Compared key stats between 2017 and 2018
Internal site search
Google search results and data
Behaviour flow and user journey
Content recommendations
Technical recommendations
KPIs
2017 | 2018 | |
---|---|---|
Pageviews | 949,748 | 730,206 |
Unique pageviews | 732,154 | 569,140 |
Users | 300,819 | 195,864 |
Google - organic search users | 149,971 | 96,019 |
Google - paid search users | 30,267 | 10,144 |
Bing - organic search users | 22,182 | 8,239 |
1st January 2017 - 31st May 2017 (old site)
compared with
1st January 2018 - 31st May 2018 (new site)
All these stats indicate a problem
That problem predominantly centres around traffic from search engines
The cause could be related to content, to technical aspects of the site, or a mixture of both
2017 | 2018 | |
---|---|---|
Bounce rate | 59.31% | 61.03% |
Homepage views | 59,185 | 55,539 |
These stats suggest there's nothing major wrong with the website technology. The stats for the homepage and the bounce rate are similar enough not to cause major concern in and of themselves.
2017 | 2018 | |
---|---|---|
Searches on the site | 20,645 | 11,633 |
Search depth | 2.78 | 2.29 |
Search result pageviews | 57,393 | 27,639 |
On the old site, people used the search function more, and searched further through the results. So around 30,000 'missing' pageviews result from this.
This comparison covers:
1st March - 31st May 2017 (old site)
1st March - 31st May 2018 (new site)
(there was no search console data in Jan/Feb 2017)
2017 | 2018 | |
---|---|---|
Search impressions | 2,666,428 | 1,463,650 |
Search clicks | 183,395 | 84,222 |
Click through rate | 6.88% | 5.76% |
Average position in search results | 14 | 27 |
Some specific search terms (clicks)
2017 | 2018 | |
---|---|---|
National Literacy Trust | 5,076 | 5,122 |
Literacy Trust | 1,334 | 1,255 |
Again, this suggests there is no technical problem since for these terms, your site is being found just as much as it was before
Some specific search terms (impressions & clicks)
2017 - I. | 2017 - C. | 2018 - I. | 2018 - C. | |
---|---|---|---|---|
Phonics | 45,039 | 2,457 | 3,263 | 199 |
Vocabulary | 6,950 | 500 | 2,250 | 127 |
For search terms that are not directly related to your brand
2017 | 2018 | |
---|---|---|
Pages appearing in search results | 10,249 | 2,517 |
Clicks on .pdf from search | 90,822 | 15,278 |
.pdf search position | 16 | 36 |
Downloads of PDF files | 65,046 | 5,944 |
https://support.google.com/webmasters/answer/139066?hl=en
Similar URLs eg.
https://literacytrust.org.uk/resources/great-books-teaching-phonics/
https://literacytrust.org.uk/account/login/?resource=true&next=/resources/great-books-teaching-phonics/
There is no exclusion filter in Google Analytics
There was event tracking on the old site, counting downloads of PDFs and documents, but not on the new site