Your senior living community did it. Hours of research and extensive edits later, your content is ready to be consumed and shared with the world. Now comes the moment of truth.
Will prospective residents or ACIs find your carefully crafted content valuable?
Fortunately, Google Analytics is a great tool that makes it easier than ever to glean insights from content within Behavior reports. Unfortunately, Google Analytics reports aren’t foolproof, and unless a team member at your community configures Google Analytics properly, will be missing valuable opportunities to make your content even more resonant.
In this post, we address two problems that can happen in Google Analytics Behavior reports by not properly configuring the right tags and tracking, and the steps your team will need to take to correct them. You’ll learn:
Common Problem #1– Not Setting up and Tracking your Websites Site Search Bar – Since Google Analytics doesn’t automatically include site search in Behavior reports, your community is making a critical mistake by not putting time behind manually tracking and configuring the terms your visitors are typing into your site during sessions. Most senior living websites contain a search bar within the site to make it easier for visitors to find specific pages. If your website has this function, don’t miss an opportunity to gain insights from actual visitors.
Why it Matters: Your senior living marketing team can gain valuable insights by tracking site search behavior.
1.) Unearthing Keyword Opportunities – Your community probably has a handle on generic terms adopted across the industry, but what of specific terms that matter to your visitors? Google Analytics reports provide that insight after your team tracks them in Behavior reports. The unique search terms site visitors type in site search can point your team to additional keywords to incorporate, or keyword variations your team was unaware of.
2.) A Website that Provides a Customized User Experience (UX) – Say for example, your senior living marketing team tracks site visitors frequently searching for insurance options from the site search bar on the home page. After obtaining enough data, your community could optimize your home page to direct traffic to this frequently visited page or have a form ready to convert site traffic.
What Your Senior Living Marketing Team Can Do:
The easiest way to correct this problem in Google Analytics is to manually copy the search query parameter in the URL.
In the example above, you can see that the search parameter was ‘senior living’. The parameter will often be located right after the equals sign.
Once your team has identified the search parameter, it will need to add the parameter to the correct field under ‘Site Search Settings’ in Google Analytics.
Common Problem #2 – Not Leveraging the Site Speed Reports – We know how important mobile-friendly websites are to Google after its mobile-first algorithm update. This past July, Google took the emphasis a step further with its speed update. Site speed reports show how quickly site visitors are able to see and interact with your senior living community’s content. Site Speed reports provide both high level, overall website page speed and specific page level speed insights.
Why it Matters:
Simply put, speed matters. If pages on your senior living community’s website take even a second longer to load than your competitors, you may lose out on a tour or prospective resident. Your senior living marketing team needs its website to retain as much traffic as possible to meet your census goals. Today’s digitally savvy senior and ACI don’t have the time or patience to wait for slow loading pages. In fact, since Google deemed page speed to be a prominent ranking factor after the latest algorithm update, focusing on page speed should already be on your community’s radar.
What Your Senior Living Marketing Team Can Do:
Make a habit out of regularly checking Site Speed reports. That will allow your senior living marketing team to be proactive about slower pages on your site. Site Speed reports will indicate specific pages hampering your overall speed score down. When your team optimizes these pages, it will provide a better experience for your site visitors. By lowering load times and usability for your site visitors, your team will inherently improve the content your community creates.
As your senior living marketing team is preparing to make 2019 a watershed year for your community, use the Google Analytics Reports opportunities outlined above. Just a couple tweaks in these areas can improve your content offerings. Be proactive with your website visitors’ content needs and cater your site’s experiences to them.
Call our team when your community needs help getting its site on its ‘best behavior’ in Google Analytics. We’ve increased the quality of our senior living client’s content by taking a methodical approach to cleaning up Google Analytics problems and errors, and are confident we can help your community too.