How to Use Google Analytics to Keep Track of Your SEO
There are many tools out right now that can help you keep track of your search engine optimization, yet most of these cost money. But there’s an amazing tool that provides a lot of insight into your website’s traffic. If you’re wondering what tool this is, it’s Google Analytics of course! Nearly everyone uses it, but not everyone takes advantage of its full potential.
To Monitor Page SEO
You can check your analytics at a per-page level by going to Behavior > Site Content > All Pages. In this display, you will see the top 10 pages on your website that are ranked on a number of page views they received. Filling in the URL in the search bar will let you look at a specific page. There are two ways to find the traffic originating from search engines here.
The first is filtering the data in the table by clicking the “Secondary Dimension” dropdown and clicking Acquisition > Medium. Aside from that, you can click Source/Medium if you wish to specify for each search engine. If you click the checkbox for “Organic” medium and clicking “Plot Rows” again, you will get a line graph for your total and organic traffic. This method also shows you other traffic sources, which is quite interesting.
The second method is by creating a segment that only shows ‘Organic traffic.' Google Analytics provides you this ready-mage segment which can be selected from the list. You will be able to see the traffic coming from search engines and analyze all pages in the Behavior section.
To Keep Track of Bounce Rate
By going to Behavior > Site Content > Landing Pages, you will acquire a list of pages through which visitors enter your site. These landing pages are important because they are the first thing people see upon entering your site. An important metric to look out for here is the ‘Bounce Rate.' This metric provides users with the percentage of people that right away left your landing page without interacting with it. The lower the bounce rate, the better. What you want is for people to spend more time on your pages, and more so, to engage with your site.
Click the Comparison icon to get a good look at which pages have a high bounce rate. Choose bounce rate in the last column. This will provide you with the bounce rate compared to the average bounces you get for all of your pages starting from the most visited page. Anywhere between 0 to 10% is fine, but anything above 20-30 should be looked at.
To Identify Internal Site Searches
Lastly on the topic of Google Analytics for SEO is finding a list of search terms that people have searched on your website. This can be found by clicking Behavior > Site Search > Overview. This is a great dataset for you to monitor since it can give you a good idea of what your audience expects to find when visiting your site. If you find any search terms that you haven’t made a page for yet, it might be a good idea to try and fit a page on that subject. You will see here if the search terms made by users match the keywords you are currently using on your website.