Now, telling SEO professionals to use Google Analytics Banner Design and Search Console to gauge your site's current presence in Google seems as pointless as reminding medical professionals to wash their hands and wear surgical masks. But SEO professionals have all been triaging since the World Health Organization (WHO) declared the novel coronavirus disease, Banner Design COVID-19, a pandemic on March 11, 2020. We therefore need to take more time to compare our current site presence on Google to last year, as well as competitive benchmarks, in order to define our strategic objectives and marketing objectives for 2021. And we should also heed the sage advice of my former boss and mentor, William B. Ziff, Jr., who observed more than a generation ago: “We pay too much attention to events and not enough to trends. »
So I'm going to use the Google Analytics Banner Design demo account as an example to show you what to look for. As you may already know, the Google Analytics demo account data comes from the Google Merchandise Store, a typical e-commerce site that sells Google-branded products. We should start by comparing all site traffic from March 1 to September 30, 2020, with the Banner Design same seven months in 2019. This allows us to avoid comparing data from February, which had 29 days this year, but only 28 last year. As you can see in the chart below, the number of site users is down 11.7% and revenue is down 8.5%. But if you only look at the organic search channel, the number of users is down 23.0%, but revenue is down only 7.3%. So, some SEO professionals may want to focus on Banner Design picking up the level of organic search traffic by 23.0% next year, but most of the leaders they report to will be more focused on recouping the amount of revenue. by 7.3%. 3 Strategic SEO Insights & 038; Tactical tips for 2021 Next, use benchmarking to find out how we are doing against our competitors.
Advertising Continue reading below This provides Banner Design us with valuable context, helping us compare our data with aggregate industry data from other companies – at least those who share their data – and better understand the trends occurring in our industry. As you can see by looking at organic search data, the Google Merchandise Store outperformed comparable sites in sessions and new users a year ago, but underperformed those same competitors this year. Banner Design It will take courage to share this strategic vision with executives, but it may be the best way to make a business case for getting a bigger SEO budget in 2021 than you had in 2020. It also begs the question: what are your competitors doing that you are not doing?