HOW TO USE GOOGLE ANALYTICS TO IMPROVE SEO

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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Secondary dimensions under landing pages:

There is a saying in business that goes, ‘if you can’t measure it, you can’t improve it’. Hence, measuring your SEO progress and achievement is a crucial component of developing it. Map your SEO efforts to the outcome with a freely available tool known as Google Analytics.

Traffic drops from particular countries indicate localisation or indexation problems.

Landing Pages.

The bounce rate helps to gauge the organic traffic to your site. A declining bounce rate indicates that people are more engrossed in your site; they’re engaging more with your website. But that does not imply that you should neglect pageviews. Ruling organic pageviews over a certain period is a great method to measure SEO performance.

Primarily, by measuring SEO you’re getting a sense of how well you’re doing. Studying the differences in the overall organic traffic over long periods gives an indication of whether the SEO approach is working well or not.

To find page-level data, navigate to Behavior > Site Content > All Pages . Switch from All Users to Organic Traffic.

A good way to understand page-level data is by studying landing pages. Landing pages point to the page a user lands on while touring your site. Find landing page data in Google Analytics by clicking on Behavior > Site Content > Landing Pages.

Analyzing page-level data enables you to view which pages on your site are giving the most maximum SEO value and which could use some work.

5) Not analyzing granular results.

Traffic Dips and Spikes.

One important metric is the bounce rate. The bounce rate refers to the percentage of visitors who saw a single page on the site and then dropped without clicking any additional pages. A high bounce rate is a matter of concern.

There are a few situations in which you can obtain actionable insights from a default summary report. Always practice using filters, segments, and secondary dimensions to detect root problems.

1) Incorrectly set up Google Analytics tracking.

Site speed affects search rankings after Google’s Hummingbird update; it’s also more important. Google understands that people today want sites to load fast, so sites that load lazily are being penalized. Monitor your site speed records and obey Google’s Webmaster guidelines to ensure that you’re getting it right.

Device Category.

You can drill down the data in various forms. For example:

2) Deriving assumptions from irrelevant examples.

3) Not knowing what the data serves.

4) Neglecting Google Analytics sampling issues.

Go to Google Analytics > Admin > View column > Custom Alerts > Create a new alert . Set up an alarm that will alert you after X% improvement or drop in organic traffic over a certain period. A 20% reduction and 30% jump week-over-week would be a great start. Hit “Save Alert”, and you’re done.

Prioritize these pages and improve their SEO.

Confused? Don’t be. It’s quite simple.

This is vanity metric central, and there aren’t a lot of useful insights here. You’re better off looking at individual reports, which you can find on the left of the screen grouped by topic.

Now we see metrics for each landing page (primary dimension) broken down by country (secondary dimension). For example, we see that 8,274 UK users started their session on the homepage.

To get more granular, you can add a secondary dimension to any of these reports.

7. Use annotations to pinpoint issues and changes.

If none of those appear to be the culprit, it’s a case of digging deeper. There could be any number of reasons for a drop in traffic.

That’s so much more granular than the default report, don’t you agree?

From here, it’s just a case of figuring out what caused the 404. Was it a typo? Do you have internal or external links pointing to the URL?

You now have everything you need for proper 404 alerts and monitoring.

Here are a few of the most common:

With that in mind, here are eight mistakes to avoid at all costs:

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.

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.

Take action to improve your page where it falls short. Follow our guide to ranking higher on Google if you’re not sure where to start.

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Apply the Landing Page URL as a secondary dimension.

That’s a 54% drop in just over a month.

The number of times this article was shared on Twitter.

Reports show two things: dimensions and metrics.

One of the more interesting features of GA is that it can track these internal site searches.

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.

Getting started with Google Analytics.

Apply a reasonable filter to rule out super long-tail keywords and typos:

Hit the “SERP” button and compare your page’s SEO metrics to those that outrank you. In this case, it looks like the pages above us have way more referring domains.

Making setup mistakes, looking at the wrong data, or misinterpreting what you see in reports are just some examples that lead to bad business and marketing decisions.

People rarely land on websites they’ve never visited before and buy something right away. They go on a journey, often visiting multiple pages on your site in the process.

Here are a couple of useful secondary dimensions to get you started:

Know why you’re doing what you’re doing and how you can get actionable insights out of it. Don’t obsess over looking at data all the time.

Go to Admin > View column > Custom Alerts > Create a new alert .

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