate although as we improve the other aspects of the website, we’ll probably come back and revisit this and see what kind of borders can we put on this blog that might be more interesting to people?Get them to sign up for the newsletter or whatever?And then we can sort the bounce rate 100% is Baltimore quit smoking, Denver quit smoking, and happiness book.

Although 3 people average almost 6 minutes on that website, that’s not too bad.So, in that case, I can guarantee you the happiness book page probably has 1 call to action, which we haven’t optimized, and that’s the buy the happiness book.

Paul:Uh hmm.

Chris:Which is an e-book.So, you got to be fair with yourself.You would like 100% of the people who came to that page to buy stuff or to buy that book.That book is also an e-book, and there are people out there who just won’t read e-books.They want a hardcopy book, which is not available in hardcopy.So those are the kinds of things that we look at here.

We also have goals, our defined goals.They don’t show up on the content page.They’re going to show up based on everything now.Here’s some more interesting stuff so I’m going to click on, let’s go back and sort by page views.And so again, the index pages, the number 1.Let’s click on the number 2, which is What a Woman Wants book.

This pulls up details about what a woman wants book, and has some really good information.One piece of information we can actually see that it created one sale because it did complete a goal.

Paul:Uh hmm.

Chris:And we can also click the entrance sources.So what this is going to get us is what was the page from which they came in order to get to the website and ultimately get this page?

So this doesn’t necessarily mean that they came from Yahoo directly to What a Woman Wants.It just means they came from Yahoo, got them figure the way, somehow got to What a Woman Wants.

Paul:And they completed that goal.

Chris:And some of them completed the goal.So in this case, it’s kind of saying, “Okay, if the goal was what do women wants to get them to that page, how are we achieving that goal?

Paul:Uh hmm.

Chris:And the first one on the list is actually Yahoo.What that tells me is that we’re doing better on Yahoo for What a Woman Wants keywords than we are in Google.

Paul:Uh hmm.

Chris:And I can show you that here in a little bit because we’ll look at the percentage of traffic we get from Google versus Yahoo, and it’s significant.We’re getting a significant more number of views from Yahoo than Google almost 4 times.

Paul:I’ve a question, and I think this might be something you’re going to talk about in minutes.I might be getting ahead because this was confusing to me when I first saw it.The difference between bounce rates and percentage exit.

Chris:Okay, so a bounce rate is typically when you come to this page and you leave the site.

Paul:Uh hmm.

Chris:The percentage exit means this is the page that you last were on, and after you’ve visited this page, you then exited the website.

Paul:Okay, and that makes perfect sense.So bounce rate is in and out, and an exit rate is I may have come to the website.I may have stayed like 5, 6 different places, and then I left, and this was 89% of the exits from the website left on it.


Paul:So hopefully, that makes sense.

Chris:It makes perfect sense, and it says the two columns are side by side.I mean, for some of us, it was confusing like okay, what exactly is the difference between the bounce…I mean, obviously, a bounce would mean that they’re going right back, but then, percentage of exit.So it can be kind of confusing, but I do…I mean now, it’s very clear.

Paul:Well, interestingly enough that you could actually have it be a bounce is also an exit.


Paul:Right?But an exit isn’t necessarily a balance.

Chris:A balance.Okay, yeah, that makes perfect sense.Kind of like old bananas and fruits, but not all fruits or bananas.

Paul:I was thinking, I was trying to pick up an analogy, but it’s just going blank.

Chris:Okay, so that’s pretty good.Some really good information.We can break that down if we go back.We can also look like what the entrance keyword.So what keywords were used to ultimately get somebody to get What a Woman Wants?

And that’s surprising.We have on the top what are wants women and sex.I’ll repeat that because it wasn’t me misreading it.What are Wants Women and sex?

Paul:And that’s are, a-r-e, not our because I thought it was what some of our wants women and say, “What?”

Chris:Yeah, anyway.The next one is a little, maybe more logical criterion than a woman wants in her boyfriend, and so on and so forth.So this is just a good way to figure out okay what keyword can ultimate drive people to this website.And I’m sure we’ll find some in here.You know, some women are emotional thinkers.

Some of this stuff are probably started on another page.The search took them to another page and website, and they ultimately ended up on What Women Wants book.

