google analytics annual report 2017 · backlink list. 2017 overview 6 google 41% facebook 30%...
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Report Created ByNavigator Multimedia Inc.
Summer, 2018
KOOTENAY ROCKIES TOURISMGoogle Analytics Annual Report 2017
2017 OVERVIEW 1-6
PEAK SEASON REPORT 7-9
SOCIAL MEDIA REPORT 10-12
TOP PERFORMING BLOG POSTS 13
TOP /PARTNER/ PAGES 14
TOP LANDING PAGE REPORT 15
SITE SPEED 16
ANALYTICS GLOSSARY 17
TABLE OF CONTENTS
2017 OVERVIEW 1
75,377 59,963 173,213 1:31 2.30 77% 80% VS 20%2015
JAN FEB MAR APR MAY JUN JUL AUG SEP OCTNOV
DEC
5000
10000
15000
20000
2017 2016
SESSIONS BY MONTH
2017 was a year of increased website tra�c, up 31% over 2016. Total users are up 28% and Total Pageviews are up 10%.
Behaviour Metrics have declined slightly. While there is more tra�c volume, users are spending less time on site both in duration and pages per session. This is influenced by the growing mobile segment and paid advertising tra�c sources.
2017 VS 2016: NOTEWORTHY KEY PERFORMANCE INDICATORS (KPI’S)
TOTALSESSIONSYEAR
2017 122,963 97,200 213,942 1:15 1.74 80% 79% VS 21%
94,105 76,172 193,765 1:19 2.06 78% 80% VS 20%2016
TOTALUSERS
TOTALPAGEVIEWS
AVERAGESESSION
DURATION
AVERAGEPAGES/SESSION
BOUNCERATE
NEW VSRETURNING
2017 OVERVIEW 2
iOS 20,066 - UP 42%
ANDROID 8,134 - UP 59%
WINDOWS / OTHER 444
This is a breakdown of mobile search acquisition by operating system. Although the Android audience is growing at a faster rate, mobile search is largely iOS users at 67%.
2017 has a strong increase in mobile tra�c coming from search engines, up 45% from 2016. Mobile search queries tend to be di�erent from desktop search. Discovering relevant “micro-moment” search terms as a part of a content strategy could help meet the demand of this growing user group and capture more of this search volume.
MOBILE ORGANIC SEARCH TRAFFIC (INCLUDING TABLET)
7500
0
15000
22500
30000
20172016 UP 45% YoY
TOTAL28, 651
TOTAL19 700
Google Defines micro-moments as: “Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped.”
Idenfitying these high-intent, fleeting moments for the context of our target traveller requires keyword research and understanding the travellers buyer journey. Then the DMO can create content, typically in the from of a blog post to meet the needs of the search query. This content is optimized to rank organically, but can also be promoted in Google Search by bidding on the relevant keywords.
GENDER BREAKDOWN
FEMALE 55% MALE 45%
AGE DISTRIBUTION
8%
0%18-24 25-34 35-44 45-54 55-64 65+
15%
23%
30%
DEMOGRAPHIC & INTERESTS
Website tra�c is skewed slightly female. 27% of tra�c falls within the 25-34 age segment. This millennial demographic is tech savvy, has low patience and high expectations for web experience and content.
2017 OVERVIEW 3
DEVICE BREAKDOWN(SESSIONS)
DESKTOP49 99540.7%
MOBILE56 88946.3%
TABLET16 07913.1%
DESKTOP BROWSER BREAKDOWN
CHROME 54%
FIREFOX 14%
IE 12%
SAFARI 13%
EDGE 5%OTHERS 2%
MOBILE & TABLET BROWSERBREAKDOWN
OTHERS 3%
SAFARI 65%
CHROME 32%
2017 OVERVIEW 4
DEVICE & BROWSER POPULARITY
These 3 pie charts account for all of 2017 session data to illustrate the popularity of the main device categories (mobile, tablet, desktop) and browser popularity by device.
