{"id":9488,"date":"2017-12-06T08:17:21","date_gmt":"2017-12-06T14:17:21","guid":{"rendered":"http:\/\/www.bluehost.com\/blog\/?p=9488"},"modified":"2017-12-06T08:17:21","modified_gmt":"2017-12-06T14:17:21","slug":"5-ways-to-use-google-analytics-data-to-optimize-your-wordpress-website","status":"publish","type":"post","link":"https:\/\/www.bluehost.com\/blog\/5-ways-to-use-google-analytics-data-to-optimize-your-wordpress-website\/","title":{"rendered":"5 Ways to Use Google Analytics Data to Optimize Your WordPress Website"},"content":{"rendered":"<p>Since 2005, Google Analytics has provided marketers and website owners with in-depth data about a website\u2019s traffic, users, and content. Using this tool, marketing professionals can make informed decisions with regards to their content, <a href=\"https:\/\/www.bluehost.com\/blog\/step-by-step-seo-website-structure\/\">website structure<\/a>, and promotional strategies.<br \/>\n<span style=\"font-weight: 400;\">When your website isn\u2019t ranking in the search results or you\u2019re not seeing the results you desire, turn to Google Analytics for insight. Often, the way your <a href=\"https:\/\/www.bluehost.com\/wordpress\/wordpress-hosting\">WordPress<\/a> website has been optimized is the culprit keeping your website from accomplishing the goals you\u2019ve outlined for your marketing objectives.<\/span><br \/>\n<span style=\"font-weight: 400;\">Here are a few ways the data found in Google Analytics can help you optimize your WordPress website:<\/span><\/p>\n<h2><b>1. Traffic Acquisition Data<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The traffic acquisition report in Google Analytics helps you identify where your website traffic is coming from. By understanding how users are finding your website, you can determine which marketing efforts are working and which need assistance.<\/span><br \/>\n<span style=\"font-weight: 400;\">Within Google Analytics, you can narrow down your traffic by channels, source, and medium.<\/span><br \/>\n<b>Channels<\/b><span style=\"font-weight: 400;\">\u00a0are how Google Analytics categorizes where your website traffic came from. Examples of channels include:<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Social Media<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Organic Search<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Direct Traffic<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Email Marketing<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Paid Search<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Referral Traffic<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Display Advertising<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.bluehost.com\/blog\/affiliate-marketing-for-beginners\/\">Affiliate Marketing<\/a><\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Think of channels as the different tactics for driving users to your website.<\/span><br \/>\n<span style=\"font-weight: 400;\">Each channel also has a\u00a0<\/span><b>source<\/b><span style=\"font-weight: 400;\">. The source indicates where users access your website. For instance, when reviewing the sources for your social media traffic, you may find facebook.com listed as a source.<\/span><br \/>\n<span style=\"font-weight: 400;\">The\u00a0<\/span><b>medium<\/b><span style=\"font-weight: 400;\">\u00a0displays the category of traffic within your sources. An example of a Source\/Medium listing would be \u201cgoogle \/ cpc.\u201d This indicates that a user clicked on a cost-per-click (CPC) ad on Google to access your website.<\/span><br \/>\n<span style=\"font-weight: 400;\">All of this vital traffic information can help you make wise content and blogging decisions. For example, if you notice your social media traffic is excellent but your referral traffic is low, this means you need to\u00a0<\/span><a href=\"https:\/\/www.bluehost.com\/blog\/link-building-101\/\"><span style=\"font-weight: 400;\">build more quality backlinks<\/span><\/a><span style=\"font-weight: 400;\">\u00a0for your website. Or, if you notice certain pages or content have low organic search traffic, you may need to reorganize the page for a relevant keyword to maximize rankings in search engines.<\/span><br \/>\n<span style=\"font-weight: 400;\">Knowing how you acquire website traffic is key to formulating a well-rounded marketing strategy and optimized WordPress website.<\/span><\/p>\n<h2><b>2. Bounce Rate<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">In Google Analytics, the\u00a0<\/span><a href=\"https:\/\/support.google.com\/analytics\/answer\/1009409?hl=en\"><span style=\"font-weight: 400;\">bounce rate<\/span><\/a><span style=\"font-weight: 400;\">\u00a0tells you the percentage of users that visited a single page on your site and exited immediately. As you can imagine, having a high bounce rate is not ideal. The goal is to have users interact with multiple pages on your website.<\/span><br \/>\n<span style=\"font-weight: 400;\">Website pages or blog content with a high bounce rate should raise a red flag. Pages with a high bounce rate could have any of the following issues:<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Irrelevant content<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Improperly formatted content<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Slow load times<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Technical WordPress errors<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">An intrusive user experience<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Pages with a low bounce rate have content and imagery that resonate with the target audience, serve a purpose, or answer a question. While a multitude of aspects can affect the bounce rate, the quality and relevance of the content is always a leading factor.