Why every SEO should include web analytics

Google Analytics, a must for SEO

Your SEO campaign is surely attracting a lot of traffic to the website but how do you know if you are getting engagement that you want on the website? Let’s look into Web Analytics and see how it can help every SEO expert to adjust your campaign and hit the right traffic for your business. 

Good SEO needs Web AnalyticsMany SEO practitioner measure their SEO success by going to Google and typing in their favourite key phrases or keywords and watch their rank or position on search results.

In last course of your SEO campaign you tried new keywords and you were getting high visibility on search engine with a huge amount of traffic coming from your SEO campaign.

Great. But how do you know if at the end of the day that high traffic interacted with your website the way you expected?

Having a good understanding of the website traffic audience is very critical for the success of your SEO campaign.

Target the right audience

Targeting the wrong audience can have opposite effect. That’s where the web analytics come in. Once you get the audience in the website, you can now start tracking where your hard-earned visitors are going on the site, what they are doing, where they are converting and where they are not. This insight can help you adjust your SEO in terms of keywords and landing pages optimisation.

SEO and Web Analytics are complementary disciplines.

Web analytics can help determine best performing keywords to focus on to drive more traffic from search engines. if you know nothing about web analytics, you better start now. Smart SEOs use web analytics tools such as Google Analytics to see from which keywords most visitors are coming to the website, where they are going and how to best optimise the website itself to help drive more traffic.

By looking into Google Analytics you may notice that a large percentage of users are leaving instantly or visiting many pages of your website then use the search box for a product, keyword, topic that is not your preferred keyword, a keyword that is different from what you have optimised for. In real terms, they may be looking for a product that is not on the website.

What to look for on Google Analytics

All website owners, marketers want average time spent on site to be high. We also want the bounce rate (% of people who left the website from the very first page they landed on.) to be low:

SEO report on Google Analytics
SEO report on Google Analytics

A look on the Search Engine Optimization report under Traffic Sources section on Google Analytics shows you a list of keywords typed by your visitors before they arrived at your website.

For each keyword on the list (under queries report), you will be able to view its impressions on search engine results, the number of clicks it got, the average position of your website when this keyword was searched and the Click-Through-Rate all of this at one place.

From Landing Pages report under same section, you can see how your landing pages are performing from SEO perspective. You will be able to view page URL impressions on search engines and the number of clicks they got as well as how they were ranking. This is also a good place to watch how each page meta description is performing when shown to visitors.

With data from SEO reports, you can then use your high performing keywords in your new content. This increases the chances of “conversions”. You can also chose to edit popular and non popular pages containing these keywords in the same way to optimise and improve the pages.

Increase the number of page-views

As you perform your SEO, keep an eye on the average number of visited pages per visit.  If this number is growing, it means, among other things, that the content of your site is considered attractive by the users and chances are that you will have a higher conversion rate.

But if it goes down, it may be due to a less relevant content, or lack of “links” between the pages of your site. In this case, multiply the links between the different pages of your website. Offer the opportunity for the user to explore further.

Improve user interaction with the website

Another metric that allows you to assess the relevance of the proposed content on your site is the “Bounce Rate”. A higher Bounce rate mean on a large number of visits, the user left your website from the very first landing page they arrived without interacting with your website.  During your SEO campaign, if this metrics increases over time, it probably means that your keyword research need to be fine-tuned further as you may be attracting the wrong traffic.

Analyse keywords against page views generating traffic to your site. This helps you focus on your content, topics (products / services) that is more relevant.

Web analytics can help you to identify design and content flaws and corrects them to create better user experience. A good combination of web analytics and SEO on your website will keep growing more visitors which means greater customer conversion rate.