CANADAUNITED STATES
UNITED KINGDOMGERMANY
AUSTRALIANETHERLANDS
RUSSIAUKRAINE
SWITZERLANDCHINA
FRANCE
0% 25% 50%
82%11%
1%
BELOW 1%
75% 100%
TOP COUNTRIES
0% 15 000 30 000 45 000 60 000
BRITISH COLUMBIAALBERTA
ONTARIOSASKATCHEWAN
QUEBECMANITOBA
NOVA SCOTIANEW BRUNSWICK
YUKON TERRITORYNEWFOUNDLAND
TOP PROVINCES
CALGARY
VANCOUVER
NELSON
CRANBROOK
KELOWNA
KIMBERLEY
(NOT SET)
EDMONTON
TRAIL
INVERMERE
CASTLEGAR
REVELSTOKE
VERNON
FERNIE
CRESTON
TORONTO
SURREY
VICTORIA
KAMLOOPS
BURNABY
12,571
12,489
6,439
6,169
3,924
3,425
3,112
3,079
2,979
2,422
2,024
1,796
1,775
1,706
1,706
1,693
1,397
1,286
1,220
944
TOP 20 CITIESSESSIONS
2017 OVERVIEW 5
GEOGRAPHIC OVERVIEW
Sessions are defined as users that have visited the website. The same user may visit the Kootenay Rockies website on their desktop, then later on their iPhone. Sessions account for both new and returning users. On average, 80% of sessions are new (unique), while 20% are returning visits. (Refer to table “new vs. Returning” column on page 2).
There will be some internal tra�c visiting the website from the Kimberley O�ce. By setting up an internal o�ce IP filter we can open a new Analytic view andbegin excluding internal tra�c. 60% of these sessions(1,965) are returning users, which would suggest theyare KRT sta�.
Location data is collected by user location at the time of viewing the website. For instance someone may live in Calgary, but if they are in Kelowna and browsing the kootenayrockies.com website, analytics will report session data from Kelowna. Permissions like “allowing location services” on a mobile phone do not a�ect this data.
TOP TRAFFIC SOURCES
TOP REFERRING SITES
250
0
KRTOURISM.CA
BLOG.HELLOBC.COM
KOOTENAYBROCHURES.CA
TRAINSDELUXE.COM
CRESTONVALLEYBC.COM
500
750
1000
2017 NOTEWORTHY BACKLINKSNews Mentions
• http://www.chicagotribune.com/lifestyles/travel/ct-canada-bc-powder-highway-skiing-0219-20170203-story.html
• https://www.thestar.com/life/travel/2017/08/11/o�-season-adventure-in-the-kootenay-rockies.html
• https://matadornetwork.com/view/bc-rockies-golden-yoho-national-park/
• https://crownofthecontinent.natgeotourism.com/
HelloBC Blog Links
• http://blog.hellobc.com/4-national-parks-b-c-rival-ban�-jasper/
• http://blog.hellobc.com/bc-ski-secrets/
• http://blog.hellobc.com/recharge-and-renew/
• http://blog.hellobc.com/top-5-scenic-drives-bc-just-150-kilometres/
• http://blog.hellobc.com/top-5-ways-spend-week-bc/
It’s great to see 5 new blog posts in 2017 from HelloBC, linking to kootenayrockies.com.
Other websites (domains) that link to the Kootenay Rockies website can help with users finding the right information online. However, not all links are treated equal. Links from authoritative websites like govern-ment, news publishers, Destination BC properties or even other DMO websites have far greater perceived trust than young websites that don’t see as much tra�c. Search engines like Google and Bing judge how authoritative a domain is based on a number of factors, but building links similar to the list above can help pass some of this domain authority to its recipient, KootenayRockies.com.
Opportunity: Continue building links from other authoritative delegates in tourism, press mentions and citations. 3rd party software like Moz, Ahrefs and SEMrush can assist in identifying link building opportunities in other parts of the web, as well as identify a more comprehensive backlink list.
2017 OVERVIEW 6
GOOGLE 41%
FACEBOOK 30%
DIRECT OR UNTRACKED14%
OTHER 6% REFERRAL 5% PAID SEARCH 2% EMAIL <1%NOT SHOWN
The Peak Season Report looks at the busiest 3 months of the year for site tra�c: June, July, August. We look at tra�c from North America. Regions beyond North America were small sample sizes or deemed spam tra�c.
PEAK SEASON 7
PEAK SEASON ACQUISITION
JAN FEB MAR APR MAY JUN JUL AUG SEP OCTNOV
DEC
5000
10000
15000
20000
PEAK SEASON TOTAL SESSIONSN. American Peak Season visitation 15% YoY
34 368 39 581
201720160
10000
20000
30000
40000
CANADA SESSIONS
0
10000
20000
30000
40000
36 62032 350
20172016
Canadian Sessions 13% YoY
USA SESSIONS
0
2000
4000
6000
8000
2 9612 018
20172016
USA Sessions 47% YoY
It’s great to see 5 new blog posts in 2017 from HelloBC, linking to kootenayrockies.com.
Other websites (domains) that link to the Kootenay Rockies website can help with users finding the right information online. However, not all links are treated equal. Links from authoritative websites like govern-ment, news publishers, Destination BC properties or even other DMO websites have far greater perceived trust than young websites that don’t see as much tra�c. Search engines like Google and Bing judge how authoritative a domain is based on a number of factors, but building links similar to the list above can help pass some of this domain authority to its recipient, KootenayRockies.com.
Opportunity: Continue building links from other authoritative delegates in tourism, press mentions and citations. 3rd party software like Moz, Ahrefs and SEMrush can assist in identifying link building opportunities in other parts of the web, as well as identify a more comprehensive backlink list.
PEAK SEASON 8
BOUNCE RATE BY DEVICE
MOBILEDESKTOPTABLET
83%77%82%
87%76%83%
20172016
PAGES PER SESSION
MOBILEDESKTOPTABLET
1.672.531.78
1.292.171.57
20172016
AVG. SESSION DURATION
MOBILEDESKTOPTABLET
49s1m 57s
57s
40s2m 02s
57s
20172016
iOS
0
5000
10000
15000
20000
17 33115 368
20172016
iOs visitation 14% YoY
ANDROID
0
2000
4000
6000
10000
7 820
6 397
20172016
Android visitation 25% YoY
CHANNEL ACQUISITION
Organic Search 22 020 26% YoY
Social Media 11 750 7% YoY
Direct 4 901 1% YoY
Referral 1 781 3% YoY
MOBILE IMPACT
PEAK SEASON BEHAVIOUR
PEAK SEASON
During Peak Season (June-August) kootenayrockies.com saw 39,581 North American website visitors. This 3-month period accounts for 35% of annual tra�c. Organic tra�c is up 26% (22,020 in 2017 vs. 17,521 in 2016) during the peak season months compared to the same period last year. Social, Referral, and Direct tra�c acquisition channels have increased, but by less than 10%.
New blog content like /post/kootenay-hidden-waterfalls and /post/swimming-holes have contributed site visibility in Organic Search and from Facebook ad Campaigns during Peak Season.
There is no significant change of the bounce rate over last year.
Note on bounce rates:We have access to 4 other DMO Google Analytics, and they have average bounce rates between 67-78%. KootenayRockies.com is at the high end of the bounce rate range that we see. It would take some further research into explaining why. Blog tra�c from Google will naturally have a high bounce rate 70-90%. PPC or tra�c from Display Advertisements will typically see a high bounce rate as well. There have been no critical issues on usability or site speed.
Average session duration and average pages per session have decreased slightly.
PEAK SEASON 9
TOP SOCIAL REFERRALS BY PLATFORM
SOCIAL MEDIA 10
SOCIAL NETWORK
FACEBOOK 37 604 (95.52%) 46 910 (93.80%) 0:00:32 1.25
643 (1.63%) 917 (1.83%) 0:00:46 1.43TWITTER
STUMBLEUPON
PINTREST
GOOGLE+
BLOGGER
474 (1.20%)
431 (1.09%)
96 (0.24%)
51 (0.13%)
38 (0.10%)
9 (0.02%)
1 166 (2.23%)
457 (0.91%)
140 (0.28%)
61 (0.12%)
312 (0.62%)
21 (0.04%)
0:02:02
0:00:09
0:00:55
0:00:42
0:22:09
0:00:55
2.46
1.06
1.46
1.20
8.21
2.33
SESSIONS PAGEVIEWS AVG. SESSION DURATION PAGES / SESSION
TOP 10 SOCIAL REFERRALS BY COUNTRY - 2017
STUMBLEUPON
CANADA
U.S.
