While doing site improvement, either for customers or as an in-house advertiser, we should precisely gauge the effect SEO is making on our sites, leads and income. Estimating our accomplishment in SEO causes us to legitimize the significance of its part in showcasing, guarantee spending designation and harden our parts in the association. Following these insights can actually mean the distinction between keeping your activity or not.
One trusty apparatus in our sack of assets has regularly been Google Analytics. A year ago, BuiltWith detailed that 69.5 percent of Quantcast’s Top 10,000 destinations (in view of activity) were utilizing Google Analytics. In case you’re utilizing Google Analytics, however, would you say you are genuinely following your natural movement precisely?
Propelled in 2012, Google Universal Analytics left beta in April 2014. For those of us who had been utilizing the first Google Analytics (now called Google Classic Analytics), Google initially gave us the decision to update. However, in the end, Google chose to dusk Classic Analytics, and all locales were required to move up to Universal Analytics. In the event that site proprietors didn’t update physically, Google would naturally overhaul the locales. Now, Google has now overhauled all properties to Universal Analytics.
Google favors users who install Google Analytics
This one doesn’t have any basis in fact, but is a bit of a conspiracy amongst the nuts out there. They figure that Google is powerful enough to give preferential treatment to the people who use their software. You’ll often find the same people making similar claims about other Google services. “If you use Google AdSense, your ranking will go up.” “If you’re using a Gmail address tied to your site for Google Drive, Google might bump up your site ranking.” “Using YouTube, a Google company, will boost your search rankings.” There’s also a bit of an anti-trust issue here. If Google were to use its massive search presence to preferentially reward users of its own software, it would create a monopolized feedback loop. It’s generally in violation of some competition laws, and while Google may be big enough to get away with just about anything, there’s absolutely no reason why they would want to. They earn more goodwill, they gain more dedicated users, and they grow better as a company simply by providing an excellent product and letting users discover how excellent it is.
Google Analytics slows down your site and hurts rankings
Google Analytics is a script, and scripts take some time to load and run. It doesn’t matter how optimized the script is, it’s always going to take longer to load and run that not having a script at all. Google uses page load times as a search ranking factor. This has been a confirmed fact since 2010, which you can read about in their original announcement on the Google Blog. The idea behind this announcement is to incentivize speeding up sites for slower users and, of course, generally making the web user experience better. Since an increasing number of users are browsing by phone, this also saves on mobile data, decreases mobile load times, and makes mobile browsing that much easier. Of course, back in 2010, Google wasn’t as focused on making mobile experiences great, but it was still probably on their radar.
Google gives a small ranking boost to compensate for any drawbacks of using Analytics
This one sort of piggybacks off the previous claim. The idea is that if they know that their script slows down a site or causes one or another drawback, they want to counteract that effect by giving sites a small amount of benefit in exchange. If you get -.01 ranking for using Google Analytics, they give you +.01 ranking for using it as a way of compensating. If you minimize the negative impact, they don’t record it and adjust the benefit, so you make out ahead.
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Google Analytics gives Google more information that they use to determine your rankings
This is a bit of a tin foil hat claim. The idea is that some sites, particularly those using vaguely exploitive techniques like link buying, private blog networks, or something Google disapproves of like affiliate marketing, are going to be hiding what they’re doing from Google. They’re getting their benefit and they’re striving to hide where it comes from.
Not using Google Analytics might result in a minor Google penalty
This claim is an interesting one. The idea is that Google is a giant in the industry, striving to become used in every way shape and form by everyone in the world. It’s already quite close, given that services like Gmail, Google Maps, Google search, and Google Drive make up huge numbers. YouTube and other Google-owned services add to the impression that Google is quite literally unavoidable. Even if you personally don’t use them, you’d have to use a script blocker at all times and in all locations to avoid being tracked by other people using Google Analytics.