SEO creates more than virtual signposts pointing to your ecommerce website. It ensures that your website is organized in a way that is helpful to both users and search engines. And it helps connect your business to people looking for your products and services.
If you are familiar with SEO and metatags, the concept of tagging your store will not be alien to you.
What is Google Tag Manager and How to Use It
With Google Analytics, you can see much more than how many people are visiting your webpages. Using Google Tag Manager, businesses can use Google Analytics to see analytics data based on revenue. For example, the business can determine how much users who arrive via organic searches spend compared to customers who came from an affiliate link.
There are three main ways to integrate Google Tag Manager with your webstore.
- Custom Integration
In this option, you modify your theme and then hardcode the Google Tag Manager integration. Although the GTM integration code doesn’t change, making this method less risky than any other integration, it is not considered best practice.
- Native Integration
Depending on your webstore platform, you may be able to add the Google Tag Manager code without using a plugin or customizing your theme. A free-form text field for embedding code in a header or footer would do the trick.
- Plugin or Extension
The third and final primary way to integrate Google Tag Manager is to use a plugin. Whether you can do this, and how effective it will be, will depend on your ecommerce platform.
Tracking the Metrics that Matter
Within Google Analytics, you can set up goals to keep you focused on the metrics that indicate the true performance of your business, not just how it appears to be performing.
- URL Destination Goals
Don’t just track landing pages and pages that invite visitors to download a file. By tracking PDFs and confirmation or thankyou URLS, you can determine how many people are converting and where.
- Visit Duration Goals
This useful tracker tells you how long people stay on your site. Using the drop-down menus, you can set the duration goal to track every visit that is below a certain duration.
If people are clicking away very quickly, the chances are that they think they ended up in the wrong place.
- Pages/visit goals
Here, you are tracking the number of pages that a visitor looks at before leaving your site. Along with a duration goal, this information is particularly useful for customer support sites. It can give you an idea of how long it took your visitor to find what they were looking for.
- Event goals
Any element of your page that users interact with can be tracked. Some events to track include: number of downloads, time spent watching your videos, external links, and use of social media buttons. To fulfill the potential of your e-commerce site, you need to attract the right audience and satisfy their needs. Optimizing your site for search will put your products and services in front of the right people.
Tagging and tracking your pages will allow you to dive into the effectiveness of your site once potential customers arrive.
Get started to learn more about how SEO can drive targeted traffic to your store and how your visitors behave when they arrive.