CANADA
CANADA
U.K.
U.S.
GERMANY
AUSTRALIA
NETHERLANDS
U.S.
31 557
4 336
439
394
289
288
200
197
154
144
38 923
5 817
688
1 016
353
306
235
270
200
163
0:0:32
0:0:28
0:0:57
0:02:18
0:0:33
0:0:09
0:0:35
0:0:38
0:0:33
0:0:22
1.23
1.34
1.57
2.58
1.22
1.06
1.18
1.37
1.30
1.13
SOCIAL NETWORK COUNTRY SESSIONS PAGEVIEWSAVG. SESSIONDURATION
PAGES /SESSION
TOP 10 SOCIAL REFERRALS BY COUNTRY - 2016
CANADA
UNITED STATES
CANADA
AUSTRALIA
GERMANY
CANADA
UNITED KINGDOM
UNITED STATES
SWITZERLAND
NETHERLANDS
23 048
1 905
836
237
153
153
140
105
54
53
83.58%
6.91%
3.03%
0.86%
0.55%
0.55%
0.51%
0.38%
0.20%
0.19%
SOCIAL MEDIA 11
TOP SOCIAL REFERRALS BY DEVICE - 2017
SOCIAL NETWORK
MOBILE
DESKTOP
TABLET
MOBILE
DESKTOP
21 514 (54.65%)
9 632 (24.47%)
6 458 (16.40%)
374 (0.95%)
319 (0.81%)
25 270 (50.53%)
13 967 (27.95%)
7 664 (15.32%)
739 (1.48%)
358 (0.72%)
0:00:22
0:00:59
0:00:23
0:00:57
0:00:22
1.17
1.45
1.19
1.98
1.12
DEVICE CATEGORY SESSIONS PAGEVIEWS AVG. SESSION LENGTH PAGES / SESSION
96% of Social Media Referrals came from Facebook in 2017. Instagram continues to be a growing audience, but remains a small referral source of tra�c. News companies and large instagram account will often update the link in their bio to an inside page or article that is relevant to a post. The Guardian and Complex instagram accounts are 2 examples of this. Longer form content taken from the Kootenay Rockies blog can add value to the post and help with switching up the di�erent post types.
While Facebook holds the lion's share of inbound tra�c, the following of Kootenay Rockies Instagram (@kootrocks) account has a growing audience but is not a strong referral source to the website. There is opportunity here to encourage link clicks in the instagram bio to strengthen the relationship between the website and the instagram audience. There is an opportunity to use UTM tagging for paid Facebook or other paid social campaigns to identify campaign names and/or specific advertising creative Google Analytic reporting.
SOCIAL MEDIA 12
TOP SOCIAL REFERRALS BY DEVICE - 2016
SOCIAL NETWORK
MOBILE
DESKTOP
TABLET
MOBILE
DESKTOP
14 384 (52.17%)
7 103 (25.76%)
4 734 (17.17%)
539 (1.95%)
341 (1.24%)
16 632 (46.43%)
11 434 (31.92%)
5 602 (15.64%)
691 (1.93%)
582 (1.62%)
0:00:20
0:01:08
0:00:19
0:00:23
0:00:51
1.16
1.61
1.18
1.28
1.71
DEVICE CATEGORY SESSIONS PAGEVIEWS AVG. SESSION LENGTH PAGES / SESSION
PAGE
/post/kootenay-hidden-waterfalls 5 969 (10.01%) 5 698 (10.72%) 5 636 (11.35%) 95.14% 94.07%
5 288 (8.87%) 4 733 (8.90%) 4 673 (9.41%) 89.28% 87.63%
4 588 (7.69%) 4 069 (7.65%) 3 911 (12.17%) 85.60% 82.85%
4 133 (6.93%) 3 731 (7.02%) 3 636 (7.32%) 90.62% 87.83%
4 123 (6.91%) 3 859 (7.26%) 3 788 (7.63%) 94.01% 97.87%
3 454 (5.79%) 3 261 (6.13%) 3 192 (6.43%) 94.67% 92.91%
2 704 (4.53%) 2 426 (4.56%) 2 334 (4.70%) 88.35% 84.54%
2 531 (4.24%) 2 391 (4.50%) 2 365 (4.76%) 94.93% 92.93%
1 632 (2.74%) 1 279 (2.41%) 1 211 (2.44%) 84.06% 75.12%
1 536 (2.58%) 1 357 (2.55%) 1 277 (2.57%) 88.57% 81.25%
/post/swimming-holes
/post/the-powder-highway-101
/post/colossal-attractions
/post/150-things-to-do-national-parks
/post/pit-stops-kootenay-road-trip
/post/kootenay-hot-springs
/post/kootenay-winter-celebrations
/post/top-10-unique-stays
/post/2017-bucket-list
PAGEVIEWS UNIQUE PAGEVIEWS ENTRANCES BOUNCE RATE % EXIT
TOP PERFORMING BLOG POSTS 13
Pageviews generated from the Kootenay Rockies Blog almost doubled over last year, up to 57,227 pageviews or 27% of total annual pageviews. Of which, 49,392 (86%) are entrances, largely from Facebook. It’s clear this blog content being served on Facebook is a good contextual fit for the audience. The Facebook algorithm will favour posts that users engage with. Experiment when sharing a blog post by asking a question about the topic to promote comments on the post to maximize organic reach.
