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B2B SEO Expertise Required to Combat Google Analytics Woes

We've expanded the online tools we use to compile site statistics for our clients, no longer relying solely on the figures Google decides to present.

The SEO high jinx over at Google continue to mount, with our B2B SEO clients consistently reporting irregularities in their Google Analytics reports.

We documented last year how changes in Google’s methodology of tracking and reporting site statistics were leading some site owners to think their sites were losing traffic and SEO rankings – even though Google claimed the actual traffic was consistent and that the only change was in how the figures were reported.

Since then, some B2B website owners continue to report increases in the number of terms that Google ranks their sites for but a decrease in the traffic they receive from Google, which isn’t logical. Traditionally, a site that ranks more frequently on the first page of Google will see an increase in its search traffic.

In other instances, the web addresses for individual pages are recorded inaccurately in Google Analytics, with no indication if the accompanying statistics are for the real web page or if the figures are as wrong as the web addresses are.

In one of the most disturbing incidents, Google limited the number of search terms in one site owner’s current Google Analytics report to 150 terms, down from the 1,800 terms included in that site’s previous report.  This resulted in what looked like dramatic decreases in the overall number of impressions and click-throughs reported from one month to the next, when the only thing that had changed was the number of terms that were tracked.

Without a careful review, it would have been easy to assume the site’s search engine performance had taken a nose dive and that serious remediation was required to turn things around.

Now, Google has announced that it’s expanding the sorts of statistics available through its Search Console, which powers certain sections within Google Analytics. As with previous changes (including Google’s ongoing – and unannounced – algorithm updates), it’s likely to be a bumpy roll-out.

Disruptions like these can make it difficult to gauge the success of an Internet marketing campaign and can complicate attempts to create an effective B2B SEO plan for the coming year. That’s why Pilot Fish has expanded the online tools we use to compile site statistics for our clients, no longer relying solely on the figures Google decides to present. And it’s why we keep an eye out for new tools that will continue to help us provide the most comprehensive reports possible for our clients.

If you’re looking for a B2B SEO partner that can cut through the confusion and provide the insights and action your website needs, give us a call at 877-799-9994 ext. 2102.

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