How To Use Google Analytics For SEO

When you know who visits your site, how they found it, and how they use it, you can better optimise it for organic search traffic and future visitors.

You can use this information to enhance the quality of the content and functionality of your site. Your Google Analytics account and other site analytics tools can provide the necessary information if your SEO efforts have been fruitful.


What Is Google Analytics?

Google Analytics tracks and reports website traffic, providing valuable insights and data to website owners and marketers.

It is widely used by businesses of all sizes and industries to understand their audience, measure the success of their marketing efforts, and optimise their online presence.

Google Analytics and your Google search console provide information on various metrics, including user behaviour, interactions, traffic sources to your landing pages, bounce rates, conversion rates on Google ads, and more.

By analysing these metrics, website owners and marketers can better understand their audience and optimise their websites to improve user experience and conversions.

Google Analytics inserts a tracking code onto each website page and collects user interaction and behaviour data according to your SEO strategy.

The data is then sent to Google’s servers, processed, and analysed to create reports and visualisations that help website owners and marketers make informed decisions about their online strategy.

Google Analytics SEO offers a wide range of features and tools, including:

  • Audience Reports: This provides demographic and behavioural data about website users, such as the age, gender, location, and interests of visitors.
  • Acquisition Reports: This is important SEO data that shows where website visitors come from, including organic search, social media, email marketing, and other referral sources.
  • Behaviour Reports: This provides data on how users interact with the website, such as which pages they visit, how long they stay on each page, and how they navigate the site. Like a tracking internal site search that helps you improve user experience.
  • Conversion Reports: This tracks the number of conversions on a website plus keyword rankings, such as product purchases, form submissions, or newsletter sign-ups.

Google Analytics can also be customised to meet the specific needs of a business or website. For example, custom reports can be created to track specific metrics, and goals can be set with custom alerts to measure the success of a particular marketing campaign.


Metrics are used to establish quantitative standards. Users of Google Analytics can monitor up to two hundred distinct indicators of website health. Although other measures may be more important to particular companies than others, these are among the most widely used:

  • Users. A user is a unique or new website visitor.
  • Retention rate. The proportion of visitors who only viewed a single page. These visitors sent only one request to the Google Analytics server.
  • Sessions. The collection of visitor interactions that occur within a 30-minute activity window.
  • Average session duration. How long each visitor remains on the site on average?
  • The proportion of new sessions. The proportion of visits to a website that are first-time visits.
  • Pages per session. The average amount of pages viewed per session.
  • Objective completions. The frequency with which visitors execute a desired action. They are alternatively known as a conversion.
  • Page views. The number of pages viewed in total.

Benefits Of Google Analytics

Some of the benefits of using Google Analytics include the following:

  • Visitor insights: With Google Analytics, you can get a detailed picture of your website visitors, including their demographics, geographic location, and behaviour on your site.
  • Traffic analysis: Google Analytics allows you to track all traffic sources to your website, including organic search, paid search, social media, and referral traffic.
  • Content analysis: You can use Google Analytics to analyse which pages on your website are most popular, as well as how long visitors stay on those pages, bounce rates, and exit rates.
  • Conversion tracking: You can set up conversion tracking within Google Analytics to see how well your website converts visitors into leads or sales plus the overall site speed.
  • Goal tracking: You can create custom goals within Google Analytics to track specific actions on your website, such as form submissions or product purchases.
  • ROI analysis: By tracking conversion and goal data, you can also calculate the ROI of your digital marketing efforts.

Limitations Of Using Google Analytics

  • Sampling limitations: Google Analytics may sample data if there are less data to process, which can lead to inaccuracies in the data analysis.
  • Data privacy concerns: Google Analytics may collect personally identifiable information (PII) if configured incorrectly, which can result in legal issues and damage the company’s reputation.
  • Cross-domain tracking limitations: Google Analytics may need help to track users across multiple domains, which can result in inaccurate data.
  • Attribution modelling limitations: Google Analytics may not accurately attribute conversions to the correct marketing channel or campaign, which can lead to misinformed decisions.
  • Data freshness limitations: Google Analytics data may not be real-time, which can result in delayed decision-making.
  • Inability to track offline behaviour: Google Analytics can only track online behaviour, so it may not capture a complete picture of user behaviour.
  • Limited customisation: Google Analytics may offer a lower level of customisation needed for some businesses, which can result in little insights.
  • Technical expertise required: Using Google Analytics effectively requires technical expertise, which can be a barrier for some businesses.

