JDB 057: Drill Baby Drill | Drilling Down in Google Analytics to Build Your Law Firm’s Online Presence

Law firm marketing JDBloggerLast week I wrote an article about my writing my 300th blog post on my law firm’s website.  Shortly thereafter attorney Kyle Smith approached me about sharing his experiencing in building his law firm’s website from 0 visitors to 12,000 monthly visitors in the first year!

In today’s episode I discuss both of our articles, and drill deeper into the metrics and go over some of the useful tools found in Google Analytics and how they can help you grow your online presence and get more clients.

Tool of the Trade

This week’s Tool of the Trade is an article I came upon on Mashable that provides 30 different explanations of the various tools available through Google Analytics and what metrics you should pay particular attention to.



  1. Kyle Smith

    Thanks for the podcast, John. Two things: First, long-form articles will increase your bounce rate. My bounce rate is way, way higher than yours. One of the images on my blog post disclosed my bounce rate—about 88%. The more accessible you make information, the more people will use your website for that information and leave. But, if you’re making information accessible to people in an easier way than it was before, the search engines will tend to favor it (in my experience). So there are two sides to the bounce rate coin.

    Second, I was unclear on what I meant by “pages” on my blog post. Almost all of the articles I write are more than 1,000 words, which equals about two written pages. Back in July 2013, I was toying with directing my articles toward an e-book—so each new article could potentially be a chapter of that book, even though the book itself wouldn’t be mentioned in the article. I aggregated the articles and they turned out to be about 51 pages. And that was with about ten articles. I’d guess that the total written pages for my blog is closer to 150-200.

    When I was using the term “pages” in my post, I was differentiating between blog posts and website pages. So, a landing page would be different than a post. We have pages for each practice area, pages discussing pricing, contact pages, etc. Those pages are just kind of filler content for people seeking to learn more about our practice; they don’t bring in much search traffic.

    • Just a quick comment on the bounce rate. It’s my understanding, (correct me if I’m wrong), that if someone comes to your site, spends 2 minutes reading an article, then leaves without taking any further action, Google Analytics treats that the same as someone who comes to your site, scans for 5 seconds, and then leaves. Correct?

      I’ve started using Clicky Analytics in lieu of Google Analytics. It’s a premium service ($79/year), but it is super simple to use (at least compared to Google Analytics IMO). Also, anyone who stays on your site longer than 30 seconds is no longer counted as a “bounce”, so whereas my bounce rate in Google may show up as 60-70%, my bounce rate in Clicky is less than 10%.

      Here is a link to an article that discusses how Clicky tracks bounces: http://clicky.com/blog/214/why-clickys-new-bounce-rate-is-the-best-in-the-biz

      Great podcast John – keep up the good work!

      • John Skiba

        Thanks for the resource Jim. I will have to check out Clicky Analytics. The way Google calculates the bounce rate has never made much sense to me.

    • John Skiba

      Thanks for the clarifications Kyle. As I was discussing bounce rate on the podcast I caught myself because it makes sense that the bounce rate would be higher if the article is more lengthy and substantive. Thanks again for sharing on the blog. I wrote a long form piece over the weekend and I am posting it tomorrow. I will be interested to see how it does and I have others I am getting ready to go.

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