For owners of small manufacturing firms, Google Analytics can quickly become overwhelming.
Because you’re so busy with running your company, you most likely look at the top-line traffic numbers to see if your website is “working” — and pay scant attention to all the other data available.
It’s not that you don’t understand how to analyze the data, but rather, you don’t understand what to measure — especially if you’re not involved in selling parts or services online.
With an e-commerce website, it’s fairly easy to see if your marketing program is working or not: you simply look at daily or weekly sales.
If you have a small, information-only website, however, “pageviews” and other similar data points mean nothing — when the end-all-be-all metric you care about is inquiries.
In my latest piece for Search Engine Land, Setting SEO KPIs for small manufacturing websites, I share my process for how to determine, set up and measure key performance indicators (KPIs) for an SEO campaign — including how to track those all important inquiries!