<\/span><br \/>\n<span style=\"font-weight: 400;\">One method for determining which designs, copy, or elements of a page receive a low bounce rate is\u00a0<\/span><a href=\"https:\/\/www.bluehost.com\/blog\/how-and-why-to-split-test-your-wordpress-website\/\"><span style=\"font-weight: 400;\">split testing<\/span><\/a><span style=\"font-weight: 400;\">. Split testing allows you to test various elements of a web page such as a headline, format, and design to see which does better with your target market.<\/span><br \/>\n<span style=\"font-weight: 400;\">While Google Analytics can tell you which pages are experiencing a high bounce rate, it\u2019s up to you to determine\u00a0<\/span><i><span style=\"font-weight: 400;\">why<\/span><\/i><span style=\"font-weight: 400;\">\u00a0this is happening and optimize your WordPress website accordingly.<\/span><\/p>\n<h2><b>3. Discover What Content Produces the Most Website Traffic<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Another benefit of Google Analytics is the ability to identify the content that drives the most traffic to your website.<\/span><br \/>\n<span style=\"font-weight: 400;\">To find this content, first, set your Google Analytics reports to pull data from a specific time period, such as the last three months. Then, head to the left-hand column of the tool and follow this path:\u00a0<\/span><b>Behavior &gt; Site Content &gt; All Pages<\/b><span style=\"font-weight: 400;\">. From here, you\u2019ll sort your content by page views in descending order so the most visited content is on top.<\/span><br \/>\n<span style=\"font-weight: 400;\">This report enables you to see which website pages and blogs are generating the most traffic. You can use the \u201cSecondary Dimension\u201d tool to combine this information with the Source\/Medium report and see where traffic for your top performing content is stemming from.<\/span><br \/>\n<span style=\"font-weight: 400;\">Understanding which content drives the most traffic is an essential part of every WordPress website optimization strategy. When analyzing your top pieces of content and pages, ask yourself:<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Why is this particular page driving traffic?<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What aspects of this content work well?<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Can I draw inspiration from this page for future content?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">With this data, you can work to create and promote new content that drives traffic based on the structure and context of your best performing content.<\/span><\/p>\n<h2><b>4. Average Pages Per Session and Session Time<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">When working to optimize a WordPress website, it is imperative to know how many pages your users engage with on average. The\u00a0<\/span><b>average pages per session<\/b><span style=\"font-weight: 400;\">\u00a0metric on Google Analytics tells you exactly that. When you log into Google Analytics, click on Audience followed by Overview to find this data.<\/span><br \/>\n<span style=\"font-weight: 400;\">Naturally, you want your audience to engage with multiple pages throughout their experience with your website. If your average pages per session seems low, study the structure of your WordPress website. Users must be able to navigate seamlessly through your website without confusion. Otherwise, they become frustrated or uninterested and leave, driving up your bounce rate. Optimize the content, flow, and design of your website to encourage users to engage with multiple pages when visiting your website.<\/span><br \/>\n<span style=\"font-weight: 400;\">Another Google Analytics metric to examine is the\u00a0<\/span><b>average session duration.<\/b><span style=\"font-weight: 400;\">\u00a0Google defines\u00a0<\/span><a href=\"https:\/\/support.google.com\/analytics\/answer\/1006253?hl=en\"><span style=\"font-weight: 400;\">average session duration<\/span><\/a><span style=\"font-weight: 400;\">\u00a0as\u00a0<\/span><i><span style=\"font-weight: 400;\">the total duration of all sessions (in seconds) divided by the number of sessions.<\/span><\/i><span style=\"font-weight: 400;\">\u00a0Understanding the average length of all site visits combined gives insight into how your website is performing.<\/span><br \/>\n<span style=\"font-weight: 400;\">Again, optimizing the website to captivate and retain the user is vital for increasing the average pages per session and average session duration.<\/span><\/p>\n<h2><b>5. Identify Weak Pages and Blog Content<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Using the Google Analytics reports and data discussed, you can determine which pages and blog content are not performing well. To review, the following information in Google Analytics will help you discover underperforming content:<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Pages with high bounce rates<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Content with little to no traffic<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Minimal time on site<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Low average pages per session<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Once you find these weak pages, you can work to transform them into optimized, high-performing pages for your website. Optimizing your website pages requires more than adding a few related keywords. To rank on search engines, be shared on social media, and ultimately, drive traffic to your website, your pages and content must meet the following criteria:<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Boast informative and appealing content relevant to the user\u2019s query or interests<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Have a user-friendly design, format, and overall experience<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Offer speedy load times<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Provide a secure experience for users<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Use appropriate keywords, titles, and other criteria for SEO<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Using Google Analytics data to locate weak pages gives you the ability to remedy poor content and other factors leading to unsatisfactory marketing results.