So another interesting thing here is we’ve got entering to pass, we’ve got navigation summary.Those are things that you should explore on your own.Site overlay is very interesting because you can click it.It will actually pull up a version, your page, and then Google watch overly what people click from this page.

So when we click Patrick’s What a Woman Wants page, we can see that 0.3% of people went to the audio book, 1.4% went to visit the gallery.What else do we got?There’s a substantial bounces on this page, so 0.7% went to view the cart.So those are really interesting overlay to see once somebody is here, where are they clicking on the website?

Now, we probably may have discussed this before.If you’ve got multiple links going to the same page, and this is one of the pages that you’re going to use on a regular basis is this site overlay.

Paul:Uh hmm.

Chris:Then what you want to do is you want to make each link a distinct link to the same page, and you do that with a little bit of code, so that then Google can actually tell you are they clicking the gallery on the left or they clicking the gallery on the top because you might want to know that.

And if they’re clicking on the top, you might make one decision.If they’re clicking on the left, you might make another decision.So even if they go to the same page, that’s all Google is showing you is what page are they going to, and you just need to make it a slightly with code, a slightly different page, so that you can actually tract it.Which link slash button on the page are they pressing?

Paul:I feel like I’m doing a lot of lecturing.It makes perfect sense.

Chris:Okay.Good.Very good.So, we’re going to go back now and we’re going to talk about the thing that I really checked the most.If we go back to the dashboard and we scroll down a little bit, there is a little area called traffic sources overview, and I mentioned it a little earlier.

It talks about, you can see right away, Patrick gets 71% of this traffic from search engines, and we mentioned that.So I click view report on traffic sources overview, and we see a couple of interesting things on this kind of summary of traffic sources.

On the right, it gives us like the top 5 keywords that people come to our website, come to Patrick’s website, and we can see that a substantial number actually arrived because they used subconscious tests.He does really well in that and has got a lot of subconscious test products, so we’re constantly tweaking that one because that’s where a lot of traffic comes from.

We’re always working on better search engine placement for the other keywords, and we all want to be working on the website, not on the search engine placement for those keywords that are already doing well.That makes sense, right?

Paul:Uh hmm.Yeah.

Chris:So a couple of things we’ll notice.On the left, we see top traffic sources.Again, if you’re just sending out emails or you’re getting people to your website, maybe because you’re handing out flyers, or maybe because you’re putting a link on some of the other web pike page, then your top sources aren’t going to be search engines.In our case, we’re getting 71% from the search engine, so the top 4 of the top 5 sources are actually search engines.

Paul:As it should be because we’re doing search engine optimization on it.It should be that way.

Chris:That’s what we do.That is what we do.And not surprisingly, so we talked almost exclusively about Google when we’re talking about search engine optimization.If you look on this site, it says 44% of the total hits that came to Patrick’s site, not total hits, but total visits, came from Google.

Now, that’s not the 60% or 70% that I mentioned earlier, right?Well, we’re going to go ahead and view the full report.And so now, we can actually see 10.In fact, I’m going to branch out.We’ll look at the top 50, and what you’ll notice is we’ve got a couple of other search engines below the fifth, which would be dog pile asked.

Probably another where they didn’t get, that’s interesting, which is a referral.You also start to see a lot of some from our website, E-Webstyle actually pointing to Patrick.And you see a lot of you have to guess Paul, what would that be?

Paul:If I took a wild guess, I’d probably say that was Patrick’s newsletter.


Paul:And they went from his newsletter to his website.

Chris:Yup.So he sends out a newsletter on a weekly basis, which we recommend all of our customers to do.It’s a great way to build customer loyalty and continue to get sales.See, he gets some sales almost every newsletter he sends out.So, it’s a great way to keep in touch with your clients.

When those users, those emails that he’s sending out end up in somebody’s yahoo email…

Paul:Uh hmm.

Chris:And then they click the link to his website, it shows up as message.We look at things like that’s how they ended up on our website.So, when we look at Google, the organic placement, and we see that Google accounts for 44%, let’s just break down, and what I did is I actually went ahead and broke down the numbers of Google, Yahoo, MSN, and Live.Between those search engines, Google brought 64%.


Chris:So, in this case, I’m not even counting dog pile on any others, but Google brings 64%, Yahoo brought 26%, MSN brought 6%.

