Google Analytics is the main tool you will use to measure your results. The average SEO content writer will spend the majority of their time using this tool. But how you use it will depend on what you want to get out of it. This guide is going to introduce you to five Google Analytics strategies that will measure SEO success.
1. Viewing Only Organic Search Traffic
Don’t just assume that a loss in traffic is caused by a decline in organic search traffic. You need to know what it is for sure. And you can do that through segregating traffic in Google Analytics.
Begin by opening up the Channel Grouping report. You will then see all your traffic sources segmented depending on the channel. Just click on the Organic Search channel and you’ll have everything you need to understand whether you have lost organic traffic or not.
2. Measuring the Quality of SEO Traffic
Quality traffic tends to be extremely subjective. To measure whether the quality of your traffic has increased or decreased, you should use the Assisted Conversions report. Using this report, you can set a date range and compare it to the previous period. These monthly comparisons can then be used against your conversion reports.
If you notice an increase in the ratio, then it means that the quality of your search traffic has decreased. You want a ratio that’s as small as possible. In a perfect world, this would be 1:1.
Remember, you should be looking for an improvement.
3. Assigning Monetary Values to Organic Traffic
Once you know how much organic traffic you are bringing in, it’s time to assess how much you are spending to bring in this organic traffic, if you were buying it via Google AdWords. For this, you need to go into your AdWords account and navigate to the Queries section.
You should take this report and load up the Keyword Planner. Choose the Get Search Volume Data and Trends option. Enter your top keywords from your Google Analytics report. Find out what the search volume is. Enter the keyword into AdWords and it will give you a dollar amount to bid on that keyword.
Now it’s simple mathematics to find out what you would have to pay to bring in that same traffic if you had to pay for it.
4. