Access analysis becomes extremely important as you implement SEO measures to increase conversions (CV) such as inquiries and requests for materials on your company’s website, improve the search ranking of your company’s website, and increase the number of accesses.
If SEO measures involve planning and doing, access analysis corresponds to evaluation (check) and improvement (action).
This time, we will explain about access analysis in SEO measures.
What is access analysis?
Access analysis refers to where users visiting a particular website come from externally, such as search engines or other websites, what pages they view when they visit the website, and how long they stay there. It involves measuring and analyzing various data.
Not only for HR vendors but also for BtoB products and services, the ultimate goal is to attract customers to the company’s website, and the ultimate goal is CV such as requests for materials and inquiries, so access analysis is used by companies to understand the current state of their website. This is done to increase the number of accesses and CVs.
Importance of access analysis
I mentioned earlier that if SEO measures involve planning and doing, then access analysis involves evaluation (check) and improvement (action).
If it is a BtoB solution site, the purpose is to increase the company’s sales, so KPIs are often set, such as the number of CVs per month or CPA (cost per CV).
By the way, our KPI is the number of monthly acquisitions.
Also, in the case of owned media, which has been getting a lot of inquiries recently, if CV is the final goal like a solution site, that will be the KPI, and if it is branding to improve awareness, the number of accesses to the site will be the KPI. It should be.
With KPIs set according to each purpose in this way, you can immediately check the current progress through access analysis, and if progress is slow, you can analyze the cause and make improvements.
Additionally, when performing access analysis, we often come across issues such as accesses coming from unexpected sources, or pages that we want to see being rarely accessed.
In order to achieve KPIs, it is important to repeatedly evaluate and improve what has been planned and executed through access analysis.
Items to check in access analysis
Here are some points you should check at least when actually performing access analysis.
Let’s take Google Analytics, which is used by many companies, as an example.
◆Number of accesses
You can check how many times your site has been accessed using the Google Analytics “User Summary” report, but you can check each of the three main items as shown in the red frame in the image below.
[Users] The number of unique users, counted based on a certain number of years of visit history. [Session] A series of actions when a user visits a site.
It is synonymous with “visit”, and if there is no activity on the site for a certain period of time, the session will be terminated and counted [Number of page views (PV)] When a user views it, it will be counted as “number of page views”
◆Channel
Channels are where you see where your users are coming from. These include visits from search engines [Organic Search], listing advertisements [Paid Search], visits from links on other sites [Referral], and SNS [Social].
SEO measures are measures to increase visits from search engines by ranking high, so [Organic Search] is the most important item.
◆New visitors and repeat visitors
The blue frame in the previous figure shows the ratio of new visitors to repeat visitors.
You can check the number of users for each in the “Custom Report”.
You can analyze whether the measures are for new customers or to increase repeat visits here.
In addition, you can analyze access based on items such as device (PC, smartphone) and bounce rate (percentage of users who leave the site after viewing just one page).
Let’s also do keyword analysis.
For SEO measures, it is important to select keywords that match the user’s motivation when searching, and we recommend Google Search Console for keyword analysis.
We will discuss the details another time, but by combining keyword analysis with access analysis, you can further accelerate the PDCA cycle.
summary
◆Access analysis is the measurement and analysis of various data such as where users who visited a specific website came from, what pages they viewed, and how long they stayed on the website.
◆By access analysis, you can immediately check the progress of the target KPI, and if the progress is poor, you can analyze the cause and make improvements.
◆SEO measures are measures to increase the number of visits from search engines through higher rankings, so visits from search engines [Organic Search] must be the most important item.