Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.


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The vertical line (“|”) represents an OR statement.

Going one step further from the last use case you can analyze how users move through the purchase funnel, by going to:

This is important as it allows you to identify opportunities, gain a deeper understanding of your users, and improve ROI for SEO.

There you can see if there’s been any change in goal completion and / or site conversions.

GA attributes: Search = 30 sessions; direct = 0 sessions.

8. Compare converters and non-converters.

If you access Google Analytics then navigate to the Organic Search Report.

You can get this view down to less than 2% of all keywords by using Keyword Hero.

Match Type: Begins with is the best choice for shopping pages since shopping cart Urls often have many parameters to the end of the Url to pass data to the ecommerce server. You can test your shopping cart to determine the structure of the Url and match it accordingly.

With these comparisons applied to your reports, you can compare the behavior and attributes of both audiences side by side.

An example of this is if you start with a screen, you might see that users viewed an image of a product on your app, then tapped to read a description on another screen, and then completed the purchase on your website.

Content: This report shows you what pages people are browsing and whether they are on mobile or desktop.

However, you might want to create your own segment.

This allows you to use regular expression statements to create a goal that matches multiple pages.

If you set up a destination goal to signal the completion of an ecommerce transaction, leave the goal value field blank. The actual value of the transaction will appear in the Revenue metric (not the Goal Value metric) and will come from the ecommerce tracking code in your shopping cart.

99+% of keywords marked as (not provided) or (not set).

5. Goal impact.

To dive deeper into changes you can access the Ecommerce Overview report to determine what you can do to boost sales.

Similar to custom dimensions, custom metrics can have different scopes.

If you navigate to Behavior | Site Content | All Pages.

For example, if store locator usage is down but product page views and purchases are up. This could be a sign that your customers are purchasing more online than in-store.

You can set up custom dimensions via the following methods:

The last click model attributes: Search = 1 session; direct = 29 sessions.

There are six reports in real-time reporting:

How does using Google Analytics for SEO work?

Use consistent naming conventions to ensure your team can easily recognize and use the custom metrics.

With modeling in place, advertisers can assign credit and responsibility to users from different channels. This helps the advertiser to analyze the quality of incoming traffic and make decisions about using those channels in the future.

Examine your bounce rate from different perspectives. For example:

We’ve seen a range between 40 and 80%, but the 80/20 rule is a common split to strive for.

It is interesting to see your data update visually as you select different segments.

See changes in revenue by product and product category or select “Product Revenue” in the explorer at the top left of the report to see how much revenue each product is generating.

Without analytics, SEO would involve a lot of guesswork, with analytics, every decision you make is evidence-based. Does a landing page need to be updated? Check the data. Is it worth publishing an article on a third-party website? Check the data.

How long a user spends on a page can tell you how engaged they are with the content.

So, always take the data in Google Analytics with a grain of salt.

Reports show two things: dimensions and metrics.

For the first condition, enter your page title for 404 pages.

Sort the table by the percentage of search exits and apply the weighted sort type.

Prioritize these pages and improve their SEO.

Mistake #8: Not taking ad blockers into account.

There are very few, if any, scenarios where you can derive actionable insights from a default report. Always apply filters, segments, and secondary dimensions to find root causes.

If you meet these requirements, go ahead and set up an alert:

But first, let’s go over the basics.

We’ll be looking for keywords that don’t have a good landing page yet. That may be caused by not having relevant content at all, or by ranking for keywords that don’t align with search intent.

For example, we can use a filter to see only data from the UK:

The point is, the vast majority of ad blockers block Google Analytics. On top of that, browsers are also enforcing more and more privacy policies. That results in blocking GA completely (Brave) or rapidly shortening cookie expiry time (Safari), which leads to even more problematic attribution.

Here, the dimension is the landing page. The other columns show metrics associated with each landing page, like the number of sessions over your selected period.

Take a look at the data in the landing pages report:

If you want to go even further, plug the queries into a keyword research tool like Ahrefs’ Keywords Explorer and check their search volume.

Apply the Landing Page URL as a secondary dimension.

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Sort the table by clicks, then select the landing page you want to investigate to see search query data.

For the second condition, start low and work your way up. That way, you won’t receive alerts if everything is normal. The bigger your site is, the bigger the number you should start with. Remember, some 404s are inevitable because of typos, so this number should be high enough to rule those out.

Do you see where this is going?

Most people make mistakes when setting up Google Analytics. While some are more severe than others, even small ones can seriously affect the accuracy and usefulness of your data.

Go through the terms and consider creating new content according to the search demand.

Let’s stick with monitoring and automatization for a little longer.

The “404 — Page Not Found” error is inevitable and something that you should monitor. And you can do this in GA.

Mistake #2: Deriving insights from insignificant samples.

While it’s fine to work with a 95% sample, don’t even try to make conclusions from tiny samples like this:

Go to Acquisition > Search Console > Landing Pages .

Here’s the process:

But you’ll notice that shortly after, traffic skyrocketed:

If you have an ecommerce store, help center, knowledge base, or any big website, then you probably also have an internal search engine.

That brings us onto segments and filters.

You can’t improve SEO if you’re not monitoring for issues. It’s inefficient to do this manually, so let’s set up alerts for organic performance.

Pages don’t always rank forever. Just look at the decline in traffic to our list of top Google searches in 2018:

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