/partner/ pages make up 62,104 or 29% of the total annual pageviews. Of which, 41,191 are entrances, largely from Google Search.
PAGE
/partner/valhalla-park/ 3 425 (5.51%) 3 090 (5.69%) 00:06:33 88.15%
3 171 (5.11%) 2 849 (5.24%) 00:04:44 88.66%
2 354 (3.79%) 2 171 (3.99%) 00:02:58 87.54%
2 289 (3.69%) 1 928 (3.55%) 00:03:09 80.56%
2 137 (3.44%) 1 782 (3.28%) 00:02:26 75.32%
2 010 (3.24%) 1 793 (3.30%) 00:02:59 88.86%
1 463 (2.36%) 1 351 (2.49%) 00:05:22 88.86%
1 398 (2.25%) 1 231 (2.27%) 00:01:45 84.30%
1 248 (2.01%) 1 081 (1.99%) 00:04:43 86.58%
928 (1.49%) 864 (1.59%) 00:04:06 89.40%
/partner/ghost-towns/
/partner/halfway-river-hot-springs/
/partner/kootenay-trout-hatchery/
/partner/halcyon-hot-springs-resort/
/partner/hotspringsroute/
/partner/top-of-the-world/
/partner/fall-colours/
/partner/mt-assiniboine/
/partner/kokanee-glacier/
PAGEVIEWS UNIQUE PAGEVIEWS AVG. TIME ON PAGE BOUNCE RATE
86.80%
83.73%
81.52%
79.20%
71.31%
77.31%
87.35%
77.54%
83.57%
87.18%
% EXIT
TOP /PARTNER/ PAGES 14
TOP LANDING PAGE REPORT 15
PARTNERPAGE41 191 - 34%
HOME PAGE17 566 - 14%
EVENTS & OTHER14 814 - 12%
BLOG49 392 - 40%
TOP LANDING PAGE REPORT
The Blog section of the website outperforms the rest of the website in acquiring organic search tra�c compared to 2016 where the partner pages were performing highest.
By looking at blog tra�c only, we can segment by source to see the distribution of where tra�c is coming from. Social Media.
Note: Referral is boosted/paid Facebook blog posts. The Kootenay Rockies blog has an opportunity to improve their keyword targeting strategy and working with other DMO’s/stakeholders to cross promote blog content. This would o�er a significant SEO advantage as well as referral visibility. The goal here is to diversify the blog entries between referral, direct, and organic.