Why SEO Matters To Your Business

In today’s digital age, businesses must establish an online presence to reach a wider audience and increase visibility. Search Engine Optimization (SEO) is crucial to achieving that goal.

SEO optimises a website and its content to improve organic search engine rankings. The higher the ranking, the more likely potential customers will find your website when searching for your business queries. Here are some reasons why SEO matters to your business:

Increased visibility and traffic

With most people using search engines to find solutions to their problems or answers to their questions, SEO helps businesses rank higher in search engine results, making their websites visible to potential customers. The more visible your website is, the higher the chances of getting more clicks and organic traffic.

Enhanced credibility

When your website ranks on the top search engine results pages, it signals to users that your website provides relevant and valuable information. As a result, it enhances the credibility of your business and its online presence.

Long-term benefits

Good SEO practices lead to long-term benefits as they take time to improve website rankings. However, it can provide your business with steady organic traffic and lead generation once established.

Better user experience

Search engines prioritise websites that offer a better user experience. By improving your website’s usability, user interface, and speed, you improve your search engine rankings and provide a better understanding to your users.

Increased conversions

SEO helps your business target the right audience interested in your products and services. Optimising your website’s content and design to cater to the target audience improves the chances of converting visitors into customers.

Learn Valuable Insights From Google SEO

Learn how to use Google Analytics to your advantage by learning how to spot openings for your organic search engine optimisation. Analysing Google Analytics can teach you a lot about SEO.

Analysing Analytics regularly might reveal performance concerns and room for improvement. Here are the most important takeaways that can help you improve your organic marketing strategy.

The Google Analytics Code Must Be Installed On Your Website

You will get a tracking code from Google Analytics when you sign up for the service for the first time. Using this code, you can monitor everyone who visits your site.

After you have it, implement it across the board to collect comprehensive user analytics. The tracking code, analytics, and information from Google Analytics can be found in your control panel.

Determine Your SEO-Related Goals In GA

Goals in GA can be created after a tracking code has been obtained. For instance, conversion objectives allow you to know when a user visits a specific page on your website and what actions they take while on that page (e.g. when they make a purchase or download a resource).

Keep Tabs on On-Site Traffic And Gather Demographic Data

Knowing your visitors’ origins allows you to provide a more tailored experience. It is not only where you are that matters. With Google Analytics for online promotion, you may find out details about your website visitors, like their age, gender, geography, and even their specific hobbies.

This will allow you to fine-tune your advertising and provide a more customised experience for your users. The feature “Demographics and Interests reports” must be activated.

Check The Flow Of Visitors To The Landing Page

By monitoring the traffic to your site with Google Analytics, you may learn which pages and posts are the most successful. You can add new content or update and enhance the existing stuff based on the data you collect.

Custom Segments

Google Analytics has long had robust custom segmentation tools that let users view data such as traffic by channel, visitors who fulfilled goals, demographic information, and more.

Almost any user data can be used to build a new segment, such as the duration of a user’s session, the pages they viewed, the goals they accomplished, their geographic location, and more.

Users and their behaviour on your site can be better understood through segments. The Audience section of Google Analytics can provide helpful information when deciding what new segments to make.

