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Google’s Free Web & Marketing Tools to Optimize Your Business

1. Find out if your website is converting


Google Analytics

Google analytics is amongst one of the most popular free tools to have when it comes to tracking data on websites. It’s primarily meant to show relevant data to help you understand who comes to your website, how often they visit it and how they behave on it. All of this provides insight on if your marketing, website design and conversion tactics are working as expected. If you’re running your own ads, it’s essential to make sure they are producing a ROI. Or if you’re working with a marketing company, it’s useful to keep them accountable.

Bounce Rate

An important measurement to keep your eye on is “Bounce Rate”. It’s the percentage of single-page visits in which a person leaves your website from the landing page without browsing further or performing an action (click, filling out a form, etc.).

Having high bounce rate may seem like all your traffic is turned off by the content on the website diverting away. This isn’t necessarily the case for some businesses. It could be that you have all the information a user requires, simply by a quick browse of the homepage. In other words, a direct interaction isn’t required for them to become a client or customer. An example of this is call based services, where a user simply has to quickly read the content and jot down a phone number to call. However, if you have an ecommerce website where direct income is sourced from users performing various actions on the site, this could mean there are issues on the website that need to be addressed.

Session Duration

On average, what amount of time are users spending on your website? News, information heavy and large ecommerce websites thrive from higher sessions durations. This means consumers are taking the time to browse the content. Websites focused on more direct call-to-actions such as anything with a booking engine might want to target lower session durations in order to push users to quickly commit through forms and software.

2. Track campaign success based on traffic fluctuations

Measuring the amount of traffic on your website can be a useful insight when launching new campaigns. Usually, new campaigns are coupled with spikes in traffic, you’d be able to correlate your marketing to these results. Visual graphs can show you if your campaigns are reaching users. Google analytics is packed with tools to help you keep track of this. Especially insightful is session source data, which will show you the exact website from which a click came from.

New Users

Traffic can be divided up between new visitors and returning visitors. Whether you’re looking to build loyalty or expand into new demographics, this gives you insight into whether or not you’re reaching your goal. If your campaigns are meant to bring back old customers, you’d hope to see a greater number of returning visitors. If your campaigns are meant to reach new customers, you can check if the referral channels are where your ads are active.

Google analytics is great to measure the success of your campaign. Figuring out how your audience is viewing the page and where they are finding it from gives insight into how and if your goals are being met.

3. Pimp out your business listing

Google My Business

Another way to leverage some free tools for your business is to sign up with Google my Business. Having your business show up on Google makes your business more reputable. It allows your business to appear on maps, which is essential for businesses where location is important. It also provides calls to action for potential customers such as viewing your website, a phone number to call and even shows past reviews. It allows a business owner to upload photos showing your business operations and create posts about upcoming events. Signing up even helps with SEO (search engine optimization) as Google always gives preference to websites and companies that use a range of their services.

4. Find REAL keywords

Google keywords

This tool is a great way to create keyword lists. Just by entering a seed keyword, it can create thousands of related keywords. That list of keywords will show search volume seasonally as well as the amount advertisers are willing to pay for those keywords. This is helpful when planning text and display ad campaigns to preemptively budget and gather some expectations of performance. It can also help with SEO by letting you know what terminology potential customers are using in search, giving you strategies of how to create website content.

5. Getting your website recognized by crawl bots

Google Search Console

One of the most important things to do once you have a website up on the internet is to get it on the first page of Google, where 91.5% of organic traffic is known to come from. Most people will select one of the first ranked websites. Google search console allows you to have the google crawl bots to index your website by using a sitemap that you or your web developer submits. Think of this like giving Google a roadmap to the structure and content of your website, helping it categorize and determine its potential ranking.




6. Optimizing speed & performance

Google Page Insights

Knowing how fast your website loads can be very important for your visitors. Having a slow load time can push visitors away. People’s tolerance for load times is extremely low since websites they visit often invest so much on high functioning servers. Google’s page speed test will actually show you details on exactly what’s wrong with your website on desktop, tablet and mobile so you can fix the exact issues. Common website problems are image size optimization, render-blocking JavaScript and CSS, server response time, browsing caching, etc.