Website Data Analytics

Table of Contents

Understanding KPI Metrics

We know that Key Performance Indicators (KPIs) are used to measure a company’s performance over a period of time. Understanding your company’s defined KPIs to be reviewed and evaluated helps to create a digital strategy knowing which levers to pull. If it’s necessary, setting different KPIs needs to be defined and monitored. Only then, your KPI monitoring will be related to the organization’s needs.

To get a clear picture of what metrics we’re tracking for your business differs from company to company and industry. Whether it’s an e-commerce company, publishing, real estate, lead generation, affiliate marketing, manufacturing & distribution, or service-based, some of the fundamentals will remain the same. We can identify how people are finding your website, and monetizing that traffic.

  • Traffic by Source
  • Unique Visitors
  • Organic Traffic, Domain Authority, and Search Rankings
  • Engagement and Behavior Metrics
  • Average Order Value
  • Cost Per Acquisition
  • Conversions and Conversion Rate
  • Visit-to-Signup and Visit-to-Lead Rates
  • Goal Completions
  • User Experience Metrics
  • Page Load Time and Web Core Vitals

Website Traffic

Once visitors land on your website, how are they seeing your site? If a large percentage of your web traffic is coming from mobile devices, over desktop, or vice-versa, understanding user interactions on the page help to optimize for more traffic and further improvements. Growing traffic for small businesses and enterprises requires different strategies and prioritization for SEO. The flow of traffic through a website for enterprise websites can learn a lot from testing and experimenting resulting in six figures, seven figures or multiples in revenue. Even smaller sites benefit from testing and experimenting to gain more website traffic.

Content Analysis: User intent

Website content user intent refers to the reason why a user is visiting a website and the information or action they are seeking. For example, a user might visit a website to purchase a product, to learn more about a topic, or to contact a business. Understanding the user intent of website visitors can be useful for creating content that aligns with their needs and expectations, which can improve the user experience and the effectiveness of the website. Additionally, understanding user intent can be helpful for optimizing a website for search engines, as it can inform the development of keywords and other SEO strategies.

There are many different types of user intent when searching on the internet, and these can vary depending on the user’s goals and the context of their search. Some common types of user intent include the following:

Navigational: The user is looking for a specific website or page. For example, a user might search for “Facebook” to find the Facebook homepage.

Informational: The user is looking for information or answers to a question. For example, a user might search for “how to make a cake” to find a recipe or instructional guide.

Transactional: The user is looking to take a specific action, such as making a purchase or booking a service. For example, a user might search for “buy shoes online” to find a website where they can purchase shoes.

Commercial: The user is researching products or services with the intent to make a purchase. For example, a user might search for “best smartphones” to compare different options before making a decision. In general, understanding the user intent behind a search query can help website owners create content that aligns with the needs and expectations of their visitors, which can improve the user experience and the effectiveness of the website.

Website & Keyword Rankings

To optimize for a full SEO funnel, using the right tools that provide teams with all the insights of a log file analyzer, web traffic, site structure, and keyword rankings is crucial for making measurable decisions. Combing multiple data sets helps us uncover new insights like how many pages actually exist in your website structure that are crawled vs. how many are visible to Google that are crawled to find out the true crawl budget.

Without a holistic approach to SEO, there’s a lot of potential for keyword cannibalization, inconsistency in content, and duplicate content. Creating keyword clusters by similar keyword sets and ranking positions combined with competitor data can show the low-hanging fruit within gap reports and create a visualization of any seasonal or potential upcoming trends.

Competitor Analysis

Competitor analysis includes those direct competitors and indirect competitors. If you have a list of direct competitors, then that’s a great start. There are still the company’s that publish content or other information that are competing on search engines for the same or similar audience you are. There are SEO tools like Nozzle, Stat, Ahrefs, or SEMRush that can pull competitor data to help analyze keywords, rankings, traffic, etc.

Reviewing competitor data sets:

  • Niche Company:New or existing companies with target audience focused on a specific subject
  • Game Changers:Emerging companies with relatively similar audiences but they are growing quickly
  • Leaders:Companies with both a large audience, a strong fan base of returning visitors and a rapid growth rate.
  • Established Players:Companies with large, established audiences and returning visitors

Frequently Asked Questions

If you want to check for Google algorithm updates, you can visit the Google Search Central blog, which is the official source of information about Google’s algorithms and updates. The blog is regularly updated with information about new algorithm updates and changes, as well as best practices for improving your website’s performance in search results. Additionally, you can subscribe to the blog to receive notifications about new posts and updates. There are also other websites that are great sources as well like,, or
Google regularly updates its algorithms to improve the quality of its search results and provide users with more relevant and useful information. These updates can sometimes have an impact on the performance of websites in search results, depending on how well they align with Google’s current ranking factors and guidelines. For example, if a website is not mobile-friendly or has a high bounce rate, it may be negatively affected by an algorithm update that places a greater emphasis on these factors.
If your website was affected by a Google algorithm update, you may notice a change in its performance in search results. For example, you might see a decrease in the number of organic visits to your site, a decline in your search engine ranking, or a decrease in the amount of traffic coming from specific keywords. Additionally, you can use tools like Google Analytics to track changes in your website’s traffic and performance over time, which can help you identify any potential impacts of algorithm updates. If you believe your website has been negatively affected by an algorithm update, you can try to identify the cause of the issue and make any necessary changes to improve your site’s performance.
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