Our Google Analytics Reporting Explained

analyticsMarketing strategies can be a lot of fun to play around with, but they don’t mean much without data analysis and reporting.  That’s why we offer several KPI (Key Performance Indicators) for our clients to determine if their campaigns and marketing strategies are successful.

If you’re a current website or SEO client, this article is designed to help you understand KPI’s so you can best judge your results.

About Website Metrics

Website Metrics: Shows how people are finding your website, how many people are finding your website, where they are coming from and how much time they spend on your website.

  • Selected Period: The calendar period selected in the dropdown above. Defaults to the previous full month.
  • Trend Over Time: Shows how your website has performed over the last year.
  • Previous Period: Shows how the selected period (one month) compares to the previous period. Green indicates improved performance compared to the previous period.
  • Previous Year: Shows you how the selected period compares to the same time last year. Green indicates performance has improved over last year at the same time.

Site Visits and Visitors Explained

  1. What’s the difference between visits & visitors?
    • A visitor is a single person (or IP address associated with an internet user) who visits your website. A visitor can visit your website more than once.
    • Visits count how many total visits there are, even when it’s from the same visitors.
  2. What are organic visits?
    • Organic means that the visits are unpaid.
    • This means that people arrived without the aid of paid advertising, such as with Google or Facebook ads.
  3. What does mobile visits measure?
    • Mobile is any device that isn’t a laptop or desktop computer.
    • This includes mobile phones and tablets.
  4. What are pageviews? How is that different from visits?
    • Visits measures how many times users arrive at your website.
    • Pageviews shows how many web pages were visited in total.

Keywords and Top Pages

Understanding “Not Provided” in Keywords Reporting

  • Landing Pages: These are pages where people initially arrive on your website. Usually, your home page is the top landing page, though many second and third tier pages or posts may be higher depending on SEO. This gives you a sense of what people are really looking for when they find your website.
  • Top Pages vs. Landing Pages: Top pages are the pages that receive the MOST visits. Top landing pages are the pages that visitors arrive at FIRST.
  • Top Exit Pages: These are the pages that people see last before they leave your website. If your top landing pages and top exit pages are the same, this could indicate a high bounce rate (people who change their mind and leave once they arrive at your website). If you have a high bounce rate, we should investigate why this is happening and improve calls-to-action to keep visitors on your site longer.

Traffic Sources Explained

Where are people coming from when they visit my website?

Website visitors come from many sources, including search engines, social media and referrals from other websites. This section seeks to break that down so you can see exactly where your web traffic is coming from. Using this, we can determine what’s working and not working and where we should focus more attention to send more traffic to your website.

Top Sources: This is an overall snapshot of how people are getting to your website broken down by category.

  • Organic = Search Engines
  • None = User Typed in Your URL
  • Referral = Non-Search Engine Website Link (social media, vendor website, external blogs)
  • CPC = Cost-Per-Click, or Paid Advertising

Source/Medium: This breaks down your top sources for web traffic so you can see deeper numbers.

  • Which organic/search engines are referring you most?
  • How many people are typing in my web address directly?
  • Which social networks are performing the best?

It gives you more detailed information about your top sources of website traffic.

If you have more questions, contact your account manager or fill out our online form to learn more.

Google Penalizes Websites That Aren’t Mobile Friendly

Mobile Friendly Sites get preference in Google searchIf you haven’t heard about yesterday’s Google algorithm update that penalizes websites that aren’t mobile friendly and you don’t currently have a mobile responsive site (or a mobile version of your website), then your website manager has a lot of explaining to do.

Google announced last month that they would actively push down websites that aren’t mobile friendly in the search results, which will dramatically decrease the amount of traffic you’re receiving.

There’s good news, though.  Even if you haven’t upgraded to a mobile friendly website, you can recover from this blow from Google.  It just may take a little more time, extra work and more money. However, the longer you wait to make this upgrade, the more it will hurt your business.

Don’t have a web developer who can update your site?  No problem.  Contact us at Total Social Solutions and ask us about getting your website redesigned for mobile responsiveness.  We’re offering special deals through May 30 that you can take advantage of, including special discounts:

  • for current and previous clients
  • for all medical aesthetic practices
  • when you bundle a new website with an ongoing internet marketing campaign.

Contact us for a no-obligation evaluation and quote and find out how we can get your new mobile responsive website up in as little as 4 weeks.

Contact us right away. Our special rates are only available through May 30, and we are only able to take on a small number of new clients to ensure the best value of service and product.

