Using Google Analytics to Improve Your SEO

analytics broken down into charts and segments

Using Google Analytics to Improve Your SEO

Your Google Analytics account is filled with untapped potential: not only do you get a fuller picture of what your users are looking at and what drives sales, but you can use the metrics to gain more insights on what is working in terms of SEO. From general insights to specific audience interaction, you can use several tools readily available in Google Analytics to improve your SEO for the results you want.

Create Custom Segments to Learn Your Audience

Trying to develop a more thorough picture of your audience? Create a custom segment! Segmenting your audience allows you to view data from nearly any metric, including time spent on site, where they are located and the steps taken before a conversion. Within the Interests tab, you will be able to see a more in-depth look at your viewers’ Affinity Categories, which defines users by their lifestyle and online activity. For example, if a user spends a lot of time looking at tech news websites or forums, they may be considered a Technophile under Affinity guidelines. You’ll also be able to see a breakdown by gender and age range within these reports.

Are Your Users Coming from Mobile?

Mobile traffic is constantly growing, but how does your mobile engagement look? Creating a segment and watching your bounce rate will help you make sure your site is consistently optimized for mobile viewing and converting. A segment will allow you to view the mobile conversions separately, based on the individual pages. Your bounce rate can be extremely telling when it comes to your site’s user experience. If your mobile bounce rate is significantly higher than your desktop rate, you may need to make changes to your site to make it more friendly to users on cell phones and tablets.

Where Are Your Conversions Coming From?

Sure, you can track your conversions in Analytics, but do you know where they’re coming from? By checking the Landing Pages report under the Behavior tab, you’ll be able to see what pages are converting and which pages can be further optimized for all users. Landing pages will be able to show you upward trends and declines, as well as whether or not they are confined to one page or are affecting the entire site.

Chances are, you are not currently utilizing your Analytics account to its full potential. However, once you do some digging and determine which metrics are the most important to you, you will be able to use it in your SEO going forward.

Jennifer Connors
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