Has your search engine optimisation company urged you to move to Google’s Universal Analytics? One of the key reasons to make the move is the addition of more in-depth demographic data. It’s worth noting at this juncture that extra tracking parameters will need to be added to enable this feature and as such we recommend requesting implementation from your webmaster/ search engine optimisation company from the offset. While analytics has previously included pertinent data about your users, the new data sets allow you to drill even further into your user base.
The historic data available included Geo data, which gives you the opportunity to focus your marketing activities (both on and off line) more accurately. This is particularly useful in conjunction with Geo-targeting settings within Adwords.
Other information included the option to drill down into the platform and even browser type that the user is utilising. This combined with the associated bounce rates allowed many a search engine optimisation company to tighten up usability and therefore retention across platforms.
With the addition of demographic tracking you will be able to access information regarding the gender and age of your users. It is perhaps important to note that Google is still retaining privacy elements within these reports in that the data is taken as whole – no single user profile can be traced to an action, instead the data is presented in percentage of user’s format. Also, with the continuation of Dark google datasets, a healthy amount of user data is still “(not set)” – note in the tables below that the data applies to only 54.50% of the traffic to the site. The charts below give a snapshot of how the user age and gender data is presented within the software.
The immediate uses of this information in a broad marketing sense are huge, and this is echoed within the realm of SEO. For example, as the site is predominantly used by women in the age range of 45-54, the emphasis would be on creating a simple but functional website with perhaps lighter colours. If the demographic data had shown a younger male user base, darker hues maybe more enticing and the site may be expected to offer more than a simple platform to purchase from.
Another piece of data that is a veritable coop for a search engine optimisation company is the interest’s data set. The table to the right offers an example of the type of data that is provided, allowing you to further build a picture of your users that can be used to tailor your site to match their requirements. In terms of SEM, knowing your users interests, age and gender allows you to create content that is specifically tailored to that market. This in turn should generate more interest in the pieces and thus increase the link bait potential of your content provision.
The introduction of the newer suite of demographic data and the continued usage of the existing reports means that within the GA platform there is a hard hitting suite of data about your user base. Using this data to refine your onsite user experience, target your marketing activities and create sharable content is a great way to further your SEO campaign. For more information about enabling the reports or onsite optimisation contact Digital State Marketing.