Google Penalizes Websites That Aren’t Mobile Friendly

Mobile Friendly Sites get preference in Google searchIf you haven’t heard about yesterday’s Google algorithm update that penalizes websites that aren’t mobile friendly and you don’t currently have a mobile responsive site (or a mobile version of your website), then your website manager has a lot of explaining to do.

Google announced last month that they would actively push down websites that aren’t mobile friendly in the search results, which will dramatically decrease the amount of traffic you’re receiving.

There’s good news, though.  Even if you haven’t upgraded to a mobile friendly website, you can recover from this blow from Google.  It just may take a little more time, extra work and more money. However, the longer you wait to make this upgrade, the more it will hurt your business.

Don’t have a web developer who can update your site?  No problem.  Contact us at Total Social Solutions and ask us about getting your website redesigned for mobile responsiveness.  We’re offering special deals through May 30 that you can take advantage of, including special discounts:

  • for current and previous clients
  • for all medical aesthetic practices
  • when you bundle a new website with an ongoing internet marketing campaign.

Contact us for a no-obligation evaluation and quote and find out how we can get your new mobile responsive website up in as little as 4 weeks.

Contact us right away. Our special rates are only available through May 30, and we are only able to take on a small number of new clients to ensure the best value of service and product.

Yelp, YouTube and Google Plus: Ignoring these three social networks will guarantee lost business

No matter how much internet marketing you’re doing, chances are you’re missing out on a lot more business for your practice because you’re not taking advantage of certain websites and social networks.  Why?  Because no one has explained to you the value of using these online tools.

You can get a lot doing your SEO (search engine optimization), and Facebook can be a great way to drive traffic and sales, but even being visible on the top 2 websites in the nation (Facebook and Google) may not be enough, and you can still double or triple your business if you start utilizing a few websites that your competitors aren’t using or at least aren’t using right.

Yelp, YouTube, and Google+ are some of the most powerful and underutilized social networks that can bring a tremendous amount of traffic and business to your practice.  Below, we’ll break them down to explain why they are so valuable and how you can dominate the search results for your area by using these and using them well.

Yelp Tips for Aesthetic Medical Practices

Yelp for BusinessYelp, love it or hate it, is a powerful tool for a few different reasons.

  1. Active Yelp users are ready to buy and they’re ready to buy right now.
  2. Yelp is now powering GPS inside of luxury vehicles, your primary target market (and now General Motors is even looking to integrate Yelp into GPS)
  3. Yelp powers the Apple iPhone Maps app.

Looking at just these three points, you know that:

  1. Your target market is on Yelp, and
  2. They are ready to buy!

Finally, Yelp users are some of your most important customers, no matter how much they are spending with you, because they are what are called “Brand Ambassadors.”  They willingly share their experience in your practice, driving more business to your door.

Does this mean that you HAVE to advertise on Yelp? Not necessarily, though it helps.  But many business owners won’t even claim their Yelp business page (or set one up), brand it and maintain it while driving existing clients to the page to leave reviews.  By simply nurturing this online space and paying attention to it while asking patients and customers to leave reviews and check-in, you’re already ahead of the majority of your local competition.

YouTube Video Marketing Power

You Tube Video Marketing for Plastic SurgeonsYouTube is the next underutilized social network,  and it’s likely because many people think that it it requires a lot of money or time to generate good videos. While it does take a bit of planning, good videos can generate a lot of positive SEO (search engine optimization) value, as YouTube is owned by Google and is often found in search engine results pages.  YouTube videos are also tremendous sales tools as they allow people to get to know you and your practice before ever setting foot in your practice while also showing them demonstrations of different procedures. Having a well-maintained YouTube channel gives your website incredibly strong back links as well as great educational tools you can post everywhere else online including Facebook, Twitter and Google+.

Best of all, not all of your videos have to be professionally filmed, cut and branded.  You can film 30 second-3 minute videos using your mobile device, a camcorder or even just using your webcam and produce a ton of useful content for your patients and potential patients.  Then, start uploading one of these videos each week, publishing all over your social media channels and your website to boost your SEO value and social media engagement.

Google+: The Misunderstood Social Network

google plusGoogle+ is under-appreciated and underutilized, largely because most people don’t understand how to use it.

Google Plus was created as a social media platform to rival Facebook; it’s for this reason that many people only see it as a social network and they fail to see the other wonderful benefits that come with having a Google+ page.

