Recapping the Uses of Google Analytics for Success with Hummingbird

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Recently we’ve been covering the various ways in which you can use Google Analytics to help successfully rank online content in a post-Hummingbird world. If you’re just joining us, Hummingbird is Google’s new search ranking algorithm. It is centered around content answering questions, rather than simply matching queries with keyword rich content. Here’s a more complete overview of Google Hummingbird.

Image courtesy of Google

Image courtesy of Google

Google Analytics Demographics for Hummingbird

In the first article of the series we covered the new Demographics section on Analytics, and its relationship with Hummingbird. Basically, Demographics give us insight into our audience including:

  • age;
  • gender;
  • interests;
  • location;
  • content they engaged; and
  • Operating System (OS).

Taking this information we can begin to build a profile of our visitors. Understanding these visitors helps us create content that is not only engaging, but content that is more likely to engage our particular audience. See this article for a closer look at how to enable Demographic tracking, and make the best use of it.

Image courtesy of Google

Image courtesy of Google

Understanding Bounce Rate and Hummingbird

Bounce rate is the percentage of users who exit your site after viewing only one page. Google takes high bounce rates, an indication of low quality content, into account when ranking pages in search. If you’re producing high quality content, answering questions and being helpful, your site’s bounce rate will be low.

As a content author paying attention to bounce rate, using Google analytics will help you rank content in a post-Hummingbird world. Taking into account a high bounce rate as an indication of low quality content lets you know to improve the quality of your content. Check back, after you’ve updated your content quality to ensure that your bounce rate has gone down. For more details on understanding bounce rate, and its relation to Google Hummingbird, see our recent article.

Image courtesy of Google

Image courtesy of Google

Average Visit Duration and Google Hummingbird

Another way content authors can help improve their content, and by extension improve their search rankings, is by paying attention to average visit duration. Basically, average visit duration is the average amount of time a visitor spends on your site. Average visit duration can be found in Google Analytics in the “Acquisition” tab under “All Traffic” as seen in the image on your left.

Higher average visit duration indicates, both to you and to Google, that your content is of sufficient quality to attract readers’ attention. That attention is very valuable because it means more time spent with your site’s calls to action. If one of your calls to action is a simple email sign up form, the more time your visitors spend with your content, the more chance they will give you their email address.

Similar to bounce rate, high average visit duration indicates to Google that your content is valuable to your readers. Google Hummingbird pays attention to a site with valuable content, and your search rank is likely to improve when your site content is valuable to visitors. For more on average visit duration and Hummingbird see our recent article.

 

Bringing it All Together: Analytics for Hummingbird

Keep in mind that Google Hummingbird is the most significant change to the Google search ranking system in well over a decade. While traditional keyword-rich content with lots of high quality back links remain important, quality content brings it all together.

Understanding the new demographics section, as well as bounce rate and average visit duration, will help you improve your content. Another major aspect of Google Hummingbird is social media, and what are called social signals. Using the above information will help your content perform well, and attract the right kind of social signals. Keeping quality content in mind will serve your ranking goals well in 2014 and beyond.

Get more information about Hummingbird and how quality content can help. Call We Do Web Content today at 888-521-3880.