Google Analytics updates visitor tracking

By Matthew Kinlin

Google has updated the way it tracks its sessions per visitor in Google Analytics.

Previously, a session would end when a user closed their browser. However now a session will complete based on clicks. So a user can click through and then return to Google and click on another site, and Google will recognise these as two different sessions, without the browser being closed.

Google Analytics has now changed their model so a session will end when any traffic source value for the user changes. Traffic source information includes: utm_source, utm_medium, utm_term, utm_content, utm_id, utm_campaign, and gclid.

This will benefit Google Analytics as it allows for more accurate sourcing. Previously Google would only recognised Ad Words and if a user returned to the site and click on something different, then the first Ad Words would only be recognised.

Now Google Analytics can base sessions on clicks. This means more accurate attribution information and should reflect more accurately how visitors engage with the website.

Adrac Ltd research underlines that organic search complements SEO

Adrac’s analysis of internet campaign performances for its client websites underlines the importance of a wholistic approach to optimisation.

Natural or organic search positioning uses search term relevance to determine how high a website appears on a results page. Content, optimisation, search engine optimisation and link building all reinforce relevance.

Our recent research reveals how important it is to achieve a page one, top three position; some 95% of search engine users click page one results, and 70% click the top three positions.

- Position #1: 45.46% of all clicks
- Position #2: 15.69% of all clicks
- Position #3: 10.09% of all clicks

Improvements made following client campaigns led directly to quality traffic; in other words, high organic rankings increase their quality traffic thanks to Adrac’s management. Quality traffic offers the best conversion rate – these will be people who want to purchase what you are selling.

This is what we observed:

- A move from #2 to #1 saw a 25% increase in search traffic for the client’s top key term
- The increase in position also saw rise in direct traffic and brand related key terms
- Search traffic doubled when website shifts from bottom half of page one result to top half of page one result

In addition, the analysis revealed that organic search complements non-organic methods of search engine prominence and both are essential for maximum exposure – and a maximum return on investment.

Adrac Ltd has been managing organic search and PPC for clients since 2003. The team are certified Google Accredited Professionals, MSN Ad Excellence members (Bing) and Adrac is a Yahoo Network Certified Agency.

Adrac Ltd: size is no excuse – small businesses should assess the competition

If it seems like your competitors are having more success than you, it’s a safe bet to assume that some of them are. What’s their secret? Competitor analysis could hold the key.

Size, as the old adage goes, is no excuse: small or big, your company can make money via its online presence, and don’t let anyone tell you anything different.

Similarly, don’t ever use the excuse that you’re only a small company with a small budget and the competition is so-o-o-o-o-o much bigger and commands a fearsome marketing spend.

Even on a limited budget, certain essential groundwork can be laid that will strengthen a web presence and which can be built upon gradually over time. SEO is a long term plan, remember, not a sticky plaster. Competition analysis will arm you with valuable insight into what is making your competitor successful, what their Achilles Heel is and if there is wiggle room for your business.

That has to be information worth paying for.

Adrac’s competitor analysis, for example, looks at the success of your rivals on search engine rankings and goes on to deconstruct their online strategies and tactics. The final report also includes a detailed breakdown of link structures, the quality of search engine optimisation and – crucially – which keywords they are targeting and winning to get these results.

Internet marketing/SEO companies like Adrac will use this information to put together an individual, tailored package for your company – a strategy for success.

In these times of austerity, not every small business has the budget to do everything on the list. However, a good SEO company that wants to foster a relationship over time will be willing to negotiate – and perhaps even schedule – an SEO plan.

That possibility, in itself, has to be worth a phone call.

Keeping up with the shoppers: customers up the ante on mobile websites, by Jackie @ Adrac Ltd

Another body of research has underlined the importance of having a professional website that does exactly what you – and your customers – need it to.

More about the research later. First, a public service announcement about website design.

At some point, web design became something everyone could “have a go at”, possibly dating from the 1996 launch of Microsoft Office FrontPage (now Expression Web and Sharepoint Designer) – a website designer that used the familiarity of MSWord to create documents.

Hang on, what is it you do again? Beauty therapy? Car repairs? Maybe you are the manager of an engineering company. Perhaps you run a private school.

Whatever your profession (outside the sphere of internet marketing), be assured Adrac will not try and tell you how to do your job, or try to do it for you. Just as I contact a garage if my car needs new tyres or an oil change, I expect you to contact Adrac when you require internet marketing services.  And your customers expect it too.

This is not a case of “don’t play with the tech”; the fact is a bad website costs custom and profit. In addition, mobile website optimisation needs an expert. Do some mobile browsing and see how frustrating some sites are to navigate. Ah, you don’t need to; you already know.

So, back to the research: Foresee Results has published (more) compelling evidence that the future of retail is mobile. Shoppers are using their mobile phones to spend money with retailers like you. A third of shoppers accessed store sites over the festive period and their behaviour can’t be ignored. Many used their phones to check prices and services of other retailers while physically standing in a shop. Some 8% of mobile phone users spent money at a website they visited.

Kevin Ertell, vice president of retail strategy at ForeSee, wisely said: “Any retailer not actively working to develop, measure and refine its mobile experience is leaving money on the table for competitors.”

Shoppers are rightly forcing British business to up its game when it comes to eCommerce. Not only should you have an online presence that is optimised through its design and copywriting with keywords, you also need a mobile presence that works for mCommerce.

It makes sense to get ahead of the crowd, be an early adopter and make the most of your customer loyalty in the years to come. It also makes sense to employ a specialist to do a professional job, leaving you to do what you do best, freeing time for you to develop your business and keep up with the shoppers.

Google Add-On Blocks Web Analytics

Google has launched a new version of its search facility with an add-on allowing users to opt out of having their Web usage tracked. This has sparked some concern for internet marketers who rely on web analytics for their industry.

Google reported in their official blog that the encrypted version of its web browser; Google SSL, will effectively inhibit third parties from intercepting a user’s web usage information. For web masters, this will mean less information about how a user came to visit a particular website. If a user is using Google SSL, it is unlikely their keyword data will be stored in web analytics.

As a result this could have serious implications for search engine optimisation as information about how users reach a site, and which key terms they used, is unavailable.

Google SLL does not offer complete anonymous browsing however, Google will still collect search data in order to improve its search service.