Here comes “Behavior Analytics” for SEO. During the Web 2.0 Summit, Google Analytics announced a new batch of reports that will help SEO analysts and marketers comprehend how users “behave” on the sites they handle. Present at the Summit were Google Analytics Phil Mui and SVP for Google Advertising Susan Wojcicki, they unveiled and explained how Flow Visualization will enhance Google Analytics.

Flow Visualization will enable a website owner analyze site insights through graphs, it will be a big help in assessing paths within a website in order to optimize the visitor experience while increasing traffic. Other types of flow visualizers will be added soon, but in the meantime, Visitors Flow and Goal Flow are some of the graphing tools which Google Analytics will offer this week. Here are some sneak peeks:

Visitors Flow

Visitors Flow will provide a graphical view of a visitor's “journey”. This flowchart will show you a visitor's path by traffic source and will also tell where they dropped off. The Visitors Flow visualizer will be located on the left hand of the navigation menu under the Visitors section. Google Analytics will provide nodes along paths so you can acquire more insights of visitor path flows. You can actually hover from one node to another to track different pathways.

Goal Flow

Want to know how visitors will flow through goal steps and where they'll drop off? The Goal Flow will enable you to view your goal steps as defined by you (the site owner) and page groups of interest in graph form. As of now, Google Analytics will only support URL goals. The Goal Flow visualizer will be located in the Conversions > Goals section of the Standard Reporting Tab. According to Phil Mui, Goal Flow will help you better understand:

  • The relative volume of visits to your site by the dimension you choose (e.g. traffic source, campaign, browser)
  • The rates at which visitors abandon different pathways
  • Where and how visitors navigate each of the steps that you defined
  • How the visitors interacted with your site, including backtracking to previous goal steps