If you’re a business targeting growth, one of the best tools in your digital toolbox is Google Analytics.
Google Analytics is a powerful – and free! – tool used for several purposes, including SEO performance. As an SEO analytics system, it monitors and analyses marketing data with the aim of boosting organic traffic.
This data allows businesses to better understand their website’s performance, identify and implement improvements, and ensure an ROI on their SEO goals.
If you want to drive more visitors to your website and get them spending, Google Analytics should be a key part of your SEO strategy.
First, Create a Winning SEO Strategy
Before diving into Google Analytics, your first step should be to figure out how this tool fits in with your wider plan.
When your website is aligned with the needs of your audience, Google will reward you with a strong SERP result. However, it’s too simple to say traffic is the end goal. Targeted traffic is the goal, and conversions are the prize.
To generate targeted traffic, your business should consider the SCOOTER framework: strategy, content, on-page SEO and off-page SEO, technical SEO, overall excellence, and results.
If you are looking for expert help with your SEO strategy, our friendly and highly experienced team can assist.
Now It’s Time To Leverage Google Analytics
Google Analytics may seem intimidating, but you don’t need a degree in the site to use it to your advantage.
Below are six easy ways of leveraging Google Analytics to improve your SEO insights and decision-making.
1. Create Custom Segments
Google Analytics custom segmenting is a long-standing feature. You can use a wide range of user data to create these segments, including time spent on site, visits to individual pages, and the location of these visitors.
These segments can help you better understand visitors to your website. You might find, for example, that women aged 25-34 are your most regular visitors, and it’s a good idea to target them more closely.
Where Do I Go? To get started, go to Audience > Interests > Overview.
2. Monitor Site Search
Once you have a clearer picture of visitors to your website, you might also like to dive into their searches. Google Analytics can help you understand how people are using your site search bar, and whether it’s working.
For example, if the search bar is very popular with your visitors, this may be a sign that the main navigation needs some revisions. You could also take inspiration from their searches for blog or feature content.
Where Do I Go? To get started, go to Behavior > Site Search > Overview.
3. Improve Top-Converting Pages
Google Analytics is a great tool for tracking the performance of individual pages. You can identify your most popular pages, monitor any relevant trends, and improve or update these pages to attract even more visitors.
You can also use SEO tools like Ahrefs Site Explorer to cross-check your website with competitor pages and garner some keyword ideas.
Where Do I Go? To get started, go to Behavior > Site Content > Landing Pages; or Acquisition > Search Console > Landing Pages.
4. Improve Underperforming Pages
The same principle applies to pages that sadly aren’t a hit with your customers. With Google Analytics, you can track their loss of traffic, organic visibility and conversions over time.
We recommend heading to the Acquisition section, and searching for data within a specific timeframe. From impressions to click-through rates, this data can help you decide how and where to refresh content.
Where Do I Go? To get started, go to Behavior > Site Content > Landing Pages; or Acquisition > Search Console > Landing Pages.
5. Investigate Mobile Traffic
Your mobile traffic is another key metric for your website. We recommend using Google Analytics to not only monitor this traffic, but to take a closer look at detailed stats, including mobile conversions and bounce rates.
There are many insights to be gleaned here. For instance, pages with high mobile bounce rates, particularly compared to their desktop versions, can point to deficiencies with the mobile experience and opportunities to improve content.
Where Do I Go? To get started, go to Audience > Mobile > Overview.
6. Set Up Automatic Alerts
If you’re not careful, you can spend a lot of time and effort reviewing data that might not be useful. Automatic alerts will do the work for you by notifying you immediately via email when your data changes.
These alerts are great for monitoring and quickly responding to dips or spikes in organic traffic. For example, they can help you quickly spot new high-performing keywords and replicate their success elsewhere.
Where Do I Go? To get started, go to Admin > View Column > Custom Alerts > Create a New Alert.
Contact Digital Edge for Expert SEO Support
Any business looking to improve their SEO will find a plethora of information on Google Analytics. It can feel overwhelming, but it doesn’t have to be.
The 7 easy tips above will help you kick-start your Google Analytics journey.
For more personalised SEO support and advice, get in touch with Digital Edge.