While your demographic does not necessarily use Google Plus as a social network, it’s still incredibly valuable to your business to have a well-branded Google+ presence, a verified Google+ Local listing (it’s the new Yellow Pages) and to post regularly on your Google+ page.  It gives your website tremendous value as Google favors these backlinks. Posting daily to Google+ will also help drive more traffic to your Google+ Local listing, even if potential patients are doing a simple Google search and not actively using the social network or Google maps. Finally, your Google+ page will integrate with your YouTube channel, adding even more power to your Google search results, placing you higher on the search engine results pages (SERPS).

If you need help putting together a strategy to better use Yelp, YouTube and Google+ for your aesthetic medical marketing needs, please contact Total Social Solutions for a free consultation.

You’re Losing Business if you Ignore Yelp

In medical aesthetics, Yelp is considered a 4-letter word…in every sense.

Put simply, Yelp is the bane of the medical aesthetics industry.

…but is it really, or have we all just heard enough horror stories from the minority to make us think that Yelp is a nightmare business killer?

Either way, you can’t escape Yelp.  If you think Vitals and Real Self is driving your business, think again.  Yelp users are everywhere (and checking in at every location) and are more likely to review you on Yelp than they are to visit a medical related review site.

That aside, there are other reasons you should make sure you have control of your Yelp presence that you likely weren’t aware of.

Technology is growing quickly, and social media is rapidly replacing search engines and other time saving convenience items such as:

  1. Apple Maps:  Yelp recently partnered with Apple, making the iPhone map application Yelp driven.    What does this mean to you?  It means that iPhone users browsing the nearest location to get a  facial, hair removal or skin cancer screening will see your business on their iPhones.  If you’re not there, however, or your Yelp page is littered with negative reviews you haven’t addressed, you’ll lose that customer.
  2. GPS Systems:  Siri is now also powered by Yelp in newer models of luxury cars (think Lexus, Mercedes, Jaguar and BMW).   So when Laura feels she’s getting too old after celebrating her 30th birthday and sees the start of crows feet in the rear view mirror, she’ll shout, “Siri!  Find the nearest Botox provider!”  The results she will get are Yelp listings and reviews.  Again, if you aren’t among them or your star rating on Yelp is low, you’ll lose that potential business.

Yelp Ranks High in Google Search Results

If it weren’t enough that Yelp is now in every iPhone and luxury vehicle, Yelp business listings are also dominating Google search results as demonstrated in the screenshots below:

Botox Los Angeles Google search results are the top 2 listings.

After Google’s paid ads, Yelp listings rank in the Top 2 in the search results.

Making Yelp Work FOR You

Our clients receive special training from our Customer Satisfaction Managers that we like to call “Yelp Help” that includes instructional materials on how to respond to negative reviews, improve Yelp star ratings, and rank higher in the search results.  In addition, we do some of the leg work for them by managing their ad campaigns.

If you are a client of ours and haven’t received Yelp Help or feel that a greater focus needs to go into your Yelp presence, contact your Customer Satisfaction Manager right away to get started or get a quick refresher.

If you are currently running ads on Yelp but could use some expert assistance from our team, please let us know so we can help you squeeze every penny out of your Yelp advertising budget.

Not already a client?  Contact us right away, and we’ll show you how we can make Yelp work for your medical aesthetic practice.

 

Making sure your audience sees your posts

Make sure people see your social media posts

Do your fans and followers actually see your posts?

Let’s remember the ultimate goal as we build out our social media audiences: building loyal communities that will buy more product and services, refer more new clients, and resist the temptation to buy from other vendors.

In order to encourage people to buy more products and services, it’s important to know the right way to reach our audience on each social media platform. They have to hear what we’re saying, right?

This article will focus on maximizing impressions for our messaging, particularly impressions for our promotional posts.  Each social media platform requires different standards and best practices to maximize these impressions.

Facebook, for example, allocates impressions for your posts based on your EdgeRank. Facebook essentially assigns a ranking to your posts based on:

 

  • past posts
  • your page’s history
  • the content of your posts
  • and how people engage with your post during its first several impressions.

 

You can see this in action yourself; a post with a lot of engagement (say, a funny picture) will be very visible on Facebook, where an unexciting post (e.g. a short status update with no link or picture) will often go ignored.

Twitter, on the other hand, displays every post to every follower. The challenge on this medium is to make sure that your post gets seen before it gets ‘pushed down’ in the feed by other posts.

Other networks carry with them different idiosyncrasies. Yelp and YouTube tend to be very search-based and carry strategies similar to SEO, and FourSquare is not search-based at all… promotions tend to get seen if and only if clients are already onsite.

The table below captures some best practices we’re using to make our promotions stick.  Please contact your account manager if you have questions about how we can better use your social networks to build your audience.

