Interpreting Google Analytics


Google Analytics provides statistics and basic analytical tools for SEO and marketing purposes. It is used to track and report website traffic. Measuring the activity for your online visitors allows you to understand how your website is used and how users respond to your content. Google Analytics can measure near anything about your website – who comes to your site, how long they stay, the pages they like the most and much more. However, the Google Analytics dashboard can be overwhelming for new users, and introduces a lot of terms that won’t hold much significance unless you can clearly understand what they mean. We will highlight some of the most important Google Analytics metrics and explain what they mean…

First of all, we have the Audience Overview, this provides you with a view on who visits your site and their demographics – including their age, gender, location, along with the number of views your content receives. The Acquisitions section shows you how users are accessing your site, this could be through advertisements, organic or direct search or referral links from other websites. The Behaviour metric allows you to see trends of what users are doing while they are on your website, for example, you can see what other pages they visit on your website or what links they click on and you would be able to see if this is a common trend.


The Conversions section tracks if users’ complete goals that you have set on your website. A good example of this would be if your goal is for customers to come on your site and complete a purchase or register for something before leaving your site, you can have a look at the Conversions and see how many people have completed this goal.





A Session is the period of time a user is actively engaged with your website, a session begins the moment a user arrives at your website and includes all of the actions they take during that session. New Sessions would be the number of first-time visits from users. It is good to have a high percentage of New Sessions as this means a lot of new traffic is coming to your site, however you also want to maintain a high repeat visitor ratio as this means you have engaged customers who are returning to your site.

The Users metric are the actual visitors to your website, this is measured as having at least one session on your website. Pageviews measure the total number of times your websites pages are viewed, even if a page is viewed more than once in a session, each view counts towards this number. Unlike the general pageviews metric, Unique Page Views only counts a pageview once per user session, even if the user comes back to the page repeatedly. It is good to look for the pages that get the most unique views as these show the pages people are interested in the most.


The Pages/Sessions is the average number of pages viewed during a session. If users are spending a longer amount of time on your site looking at few pages it could mean they have interest in your content whereas if they were going to 10 different pages and exiting after one minute they are most likely not finding the information they are looking for. The Average Session Duration measures the average length of sessions on your website whereas the Average Time on Page is more specific as this shows the average time users spend on an exact page or screen.

The Bounce Rate measures single-page visits, where users entered and exited your site from the same page. You would typically want your bounce rate to be less than 40% as this shows users are browsing your website and visiting more than one page. Exit Percentage measures how often users leave your site from a particular page, it is important to consider your user to make sure they aren’t exiting important pages – be sure to include a clear call to action.


How to improve your metrics

Your content should be engaging and interesting for users to read. It is also important to offer a great website experience to every user – if your site is not easy to navigate or is not responsive this will often result in a high bounce rate as users will get frustrated and leave your site and go elsewhere. Share your content on social media and have a strong search engine optimization and online advertisements to increase traffic. Identify trends and see what you’ve done well on successful pages that you can replicate on other pages. If you would like users to navigate to more pages on the site make sure you include engagement prompts, like calls to action to get users to click onto other pages.

SEO and Metadata


What is Metadata?

Metadata is a set of data that describes and gives information about other data. Without metadata we weaken our ability to drive people from search engines to our sites. Nearly all metadata is invisible to your visitors and customers. It lives and works behind the scenes in the HTML of your web pages. Metadata is important to drive traffic to your page and to get your page to the top of Google.  There are 3 main pieces of information included in metadata – Title, description, keyword/phrases.

Every page must have a meta title as it plays an important role in how your website is perceived and it has to sum up what your site is about.











The meta description is equally as important as it provides an explanation of what your site is about which allows the visitor to see if this is the correct page they are looking for.






Your SEO keywords are the keywords and phrases in your web content that make it possible for people to find your site via search engines. If you use the proper keywords you will get more search engine traffic and if you optimize your website keywords it will help you rank faster.

What do your customers type in to find you? If someone searches for ‘Scrap my car’ or ‘Sell my car’ to find your company, it is such a generic search phrase that it would be difficult to get your web page to the top of Google. This is where adverts get expensive for generic phrases because everyone wants them. Good use of keywords and phrases will help get your website a better ranking in search engines.

Here is an example of all the different web pages that come up when you search for Scrap my car. The top pages are Ad’s where the company has paid for the best rankings in Google. If you get your metadata just right you will be able to get to the first page of Google without having to pay the expense of ads



We are currently coming up with fresh metadata for our new DH Systems site. We have been researching the most searched for phrases people use when looking for our website on search engines and making sure we include these keywords and phrases in our new metadata. Want to see your website at the top of Google? We can do the same research on your site and come up with metadata that will optimize your site and drive as much traffic as possible to your web page!     Contact us now for further details.

DH Systems new artwork


New artwork at DH Systems

This week we have added a new art piece to our DH collection in the office, our new painting is called ‘Look at it my way’ . The painting is by Scottish artist Scott Carruthers and is part of his ‘Geometric Illusions’ series.

Since we can’t have windows in the office we can fill the space with paintings instead!

Take a look below at some of our other artwork in the office…