10. How your incoming traffic breaks down (organic search results, direct URL entry, referral links, social, or paid search).
You need to know whose sending traffic your way. Do most people arrive via Google searches, or from social media? How many and what percent of people are arriving at your restaurant website by directly typing in yourrestaurant.com? Are there other sites linking to you that people are clicking through via (i.e., Yelp)?
Google Analytics provides this insight — and adds in your paid search traffic, if you’re running paid search or paid social ads as well.
The higher the number you see in the Organic Search column, the more urgent your need to map out your digital footprint strategy. Put another way, the more urgent your need to own your presence on Yelp, Google Maps, Google My Business, CitySearch, Yahoo, OpenTable, TripAdvisor, and any other local listings website in your area.
