Story Based Question
You’ve recently optimized your website for voice search and are eager to see how it’s performing. You’ve heard that Google Analytics is a great tool to track performance, but you’re not sure exactly how to set it up for voice search specifically. You wonder, “How do I use Google Analytics to track how well my site is doing with voice search queries?”
Exact Answer
To track voice search performance in Google Analytics, focus on monitoring organic search traffic, query data (via Google Search Console), and user behavior metrics such as bounce rates and time on page. Use event tracking or segmentation to isolate voice search traffic where possible.
Explanation
Google Analytics is a powerful tool, but voice search presents unique challenges when it comes to tracking. Since voice search queries are typically more conversational, they may not always show up directly as keywords in Analytics. However, there are still effective ways to measure how well your website is performing for voice search:
- Monitor Organic Search Traffic
- The first step is to monitor overall organic traffic from Google, as voice search results are typically pulled from organic listings. Keep an eye on the traffic spikes or drops after you implement voice search optimization.
- How to do it: In Google Analytics, go to Acquisition > All Traffic > Channels > Organic Search. From here, you can observe how organic search traffic fluctuates after optimizing your content for voice queries. If you see a consistent increase, it’s a sign that voice search optimization is having a positive effect.
- Use Google Search Console for Query Data
- Google Search Console provides a more granular view of how your site performs in search results, including specific queries (even though it doesn’t separate voice search traffic explicitly). You can track the exact phrases users are searching for, some of which might be voice-specific, like long-tail or conversational queries.
- How to do it: In Search Console, go to Performance > Queries to see which search queries are driving traffic to your site. Pay attention to long-tail keywords and question-based queries (like “how to,” “what is,” “where can I”), as these are common in voice search. If you notice an uptick in these types of queries, it’s a good indication that your voice search optimization is working.
- Track User Behavior Metrics
- User behavior is crucial when tracking voice search performance. Since voice queries often lead to a quick answer, they can sometimes result in higher bounce rates. To see if users are staying on your page or leaving quickly, check metrics like bounce rate, time on page, and pages per session.
- How to do it: Go to Behavior > Site Content > All Pages to track how long visitors stay on specific pages. Pages with higher user engagement are more likely to appear in voice search results, so tracking these metrics will help you assess the quality of your content.
- Event Tracking or Custom Segments for Voice Search Traffic
- Google Analytics does not specifically categorize voice search traffic, but you can use custom segments or event tracking to isolate users who are engaging with voice search. For example, you can create a segment for users who visit your site after asking voice-based questions.
- How to do it: Use event tracking or create a custom segment based on specific behaviors tied to voice search, like searches for question-based queries. To set up custom segments, go to Admin > View > Segments and create a new segment based on behaviors or keywords you suspect are linked to voice search traffic.
- Track Conversions and Goals
- Voice search optimization should ultimately lead to better conversion rates, whether that’s purchases, sign-ups, or other key actions. Track how well your optimized content is driving conversions.
- How to do it: Set up Goals in Google Analytics (under Admin > Goals) to track key actions users take after finding your site via voice search. Look for increases in goal completions from users who search via voice. If conversions increase after optimizing for voice search queries, your efforts are paying off.
Example
Imagine you sell eco-friendly home products, and you’ve optimized your website for voice search by focusing on long-tail keywords, question-based queries, and clear, conversational content. Here’s how you would track the impact of this optimization using Google Analytics:
- Step 1: After implementing voice search optimization, you notice an uptick in organic search traffic. In Google Analytics, you check the Acquisition > Organic Search section and see an increase in traffic. This could be due to more people using voice assistants to ask questions like “Where can I buy eco-friendly cleaning products?”
- Step 2: You open Google Search Console and see that long-tail and conversational queries have increased in your search query report. For example, “What are the best eco-friendly cleaning supplies?” has become a common search, which likely reflects a voice search trend.
- Step 3: You also notice that pages optimized for voice queries have lower bounce rates and longer time on page. Visitors seem to engage more with product pages after searching for voice-specific questions, which means your content is resonating with voice search users.
- Step 4: You set up a custom segment in Google Analytics to track voice search traffic based on specific keywords or behaviors. The segment shows a higher percentage of traffic coming from long-tail and conversational queries, confirming that voice search optimization is driving relevant visitors to your site.
- Step 5: Finally, you track conversions and notice an improvement in goal completions, like purchases and sign-ups. This means that not only are you getting more traffic, but you’re also seeing better engagement and action from voice search users.
Using Google Analytics to track voice search performance involves monitoring organic traffic, reviewing query data in Google Search Console, and tracking user behavior and conversions. Though voice search traffic isn’t explicitly separated in Analytics, you can still gather valuable insights by focusing on the types of queries people use and how they engage with your content. With the right metrics in place, you can continuously refine your voice search strategy to increase visibility and conversions.