Network
Best practices
Caveats
FacebookUse images
Write compelling copy (keywords, images, humor)
Request for shares
Promote posts for inexpensive impressions
Don’t spam (this includes overpromoting or posting more than 3 times/day)
TwitterHashtags
Request retweets (RT)
More frequent posts (e.g. 3x Facebook)
Don’t spam (this includes too many or unrelated hashtags, or multiple identical posts)
Monitor your audience
YelpRequest checkins
Tastefully encourage reviews (contact your campaign manager for details)
Respond to negative reviews appropriatelyReview filtering

Respond to positive reviews

FoursquareMarket onsite
Rewards for frequent checkins
Google+Hashtags
Request shares
YouTubeUse keywordsTitles should be descriptive and SEO friendly
PinterestHashtagsBe careful about copyright

 

If you’re not already a client, then contact us and we’ll talk to you about how we can maximize the effectiveness of your promotions.

Why social media is the new SEO… the future of search is social.

Months ago, Total Social Solutions published this article about the advent of Google’s new ‘Search Plus Your World’ default search platform. This was the first move by a major search engine to incorporate social media into traditional search results.

Social media is stronger than SEO

Google has repeatedly stated the integration of social and search will deliver more relevant search results for users. The prevailing logic has nothing to do with social media, SEO, nor even technology. To get some perspective on this, let’s take a big-picture look.

Since the beginning of mankind, we as a species have relied upon the recommendations of other people. Family members, friends, and thought leaders have been the primary places that we turn to in order to know what to do, where to go, or what purchases to consume. The reason we trust the recommendations of friends or relatives more so than strangers is that we trust people who are close to us.

So, it should not be surprising that Google, Facebook, and other online behemoths are interested in having our online experiences mimic your real, not-online life. Their beliefs are simple: if search results can mimic your cocktail party experience, you’ll be more likely to use their platform.

Google+ Local & Yelp are more powerful than search engines

In the latter portion of the 20th century, Americans enjoyed the expert restaurant reviews of Zagat contributors. Zagat became the ultimate authority, and the one place that a traveler could turn to in order to get information on restaurants (and eventually other businesses) in another city. For years, Zagat enjoyed revenue from consumers of these reviews through sale of their print books and online subscription-based services.

With the growth of Google+ Local, Yelp, and other countless online review sites, the market for paid review results went away permanently. Recognizing a synergy, and as a direct competitive offensive towards Yelp, Google bought Zagat, and its entire database. Google then rolled Zagat into the new Google+ Local. We published this article on the topic after the launch of this new platform which will be a major competitor to Yelp. Google+ Local is already a formidable force due to its high search visibility. It will only grow. The great news for TSS clients is that we support your business’ Google+ Local listing, contact your account coordinator if you have questions on optimizing this listing.

We specialize in Google+ Local optimization

Finally, the rumors have been circulating for some time that Facebook is developing a search tool. The vision of Mr. Zuckerberg and his team is that Facebook can be a place where users can poll their friends and family members about goods, services, and experiences that they are considering buying.  Concrete evidence of this Facebook search tool has yet to surface.

What this means for you and your business:

  • Social media is the bleeding edge of search.
  • In the not-too-distant future, search will be driven by social media.
  • Traditional SEO techniques will be largely supported by social media results due to search algorithms shifting to favor social content

Think about that statement… social media is not just the cutting edge, but is ahead of the cutting edge of search. If you want to get ahead of the competition, and stay ahead of the competition, your presence on social media will give you a huge advantage over your competition. The further ahead that you can pull today; the more ground the competition will have to make up in the future.

Your TSS account representative can help you position your brand for success today, and into the future. Contact us for more information, so you stay ahead of the constantly changing competitive market.

When is the best time to post content?

Here at TSS, we are managing a large number of brands throughout the medical field, and these brands are scattered throughout the US. We work with small clinics, large multi-provider practices, and some aesthetic brands.

Now, this is not to brag, but to lay the groundwork that we have a rather unique perspective on the medical marketplace in social media.  This is important when we are asked…

When is the best time to post on social media?

When is the best time to post content on Facebook, Twitter, and Google+?

We here at TSS headquarters are working hard pulling together our own proprietary database that will be available exclusively to TSS clients (and for their benefit).  As we work on that, we came across this great piece that answers this question while looking at the broader marketplace.“When is the best time to post content?”

Some key takeaways:

  • Most sharing on Facebook is done on Saturday
  • Best time to tweet is at 5PM
  • If you have a national brand…80% of your target customers are in the Eastern and Central time zone, so plan your content appropriately.

Have more questions about your program? Contact your TSS Account Coordinator, we are here to help!

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