Paul:Now, this is of his search engine traffic?

Chris:Of his search engine traffic.


Chris:In fact, all I’m doing is adding the visits from Google, Yahoo, MSN, and then Live and dividing out how many actually came from each.And again, Live brought points 3%.So, if you were to focus on 2 search engines, Google and Yahoo, at least the case is true for us, you’re getting 90% of the search engine traffic that our website gets.

Paul:Yes, if you do just one, you’re getting 64 percent.

Chris:So, if you’re going to spend anytime on one, it has to be Google.There’s just no ifs, ands, buts about it.

Paul:And to me, that’s what’s so great about this software.If lets you know, this is how you where you need to spend more time.These are the keywords that people are using to find you.These are the search engines to find you, so it kind of does the math for you in just kind of directs you in the right or guides you in the right direction.

Chris:And it’s about where should I be spending my time?

Paul:Uh hmm.

Chris:You kind of want to be spending your time on where you’re not doing well.You want to be spending time on getting better search engine placement, and where you’re doing well. You want to be spending time on on-site optimization customer experience, if you will.

The other thing that I look on this page that’s, and again, I will usually break down this page so that I’m just looking at the last 3 or 4 days.And then, what that does is you just say, “Are there any keywords that are really popping up to the top that are new and I haven’t seen before, and what can I do to look at them?”

So I’ve narrowed it down to the last 4 days, and that includes today, and where it says keywords, there’s the 5 keywords that I’ve brought the most traffic.I’m going to click view full report, and here, we can do this same kind of breakdown as we did when we were looking at the content.We can sort by page visits.We can sort by average time on site.

So the most traffic he gets is from the keywords of conscious test.If we click page visits, we get the most traffic age visits from what women are users attracted to.So I don’t know if that’s an abuser trying to figure out how he finds more women.

Paul:How to target women too.

Chris:Paul, that’s not funny.


Chris:Remember that thing you tell your friends and don’t laugh about in public.

Paul:And all our listeners online.

Chris:Exactly.This is immediately followed by How to Control Over a Woman’s mind.

Paul:Oh, I’m sorry.

Chris:And I’ve got to throw out a decent one.The next one is hypno therapy, quit smoking.The same goes to Missouri.So we can assumed that the first two or the same person.


Chris:So we can see that that person visited 47, and when they searched the first time pages, and then 20 pages the second time.The average time on site was only 1 person so he spent 30 minutes the first time, and 20 minutes the second time, but you can see some really interesting things like people who typed in Patrick Wanis obviously looking for him.

There were 2 of them who did this in this particular report, and they visit 8-1/2 pages, and they averaged 25 minutes on the website.So, those are some really valuable things because maybe they go through 50 pages in 2 minutes where you know they’re not reading them.


Chris:Or they go through 1 page in 5 minutes or they grow through 5 pages, and they’re average time on site is 25 minutes.Well, that information kind of tells you a lot of things about a customer.I don’t know what those first keywords are telling us about Patrick’s customers, but they are telling us something.So we can break it down that way.

The other thing.There’s a tab kind of near the top under where the graph is that says goal conversions.So we can click goal conversions, and then we can sort by conversion ratio, and we can see at least in this report, there’s at least one example of How to Control over a woman’s mind turned into a purchase.


Chris:So he liked what he read, and he actually purchased something.


Chris:So we can see what that was and report him to the authorities.I’m just kidding.

Paul:But not really.

Chris:So there is some great information you can hear.We’re actually out of time.And I think we’ve really covered, this is what I will do on a typical day.Come in and I’ll look at the keywords, and I’ll see what are the new keywords that are tracking traffic, and make sure that those pages that customers are ending on, that those pages are designed appropriately with calls to action, and things like that.

Paul:Man, it was just getting good, but we probably have to stop.

Chris:Yeah.We can find out more customers with Patrick.So, thank you guys for listening.Again, if you have any questions, comments.If you know who that guy is, send us an email at, and somebody here in our company will get back to you.We will try to get it on a podsast for you.We really appreciate you listening.We really appreciate the opportunity.Give back to SEO community.Again, if you have any questions, just let us know. Until the next podcast, I’m Chris Burrres signing out.

Paul:And this is Paul Hanson.

Chris:Bye-bye for now.

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