Home/blog/post/kootenay-hidden-waterfalls/post/swimming-holes/post/the-powder-highway-101/post/150-things-to-do-national-parks/post/colossal-attractions/post/pit-stops-kootenay-road-trip/partner/valhalla-park//partner/ghost-towns//packages-deals/
17 5205 6354 6733 911
3 7883 6363 192
3 0232 6932 652
TOP LANDING PAGES BY SESSIONS
ORGANIC33 505
DIRECT - 3 709
REFERRAL - 1 082
PARTNER LANDING PAGE ENTRY SOURCE
ORGANIC54 261 - 44%
SOCIAL39 357 - 32%
DIRECT17 432 - 14%
OTHER 3 150 - 3%
PAID 2 295 - 2%
REFERRAL6 263 - 5%
HOME LANDING PAGEENTRY SOURCE
BLOG LANDING PAGEENTRY SOURCE
DIRECT - 4 323
REFERRAL - 828(NOT SHOWN)
OTHER - 2 275
SOCIAL31 268
ORGANIC10 698
This site speed report looks at the website homepage, a partner page, and a blog page to calculate load times. Each of these 3 pages are tested against 2 sources, Pingdom and GTmetircs. Site speed will vary depending on the users internet connection, device used, and geographically were the site is being loaded from.
Page Weight: This is the total size of the page, measured in MB. It is the sum of all requests. If a page has PNG or many large image files, this can significantly increase page weight and slow down load times.
Page Requests: Any time a page has to call assets into the page from another source is a request. This includes things like images and embedded video, Instagram and social feeds, and tracking scripts.
Website load times have become increasingly important as a part of Google’s algorithm, especially with the growth of the mobile segment. There is strong correlation between website load times and behaviour metrics (bounce rate, time on site, pages per session). There are opportunities both on page and hosting upgrades to improve load times. Google recommends an average page load time between 2-3 seconds for desktop. This is more challenging for some mobile devices relying on 3G (or worse) network speeds, however the desktop load time is a good benchmark to strive for.
SITE SPEED 16
Home Page:
Time: 3.20 seconds
Weight: 2.13 MB
Requests: 129
Source: GTmetrics
Partner Page:
Load Time: 3.10 seconds
Page Weight: 3.56 MB
Page Requests: 157
Source: GTmetrics
Blog Page:
Load Time: 3.30 seconds
Page Weight: 3.57 MB
Page Requests: 117
Source: GTmetrics
Load Time: 3.00 seconds
Page Weight: 2.1 MB
Page Requests: 132
Source: Pingdom
Load Time: 2.80 seconds
Page Weight: 3.6 MB
Page Requests: 161
Source: Pingdom
Load Time: 2.36 seconds
Page Weight: 3.6 MB
Page Requests: 121
Source: Pingdom
Device Tested: Desktop
2016 Page Speed
PAGEVIEWEvery time a page is loaded where Google Analytics tracking code is present, a pageview is recorded.
SESSIONA session is inclusive of all activity of a person from when they first load a page on your site (recorded by GA) until they close the page or don’t interact for 30 minutes (by default).
USERA user is supposed to be an individual, but really can be considered a unique browser, by device. For example the same individual could access a website from their desktop and mobile phone in 2 di�erent sessions, and Analytics may count this as 2 di�erent users.
NEW VS RETURNING USERNew users are browsers who do not have cookies from a previous visit to the site.
COOKIESstored or cached information from websites saved to a web brows-er.
WEB BROWSERSafari, Chrome, Internet Explorer, Firefox are examples of web browsers
GAGoogle Analytics
SESSION DURATIONtime measured from the first page load to the last interaction with a website
BOUNCEa bounce is recorded when a page is loaded but there is no interac-tion recorded with the webpage
PAGES / SESSIONnumber of pages recorded per session (average)
ORGANIC SEARCHSearch engine tra�c, not paid for
BACKLINKa website link to another website is also called a backlink. Back-links are shown as referral’s in Google Analytics. A Backlink from a website of high authority can improve the recipient pagerank in Google Search and overall SEO.
ENTRANCESHow many times users entered a site through a specific page
LANDING PAGEpages through which visitors entered the site
UTM TAGUTM tracking is one way to tell Google Analytics something specific about where a user is coming from when clicking a link or advertisement. They are user-defined variables like “campaign” “email” “social” “ad creative v2” that are placed in the URL to pass information on to Google Analytics for tracking purposes. People working in digital marketing and analytics like to see granular attribution on where their website tra�c is coming from, and adding UTM tags to specific URL’s will help identify which specific advertising creative drove the most results, not just which marketing channel as most e�ective. Refer to the glossary for an example of UTM use.
ANALYTICS GLOSSARY 17
Questions or [email protected]
KOOTENAY ROCKIES TOURISMGoogle Analytics Annual Report 2017
SUMMER 2018