We have a Search Engine Optimization client whose company is strictly business-to-business, with an aggressive, motivated sales force.
This company has been with us for a while and has seen dramatic growth in the number and quality of visits to their site, as well as an increase in conversion rate through a number of conversion rate optimization projects we had done for them.
As a fast-moving, commission-based company, the employees are always hungry for more.
I was on a monthly call with the marketing manager, who was relaying a question from the sales team:
“Is there any way to generally identify the visitors to the blog? For instance, by IP address specifics. Are you able to determine the companies from which the visitor IP addresses are “registered”? Some other method?”
We segmented the client’s blog with categories for each of their service areas, and over the past year these blog category pages had become some of the top landing pages on the entire site. These category pages crawled up the search engine results page (SERP) for valuable core service keywords and allowed us to create and test unique calls-to-action for each service area.
The marketing manager wanted to know more about these visits, sooner. The company wanted to be able to see who was researching services to gauge interest by industry and selectively target these companies through offline marketing campaigns and relationship building to speed up the sales cycle.
This led me to the Audience report in Google Analytics. In this section, under “Technology,” you can learn what browsers, operating systems, screen dimensions and the like your website visitors use.
What was useful to our clients in this case was the service providers report.
In Google Analytics, under Audience-Technology-Network, you can view your visitors’ service providers or hostname.
I made this custom segment using a regex string to exclude common ISPs and geo-specific ISPs from the client’s immediate area, leaving results that are mostly named with the business that the visitor is searching from.
The string uses the | operator, which is used like the word “or”. So, if your segment is set to “Service Provider does not contain regex verizon|comcast|ntelos”, it will remove any sessions whose service providers match any verizon, comcast, or ntelos.
Of course there are many more than just those three, but this custom segment I’ve shared has quite a few of the big ones—and you can always add on ISPs that are unique to your area as you find them in your report.
We used this segment to create a monthly report delivered to our client. Now the company can see the business networks landing on each blog category and employee page.
Have any of you used the network report for this before?