Using Google Analytics
This Google Analytics case study sums up a recent project we undertook with a California-based engineering company. This company manufacturers electrical components used in high-tech projects in the defence and communications sectors worldwide. From an SEO standpoint, their product categories ranked well but each has competition in both organic and paid search. Also, due to the nature of the end-product, this client manufactures many variations of each product resulting in multiple pages with similar content and specifications.
Average Session duration up by 20%
After analyzing at their Google Analytics, we noticed many customers used the website’s internal site search. Specifically, they were searching for individual product serial numbers. However, the site did not have individual pages dedicated to each product and their corresponding part numbers. Instead, visitors have presented a general page that contained a category table. Additionally, we weren’t finding that visitors took the next step — submitting a request for a quote for the part number they sought. Based on this data, we recommended:
1) creation of individual product pages embedded with a corresponding RFQ link and
2) add links to corresponding product tables which included product serial numbers.
Total Number of pages Index
What We Did
New Pages Created – Over the last 6 months, we’ve created over 200 new product pages.
Each of the product pages contains specifications and highly detailed information which is tailored to what their engineering-focused audience needs and wants. The new pages are indexed and ranked very quickly. Content on these pages will be updated and new sections added when relevant.
More Goal Completions – Prior to this project, the client received ~ 60 goal completions (request for quote submissions) per week. Now they are receiving 90, representing a 50% increase.
Organic SERP Visibility – We also analyzed Search Console information; this provides SEO insight as to how a website and its pages are faring in organic search.
In a 90-day period, the average number of clicks increased by 25%, from 30 to 40 clicks per day. The average number of impressions increased from 1,000 to 1,200 impressions per day.
In essence, this client is receiving more visibility and 25% more website traffic when compared to the previous period.
The Biggest Takeaway
Probably the most important takeaway from this project relates to site search. This Google Analytics report is an excellent source of information; it provides direct insight into what your visitors want to see and can’t immediately find. As an aside, if your site does not already have an on-site search, consider adding one to the site and connecting it to your Google Analytics reports.
Average Number of pages per Session up by 21%
While this project was time-consuming to implement for a company with over 500 individual
products, the 50% increase in goal completion far outweighed the time and effort.