Did you know that an astounding 93% of web experiences kick-off on a search engine, according to 2023 data? For foodservice equipment and supply dealers, the importance of standing out amidst the vast competition on the world’s most popular search engine, Google, is paramount. Considering Google processes over 8.2 billion searches monthly, it’s essential to comprehend how your business can appear among the top results and capture relevant traffic.

In our industry of foodservice equipment, the significance of Search Engine Optimization (SEO) has never been more critical. Staying updated with the ever-changing search algorithms and tracking tools Google uses is as essential as understanding your customer’s needs. This blog dives into the most recent updates to Google Analytics 4, ensuring you can stay on the forefront of search trends specifically catered to our industry.

The recent introduction of Google Analytics 4 (GA4) demands the attention of business owners and SEO specialists, especially those in the foodservice equipment and supply sector. The transition from Google Universal Analytics (UA) to GA4 will have a significant impact on your online metrics.

So, what is Google Analytics 4?

Google Analytics 4 is the newest offering in Google’s web analytics services. Unlike Universal Analytics that was predominantly focused on tracking sessions and pageviews, GA4 adopts a more user-centric approach. It provides a detailed overview of website engagement by tracking events and user interactions. This more precise view of user behavior can enable you, as a foodservice equipment dealer, to understand what engages your customers, leading to informed decisions that drive conversions.

Consequently, this shift from UA to GA4 will result in some noticeable changes in key SEO metrics. Let’s look at these changes:

1. Sessions vs. Users: In UA, sessions were the primary metric for tracking website traffic. In contrast, GA4 emphasizes users as the primary metric, implying that instead of counting each individual session, GA4 counts the unique visitors to your website. This shift is advantageous for SEO as it presents a more precise depiction of your website’s visitors.
2. Engagement Metrics: GA4 offers more exhaustive engagement metrics than UA. The latest metrics include engagement rate, engaged sessions, and engaged time, providing a richer understanding of how users interact with your website. These insights are particularly beneficial for improving engagement on foodservice equipment websites.
3. Event Tracking: GA4 pivots towards event tracking, tracking user interactions like clicks on product descriptions, form submissions for queries, and video plays of product demonstrations. This focus on event tracking suggests that SEO specialists should consider these metrics for a thorough understanding of user interaction.
4. Organic Search Traffic: Organic search traffic continues to be a crucial metric in GA4. However, it necessitates a new data stream setup for organic search traffic, offering more in-depth insights, like the search terms users use to find your foodservice equipment website.
5. Custom Metrics: GA4 allows the creation of custom metrics, aligned with specific business objectives. This feature enables tracking metrics related to business goals such as conversion rates or lead generation, crucial for the foodservice equipment industry.

Embracing the transition from Google Universal Analytics to Google Analytics 4 promises a significant shift in key SEO metrics. Changes such as the transition from sessions to users, the unveiling of comprehensive engagement metrics, and a greater emphasis on event tracking require attention. But, the shift can offer a more profound understanding of your website’s performance, potentially catalyzing more effective SEO strategies in the foodservice equipment and supply industry.

At Beedash, we are here to help you navigate these changes and capitalize on the new opportunities GA4 provides. Our expert team can create robust, SEO-enhanced ecommerce websites tailored for the foodservice equipment industry. Contact us today to understand how we can help leverage these changes for your business’s growth.