<\/span><\/p>\n<h2><b>Optimizing Your WordPress Website using Google Analytics Data<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">With the wealth of data provided by Google Analytics, you can ensure your WordPress website is fully optimized for maximum online performance.<\/span><br \/>\n<span style=\"font-weight: 400;\">What information found using Google Analytics do you find to be the most beneficial for your website? Share your experience in the comments below or browse our <a href=\"https:\/\/www.bluehost.com\/wordpress\/managed-hosting\">fully managed WordPress Pro hosting<\/a> solutions.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Since 2005, Google Analytics has provided marketers and website owners with in-depth data about a website\u2019s traffic, users, and content. Using this tool, marketing professionals can make informed decisions with regards to their content, website structure, and promotional strategies. When your website isn\u2019t ranking in the search results or you\u2019re not seeing the results you [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":9489,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_title":"5 Ways to Use Google Analytics Data to Optimize Your WordPress Website","_yoast_wpseo_metadesc":"Google analytics provides insights that help to grow and strengthen your WordPress website. We'll walk you through the top 5 ways to use this profound tool.","inline_featured_image":false,"footnotes":""},"categories":[3067,1345],"tags":[3311,3322,3330,3335],"ppma_author":[602],"class_list":["post-9488","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-performance","category-website","tag-analytics","tag-conversion-rate-optimization-cro","tag-how-to-guides","tag-small-business"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>5 Ways to Use Google Analytics Data to Optimize Your WordPress Website<\/title>\n<meta name=\"description\" content=\"Google analytics provides insights that help to grow and strengthen your WordPress website. We&#039;ll walk you through the top 5 ways to use this profound tool.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bluehost.com\/blog\/wp-json\/wp\/v2\/posts\/9488\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 Ways to Use Google Analytics Data to Optimize Your WordPress Website\" \/>\n<meta property=\"og:description\" content=\"Google analytics provides insights that help to grow and strengthen your WordPress website. We&#039;ll walk you through the top 5 ways to use this profound tool.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bluehost.com\/blog\/5-ways-to-use-google-analytics-data-to-optimize-your-wordpress-website\/\" \/>\n<meta property=\"og:site_name\" content=\"Bluehost Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/bluehost\/\" \/>\n<meta property=\"article:published_time\" content=\"2017-12-06T14:17:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.bluehost.com\/blog\/wp-content\/uploads\/2017\/12\/analytics-2697949_1920-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1281\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Machielle Thomas\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/machiellethomas\" \/>\n<meta name=\"twitter:site\" content=\"@bluehost\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Machielle Thomas\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.bluehost.com\/blog\/5-ways-to-use-google-analytics-data-to-optimize-your-wordpress-website\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.bluehost.com\/blog\/5-ways-to-use-google-analytics-data-to-optimize-your-wordpress-website\/\"},\"author\":{\"name\":\"Machielle Thomas\",\"@id\":\"https:\/\/www.bluehost.com\/blog\/#\/schema\/person\/5f0415b94c1232ec2b636fb579189d3c\"},\"headline\":\"5 Ways to Use Google Analytics Data to Optimize Your WordPress Website\",\"datePublished\":\"2017-12-06T14:17:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.bluehost.com\/blog\/5-ways-to-use-google-analytics-data-to-optimize-your-wordpress-website\/\"},\"wordCount\":1263,\"commentCount\":11,\"publisher\":{\"@id\":\"https:\/\/www.bluehost.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.bluehost.com\/blog\/5-ways-to-use-google-analytics-data-to-optimize-your-wordpress-website\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.bluehost.com\/blog\/wp-content\/uploads\/2017\/12\/analytics-2697949_1920-1.jpg\",\"keywords\":[\"Analytics\",\"Conversion Rate Optimization (CRO)\",\"How-To Guides\",\"Small Business\"],\"articleSection\":[\"Performance\",\"Website\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.bluehost.com\/blog\/5-ways-to-use-google-analytics-data-to-optimize-your-wordpress-website\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.bluehost.com\/blog\/5-ways-to-use-google-analytics-data-to-optimize-your-wordpress-website\/\",\"url\":\"https:\/\/www.bluehost.com\/blog\/5-ways-to-use-google-analytics-data-to-optimize-your-wordpress-website\/\",\"name\":\"5 Ways to Use Google Analytics Data to Optimize Your WordPress Website\",\"isPartOf\":{\"@id\":\"https:\/\/www.bluehost.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.bluehost.com\/blog\/5-ways-to-use-google-analytics-data-to-optimize-your-wordpress-website\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.bluehost.com\/blog\/5-ways-to-use-google-analytics-data-to-optimize-your-wordpress-website\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.bluehost.com\/blog\/wp-content\/uploads\/2017\/12\/analytics-2697949_1920-1.jpg\",\"datePublished\":\"2017-12-06T14:17:21+00:00\",\"description\":\"Google analytics provides insights that help to grow and strengthen your WordPress website. 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