Digital marketing has come a long way since the 1990s and has evolved into a more streamlined, data-driven industry that relies on accuracy and authenticity. Business owners with websites want to know their demographic, how they reach their websites and what actions they take in and around their site. This isn’t easy with platforms that can do the counting for you.
Enter Google Marketing Tools, your answer to finding out more information about your audience. There are a few tools developed by the search engine giant, but we’ll discuss the three essential ones first:
1. Google Analytics
The most crucial tool you’ll need when measuring traffic on your website is Google Analytics. Over the years, it’s become more sophisticated and complex. The GA dashboard is divided into four main sections:
- Audience – find out who your customers are: their demographics, location, what operating system they use, what kind of device they use to navigate your website and how many new visitors you have versus recurring visitors.
- Acquisition – measures how your customers reach your website. View channels (organic, social, email, referrals, direct, etc.) and gauge which ones deliver the most, or the least, traffic.
- Behaviour – take a look at where your visitors spend the most time on your website. Which pages get the most traffic, what links they click from one page and how long they stay on your website before they exit or end the session.
- Conversions – metrics that measure your customers’ actions and journey from start to finish. This is usually used for e-commerce websites or campaigns that involve marketing funnels.
To see your web metrics, you can follow Google’s steps to set up your analytics. If you’re using WordPress and find the setup process a little complicated or time consuming, you can install the Site Kit1 plugin on your website.
When you’re working with Dygiq, we’ll help you make sense of the metrics through insightful and easy-to-understand reporting, employing both our proven best practices to ensure that your data is accurate and complete.
2. Google Tag Manager
One of the lesser-known Google marketing tools available, Google Tag Manager, allows you to use marketing tags on your website or app. In simple terms, it will enable marketers to update lines of code, called tags, to perform various specific functions. All without the help of a developer
There are three main parts to Google Tag Manager. These are:
- Tags – these are tracking pixels or code snippets. This is used to track a user as they land on your website. Common tags are:
- The Google Analytics tracking code
- Google Adwords remarketing code
- Facebook pixels
- Triggers – specific marks that tell Google Tag Manager where, when and how to fire a tag. Common triggers are:
- Link clicks
- Form submissions
- Variables – any other information that GTM needs for a tag to work. Some variables include:
- Data label variable
- Constant variable
- Google Analytics settings variable
We’ll admit, Google Tag Manager may not be easy to understand at first, and it might feel like a needless tool in the long run. But trust us – GTM has several benefits for your website:
- Template creation – you can export all your tags, triggers, and variables into one file that you can look at in the future and create templates for commonly used codes.
- Deploy codes quickly – as mentioned earlier, with GTM, you can add a tracking pixel and configure all of them within the dashboard. In short, GTM saves you time, effort and resources.
- Simple yet sophisticated event tracking – GTM comes with an auto-event tracking feature that will monitor website interaction. You can easily track events like link clicks and form submissions
It might sound like it’s very similar to Google Analytics, but it’s not. GA is used more for reporting and managing tracking goals, while GTM does not have these capabilities.
The Dygiq SEO experts navigate through Google Tag Manager effortlessly. With years of experience, we can properly add tags to your website to better tag any action.
3. Google Search Console
Google Search Console is a tool that easily tracks your website’s performance in search engines. You can look at which keywords you rank for, what specific pages get the most clickthroughs and impressions and compare historical data with present data.
There are four main tabs in the GSC dashboard:
- Performance – see what keywords your website is ranking for. You can see data anytime between sixteen months. You can view the following:
- Clicks – this tells the amount of clicks a page gets when people click it on search results
- Impressions – measures how often a page on your website is seen on a search result
- Average Clickthrough Rate – tells you the rate of how many people have seen your page on a search result and have clicked on it
- Average Position – tells you where you rank on average within a date range
- Index – shows you how many indexed pages are on Google and any errors that you may have encountered that could hinder some pages from being indexed. When you’re writing new content, this dashboard should take note of that on the Index Tab. There are three metrics to check, and these are:
- Experience – this gives you a summary of visitors’ user experience to your website. There are two important sections:
- Core web vitals – measures how responsive and stable your website is for users. Each page is rated as either Good, Needs improvement or Poor. Ideally, all pages should be rated as Good for page experience.
- Mobile usability – measures how each page looks and responds on mobile. Mobile pages should not have errors to be rated as Good.
- Enhancements – these are your content types that can be validated on GSC. Each enhancement type uses structured data or the information you give to search engines to help them better understand what your page is all about. Several types are rolling out every few months, and these are the more current ones:
- Breadcrumbs – help Google understand how your navigation works on your website and its pages. Once you have breadcrumbs implemented on your site, you can check GSC for any errors and opportunities.
- FAQ is used to mark up your Frequently Asked Questions pages and get it to the featured snippets on Google Search results.
- How-to – currently, this is only available on mobile devices. You can add structured data to content that shows steps or guides on solving a problem or performing a task. Like FAQs, you’ll see if your how-to articles are valid or may need some improvement on GSC.
- Job Postings helps add better visibility for your jobs or career pages.
- Logos tells Google to validate your logo and use the correct one in search results, particularly in the Knowledge Graph 2.
- Products – GSC will show you which product pages are valid. Product pages need to have the name, price and a description of what you’re selling, as well as availability and reviews.
- Videos – this is where you find information about the videos you embed on your website.
The last tabs, Security & Manual Actions and Legacy tools and reports, measure your website’s compliance. A human reviewer at Google will often determine if your website follows quality guidelines. Any strikes can influence your performance on search results.
All these Google Marketing Tools require some technical knowledge. However, they are easy to understand and implement in the long run – and you’ll realise how essential they are to maintaining good website health and performance in search results.
Your partners at Dygiq have already mastered these Google Marketing Tools and can help you improve your website and deliver high-level reports that are easy to understand. Contact us today.