If you work in SEO, you know how quickly new tools that significantly influence your day-to-day work are released.
Many of these tools add layers of insight that allow you to dig deeper into user behavior—which can be leveraged to provide more detailed analyses to your client. Other tools help identify issues as they arise, so you can catch them early and avoid major problems with a client’s site.
Below are a few recently released reports from Google Analytics and Google WebMaster Tools that will streamline your work and help you produce more impressive results for your business.
Blocked Resources in Google Webmaster Tools
Released March 2015
Google Index > Blocked Resources
Google WebMaster Tools (WMT) recently added a Blocked Resources Report that allows webmasters to identify these blocked resources and resolve the issues in order for Google to properly index your pages.
The report can be found on your Google WMT account, under Google Index. The report shows your blocked resources by site, and allows you to expand the view to see individual pages with blocked content.
An updated Fetch & Render tool allows webmasters to fix the issue quickly.
Treemaps in Google Analytics
Released March 2015
Acquisition>All Traffic>Tree Maps
Last fall, Google Analytics announced a new trend-based visual report called Treemaps which displayed AdWords data in hierarchical order with rectangles of different sizes and colors. This report allowed users to quickly identify data trends and opportunities within their PPC campaigns.
Recently, Google announced the same report to see a graphical representation of all incoming traffic compared against different channels.
The new Treemaps report lets you visually explore trends in your Acquisition channels so you can quickly and intuitively develop hypotheses about your incoming traffic.
With this report, you can expose the relative importance of different entities, as well as relationships that you may not have known existed. You can plot any volume metric (like Sessions or Transactions) against any relative metric (Average Session Duration or Bounce Rate).
The New Treemaps report can be found by logging in to your Google Analytics account and navigating to Acquisition, then All Traffic.
Cohort Analysis in Google Analytics
Released January 2015
A cohort is a group of users who share a common characteristic that is identified in the Cohort Analysis report in Google Analytics. This report allows webmasters to view user behavior by groups, rather than the entire population. You can group users by characteristics such as Acquisition Date and then track the behavior of these groups over time based on various metrics, such as Page Views or Revenue.
The Cohort Analysis tool provides several key insights. You can see when new user engagement drops off, so you know when to increase efforts to retain users. You can also compare performance across cohorts, and identify variation by day, week, or month, or by the length of engagement.
For example, you can see that sessions per user decline rapidly after four days of initial acquisition, or that Sundays have fewer sessions across all cohorts.
Be aware that Cohort Analysis is still in Beta mode, and the tool will likely continue to improve in time.
Be sure to explore these tools next time you log into GA and GWMT. They are intuitive and the information is organized simply and coherently which gives you the tools to put your best foot forward in any SEO campaign.
Remember, tools like these are constantly being released and updated, so it is important to stay up to date in order to better manage your workload and improve your SEO campaign.
**Written by Search Marketing intern Kelsey Bertiglia, marketing major at Boston College (Class of 2015.