Monitor Mobile Traffic

One cannot overstate the significance of mobile visitors and the quality of their mobile web experience. Yet more is needed to track the number of mobile users visiting a site; engagement rates among mobile users should also be tracked. There are a few ways to evaluate this:

  • Check out the mobile conversion rate for each page. This is done by creating a new mobile section.
  • Keep an eye on your mobile device’s abandonment rate. Watch for pages with a high abandonment rate on mobile devices. This can help you zero in on any problems that may be specific to a given page.
  • Examine the differences between mobile and desktop bounce rates. By comparing the mobile and desktop versions of the same page, you can learn more about the differences between the two.
  • Differentiate between new and returning mobile users. Doing so lets you understand how many unique visitors are coming across your material and which ones may become regulars.

Emphasis on Site Search

Your website features a search tab, correct? If so, you have a tremendous opportunity to discover what visitors to your website are seeking. You can learn what they are seeking and how many people are searching.

For instance, if a significant portion of your site’s traffic uses the search bar, this is a strong indication that the site’s primary navigation may need to be enhanced to provide users with a clearer indication of the location of the content they are seeking.

It is also essential to evaluate the site’s search functionality. When a user searches for a term via site search, for instance, are results returned that span the entire site? Is the user redirected to another website section if no relevant results are returned?

The search terms that users input into the search bar can also provide content inspiration. For instance, if a user frequently searches for a term that a site does not have a lot of content about, and it makes sense for the site to feature that content, you and your users may benefit from adding content about that topic to your website.

Alternatively, a user searches for a specific product or service more frequently. This may indicate that the product or service should be highlighted more prominently on the homepage or made more accessible overall.

Bounce Rate Provides Valuable Insights

The visitor percentage to your website that departs after seeing only a single page is known as the “bounce rate.” Sites featuring a lot of recipes, for example, may have high bounce rates because visitors can quickly find what they need without having to dig too deeply into the site.

You achieve a high position for a long-tail specialty phrase, but your site’s content needs to address the user’s question. Alternatively, say a user reaches a site, and the page takes longer than usual to load, and the user decides not to wait and moves onward.

Issues like slow page load times, bad design, poor user interface, and user experience typically cause high bounce rates. By adjusting the time window in Google Analytics, you can see if your bounce rate has increased or reduced from one quarter to the next. If it has risen dramatically, it could mean that the site needs an update.

Find Top-Performing Pages Based on Conversions

Understanding individual pages’ efficacy and the conversions on each page can provide enormous insight. Keep an eye out for negative tendencies on each page. If a particular page has experienced a significant drop in traffic, the issue is likely limited to that page alone. However, a negative decrease across multiple pages may indicate additional technical problems to address.

Identify Underachieving Pages

Pages may experience a decline in traffic and organic visibility over time. Using Google Analytics, you can combine conversion data with these metrics to determine which pages would benefit most from a rewrite or other type of update. Adhere to a minimum 6-month time frame to ensure sufficient historical data for evaluation.

Leverage Google Analytics Reports

The data from Google Analytics is priceless since it reveals how visitors find and use your site. With Google Analytics and a multichannel sales funnel, you may evaluate if your SEO copy’s keywords resulted in conversions. Using an SEO firm can be helpful because they will know exactly what to make of the data they collect.


Google Analytics is a powerful tool for businesses and website owners who want to understand their audience, measure website performance, and optimise their online presence. Its user-friendly interface and powerful features have become an essential tool for marketers and website owners.

Understanding who visits your site, how they arrive, and how they interact with it is essential for optimising your site for search engines and future users. The fundamental concept behind using Google Analytics to improve SEO content writing is to determine what you are doing and how your SEO writing affects the nature of the traffic you receive.

Suppose you are attempting to target a particular region. In that case, Google Analytics can inform you whether or not you are attracting traffic from that region, allowing you to adjust your content if necessary. If you target specific keywords, Google Analytics can tell you whether those keywords generate traffic.

Even if you receive a large amount of traffic, it is useless if it originates from something other than the desired keywords.

To use Google Analytics as described above, you must first implement the script on your website, and even then, it will take a couple of months before it can collect enough data to provide you with actionable insights that you can use to improve your SEO content writing.

This knowledge is essential for enhancing the content and functionality of your website. To accomplish this, you will need information from site analytics tools, such as Google Analytics.

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Dan Grant