In his 2009 web chat with users, Google’s Matt Cutts discussed ways in which Google Analytics can be used with Web 2.0 and social media sites.
Does Google Analytics work with Web 2.0 and social media? –
In this episode, Matt explains that Google Analytics is actually an examination utility designed for individuals to use on their own websites to track visitor activities. With that in mind, he states that Google Analytics can certainly be used on Web 2.0 and social media sites, but requires a little bit of extra work.
This additional effort is built around the need to write in a series of hooks, or tracking points, which will report back to Google Analytics once the event they are attached to has been triggered. This allows the web master to see how traffic flows through the site, and which points are critical decision making events for the user. Things which might be contained in such analytical feedback include items such as the point at which users bail out of the site completely, or move over to other content streams on the same site.
The final observation he offered was that the rich content which was the goal of a Web 2.0 site already required more work than an old straight html site. The slight additional burden of setting up hook points for Google Analytics was not a major expenditure of time and would probably yield large dividends in terms of website refinement.
How to use this guidance
This refreshed guide, Does Google Analytics Work With Web 2.0 And Social Media?, is best used as a practical decision aid rather than a promise of a particular result. Check each recommendation against the visitor’s task, your current offer and the information on the relevant page.
- Define the question a visitor is trying to answer.
- Check the page on a phone as well as a desktop screen.
- Make one specific improvement and record what changed.
- Review customer feedback, search queries and page data before choosing the next change.
Clear language, accurate details and accessible structure make a page easier to use. Avoid claims about rankings, traffic or commercial outcomes that cannot be substantiated.
Frequently asked questions
What should I check first?
Start with the visitor question and the next useful action the page should support.
Should I make every change at once?
No. Focus on one well-defined change so you can review it sensibly.
Do I need to repeat a keyword often?
No. Natural, accurate wording is more useful than repeated phrases.
How can I test clarity?
Check whether essential information is easy to find on common devices.
Will a refresh guarantee better rankings?
No. Search visibility is not guaranteed; usefulness and accuracy are the aims.
What evidence should I review?
Use relevant page data, search queries and customer feedback with current service information.
Why is accessibility relevant?
Clear headings, descriptive links and suitable image text help more people use a page.
When should I review this again?
Review the article when reliable information, audience needs or the service changes.
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