Getting ahead in SEO is all about testing. Once you’ve got the basics in place, you need to track the progress of your efforts constantly. Google’s algorithms change frequently, and you need to know if what you’re doing is currently effective. Google Analytics is a great way to keep track of SEO metrics. Let’s discuss some of the reports that Google Analytics gives you.
1. Traffic Sources
This one is self-explanatory. It shows you the where your visitors are coming from, and how they managed to find your website.
This report is a great way to see what phrases people are searching for when they find your website. If you see a particular phrase or topic that is getting you a lot of traffic, you can focus your efforts on creating more content on it. You should check this report at least once a week to see how your website is doing. If you want to get even more information about your website traffic, you can set up Google Analytics Intelligence Events.
2. Conversion Goals
This report lets you know when a user on your website has completed an activity that you wanted them to. Depending on the nature of your website, this could mean signing up to your newsletter, buying one of your products or something else that you’ve specified.
At a glance, this report tells you what percentage of your traffic is turning into conversions. You can see which pages, ad placements or products are working for attracting users. You can use this report to test different landing pages or sales copy. If you find a formula that works for one of your pages, you can replicate it throughout your website.
This refers to the number of times your website was visible in search results. It also shows you what people were searching for when your website appeared in the results. It doesn’t tell you how many people clicked on your link, but it’s useful to see what keywords your website is ranking for. If you find that your website is ranking for a particular search term, you can create some good content around it so that people start clicking on your link.
4. Page views
Content is the most important factor for deciding how well your website ranks in search engines. With the Page Views report, you can see which of your pages are performing well. You can see at a glance which topics on your website are getting more visitors. You can use this report as a guide when you are creating more content, but don’t let it restrict you. Since you should already be publishing content regularly, it is fine to experiment a little. Search engine trends come and go, and a topic that is popular now might not generate too much interest a few weeks later.
5. Bounce Rate
This report shows you how long your visitors stay on your website. Depending on what content you published in a given week, this report can vary greatly. Basically, the lower your bounce rate is, the better your website is doing. So if you’ve published a spate of new posts and your bounce rate increased that week, your visitors might not have liked the new content. Using videos is a great way to reduce your bounce rates. Use plugins to show your users related posts so that they’re encouraged to spend more time on your website.
Google Analytics might seem like a vast web of varied data at first, but once you spend some time with it, it will quickly become an invaluable tool. Make sure you check all of the metrics mentioned above regularly to ensure that your SEO is on the right track.