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Sam Fields
10/21/2015

The Wonderland of #Google Tag Manager

You may have come across Google Analytics and Google Tag Manager during your foray into the world of Conversion Tracking. If that’s the case, then this blog will probably have you salivating in anticipation for this instalment by the Bearded Dragon (TM), me.

If you’ve already put the Conversion Tracking code on your “thank you” page, excellent, I have taught you well, young Padawan, you will go far. If you haven’t, I’m not mad, just disappointed. There is hope to redeem yourself, though.

Go to www.google.com/tagmanager while using your Google Account and create an account (yes, at present there is a lot of account creation; an issue I’m sure Google is working on). It’s relatively simple, once you’ve created the Tag Manager account, it provides a piece of code that goes on every page of your website, just after the opening <body> tags.

If you have difficulty, you probably should have your web developer put it on. Don’t feel bad, there are so many different types of websites out there that the simple instructions above can’t service them all.

Google Tag Manager houses other pieces of Google code, allowing you to add Analytics, Remarketing and our old friend, Conversion Tracking, without having the code of your website looking like an extended version of War and Peace written in Wingdings.

So now we have Google Tag Manager installed, I’m going to bypass the fiddly details of installing Analytics, Remarketing, and Conversion Tracking into the Tag Manager, despite it being one of the most exciting things I do. There’s information out there, but I want to talk about something more important to a business owner; the analysis. Let’s say that your Online Marketing Magician waves his wand in a SFW manner and suddenly your GTM is loaded with all the pieces of code, including Analytics. You can see real time tracking of people viewing your site, but you notice that while there are many people visiting, none are contacting you. It puzzles you, but you understand that the internet is subject to trends and one day is not able to represent any meaningful data.

SEO

You return in a week, because you’ve read somewhere, like here, right now, that allowing data to accumulate over a decent period of time gives a better understanding of what is happening in the website. Here are a few simple tips for initially reviewing data in Google Analytics:

  1. Bounce Rate.

If the bounce rate is above 60%, something is awry on the site. I like to see a 40% or lower Bounce Rate. Maybe your clients are being greeted with a wall of text; maybe they aren’t being greeted with enough information. This is one of my first indicators of whether a website is ‘working’ and is relevant to the interests of the person who has found your page. 

  1. Time Spent on Site + Pages Visited.

If people are visiting many pages and spending many minutes on a page, your website MUST be working, right? Not necessarily, especially if they jump off your site after doing their research without leaving their contact details. It is possible to gain these clients back using a Remarketing strategy, however, I would first look into why they are spending so much time and not contacting you. Maybe your website is a ‘brochure site’, giving people all the information they need to make a decision. If you want people to get in touch with you, you may need to revamp your website to be a ‘sales page’, in that it provides just enough interest to whet the appetite and leave them begging for more, where the only way to find out more is to contact you.

3.  Channels 

This is where your traffic is coming from and can indicate what advertising strategy is working best for you.

  1. Goals!

Like Conversion Tracking, only more in depth and across all of your channels. You can set up Goals and Goal Funnels, giving an insight into the behaviour of people on the site when it comes to getting in touch with you. If you are an e-commerce site, Goal Funnels may display to you the choke point in your sales process. Some of my clients have complained that they were getting many abandoned shopping carts, but after taking a look in Analytics we have found the drop off point and determined there was a glitch, a bug or even something as simple as requiring too much information of the potential client.

There are so many factors that influence the behaviour of people on the internet. Analysing data over weeks, months, and years will assist in figuring out the right strategy to catch new clients. Install Tag Manager, as I’ve recommended, as the possibilities for Tracking are growing within it. An as always, if you’re keen to get started sooner rather than later, then get in touch with the team here at Get More Traffic on 1300 332 256 today.

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Recent Posts

07/08/2019

Google Swaps Voice Search On Android

What if you could have your own talking AI without needing to be a billionaire? How much easier would life be for us? And, how much harder would it be for marketers to reach you beyond your AI assistant?

These days, it looks as if AI technology is developing at a rapid pace. What’s more, it also seems that that development is getting an even stronger focus, particularly at Google.

What’s happening at Google?

Changes are happening to voice search on your Android mobile devices. What was once merely a voice-activated search engine is now evolving into AI as Google swaps out its old voice search on Android devices for Google Assistant.

This change hasn’t been rolled out on all devices yet. However, Google did announce a while back that Assistant now resides in at least one billion devices.

For those who’ve noticed the change in the home page of their android phones, the conventional blue and red mic has been swapped out. However, on Chrome for Android, the Google app, and on the Chrome browser for iOS, the mic still seems to be the predominant search tool.

How does this affect SEO and SEM?

One of the main differences between the old voice search and Google Assistant is the type of information provided. Unlike voice search, which usually only provides a list of links and search results, Google Assistant “answers” your queries directly, without needing to provide you with a list of links.

What this means is that it’s a possibility that less traffic will be coming in through mobile searches. Earlier this year, Google also began testing placing ads within the Google Assistant platform, which could mean another channel through which marketers can now source their ads. (as well as yet another revenue channel for Google).

Does this mean that even organic search is going the way of paid advertising? It’s a possibility for mobile devices, as voice assistants like Amazon’s Alexa and Google Assistant continue to grow more advanced each day.

Adobe recently conducted a survey that concluded that 48% of consumers are currently using voice for “general web searches”. These, of course, don’t cover more in-depth content and research related to searches. But if AI is going to be on the forefront of development, then we can expect the number of voice searches to rise in due time, especially as Google Assistant’s set of skills are improving to the point that you can now book a ride and buy movie tickets through Assistant.

So what do we do now?

Should you start thinking about how to optimise your content for voice search? Should you start putting out audio content that users can easily consume and digest? Well, that’s one possible response for this change in organic and paid search.

Author, speaker, and known marketing expert, Seth Godin, once commented that podcasting is the new blogging. In fact, according to some of the statistics collated by podcastinsights.com, “51% (144 million) of the US population has listened to a podcast – up from 44% in 2018 (Infinite Dial 19)”. In other words, audio content is gaining ground in informational content.

Google’s John Mueller gave some tips on how to optimise for voice search, detailing what kinds of content fit and didn’t fit voice search optimisation.

One thing he recommended was to start thinking in terms of audio and voice search itself. What does your content sound like when it’s read aloud? How is your content structured and organised? How are the words on the page structured?

In other words, try to start thinking in terms of voice snippets. Think in terms of Q&A’s, and give a direct answer to any questions that potential readers may ask, and make those Q&A snippets obvious in the way your content is structured.

Remember these two things:

1. Structure your content so that it’s easy for voice search to answer queries using the information that you’ve given. Turn your titles or headers into frequently asked questions, and provide the answer in the first paragraph. 

2. Make sure that your content sounds good and cohesive when reading aloud. Try to keep things sounding conversational as much as possible. 

AI Assistants are on the rise, and it might be a good idea to start optimising your content for their eventual takeover.

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28/06/2018

Content Curation Tools For Every Skill Level

As with every piece of content that you write, the content you curate must have value. I’m sure we’ve all, at one stage, thought that there has to be an easier way to collecting links and images that may, someday, prove valuable to us. Well there is, and for each skill level, so every marketer should make use of these content curation tools because they will make your brand/business/company more trusted and reputable.

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