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May 2010

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Very nice. I'm going to need to follow the links for sure.

On #4 I think one of the best metrics is "depth of visit". Couple depth of visit with referring source, and it doesn't take you long to figure out that spending a lot of time on top-down navigation is mostly a waste of time.

Too many people are still wanting to "manage" the visitors experience, and I think these two metrics speak to the ways that the Web is changing.

Also, you might want to work in RSS to the presentation somewhere. Counting people in the age of syndication is never going to be a precise indicator of how the content is being consumed. It's never going to be too accurate so maybe it shouldn't be taken too seriously.

Beth Kanter

Greatt tip. I'm not sure if I linked to it, but Wiley recently published a book on Google Analytics - by Mary E. Tyler and Jerri Ledford and I found the how-to/explanation of depth of visit reports on page 229. So, I have the how-to, but I'm interested in seeing a real life example - and illustration of intpretation. Do you have --
1. Screenshot of the report
2. Screenshot of web page(s) that tracked depth

or maybe the story of the situation - how having this information made you rethink navigation?


Beth, good read, thank you.

I've had the Techsoup article on my desk for the last few days, so appreciate the extra umph to actually read it.

For the last few years we've (before my time) been using Convio's default tool, AV Stats, which I've found fairly limiting. Anyhow, with the launch of our new site, we're doubling up with Analytics which I've been using with a variety of other sites and like it very much.

My question has to do with your question:

"What percent of my traffic is from search engines? And, is it enough? According to research, approximately 80% of web users use search engines to find sites. What is your benchmark? So, how does your compare?"

From your experience, is there an nonprofit industry benchmark for organically driven traffic? For us, Google/Yahoo/Etc. drives roughly 20-25% of our traffic, and I know we can improve with some easy steps, but I'd like to get an idea of what other folks in the nonprofit sector (ideally green groups) experience.

Thanks sharing as I feel SEO is an often forgotten element of web marketing, even web design.


Beth Kanter


Your question about nonprofit benchmarks is sooooo important. I don't think there is an industry benchmark so to speak.

I found those particular questions from reading Avinash Kaushik's and listening to his podcasts. He mentioned the 80% of users number, but not the source.

I have some questions back to you.

What is the definition of organic traffic? I'm sure it isn't web visitors who shop at Whole Foods :-)

It is interesting -- for my blog like 60% or so of my traffic comes from search engines. I wonder if it is because blogs place higher in search engines?

What steps will you take to up your search engine traffic?

And, would you willing to send me screenshots of your reports and site - related to search engine referrals? See the flickr group and audio. Thanks for the feedback



What I mean by organic traffic may be loose in interpretation, but all search engine referrals.

What are we attempting to do to up our search engine traffic?

Well, a few things we've done to date:

- use google's webmaster tools to basically *claim* our site (verify and site map). Also claimed our blog on technorati.

- google ad words (Ok, paid performance, but for sake of the conversation, I'm lumping it together)

- review & replenish existing meta data.

- create some good online synergy with a wiki glossary and blog.

I know there is much more that can be done with optimizing our site(s), and now with the redesign complete, we're starting to devote more time to it. A little late I know with a redesigned site launched, but better late than never, right?


Beth -- I really would love you to hone in on the campaigns that GA allows you to run so to test marketing, messaging, site and page architecture, etc. The overarching message is, of course, for a nponprofit is that all behaviour online should be informed by data - there is really no excuse to letting anything online that an org does that is not tracked in some way and evaluated for effectiveness. If you can hone in on how GA can help you do that, that would be great.


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