If you track how people interact with with your web pages, one of the metrics you will become familiar is site traffic. The Traffic Overview helps you understand how people find your site.
The web is a really big place and you’ll likely receive visitors in many different ways and many different places. And a lot of this traffic may not even be from actual people (bots).
In fact, more likely than not, only a very small percentage of your total overall site traffic is likely to be quality traffic. In other words, real people that are interested in what you have published on your website or blog.
Here is one way to dig deeper to see some of your ‘real’ traffic.
For the purposes of this post, we’re going to focus on analyzing organic search traffic. This is not to discount the importance of other types of traffic (i.e. direct traffic, referral traffic, etc).
However, analyzing organic search traffic gives us the best peak into the searchers mind (we can see some of the phrases that searchers used and location information).
To view your site’s organic search traffic in Google Analytics, simply navigate to Traffic Source -> Sources -> Search -> Organic.
You should notice your traffic numbers update showing only traffic from organic search. This filters out traffic from all other sources.
Filtering Your Region
If provide legal services to clients at a local level (i.e. cities, counties or even your entire state) traffic from these places is likely to be significantly more relevant to you.
While search engines are becoming better and better at serving up results based on location information, it’s still a global system. Which means that it’s very likely that your site will receive visits from all over the world.
How relevant is search traffic from Russia to your firm? How relevant is traffic from states on the other side of the country?
If you’re interested in understanding your organic search traffic on a more local level, you should consider adding a region filter. To do this, navigate to Secondary dimension -> Visitors -> Region.
This will segment your traffic into regions. For traffic originating in the United States, regions correspond to states.
Let’s suppose that you want to look only at traffic originating in your state. Then you should add an advanced filter to include only traffic from your state:
Now that you have drilled down to your organic search traffic in your region, you can get a good picture of some of your most relevant visitors.
If you’d prefer to see your traffic from all sources by location, navigate to Audience -> Demographics -> Location:
Keep in mind that you will be viewing traffic from all sources. You may want to add a secondary dimension of source or medium to get a better picture of how these visitors are finding your site.
Using the audience location report also provides you with a map visualization of where your visitors are coming from.
If you’re interested in learning more about web analytics analysis, Google provides some pretty extensive help.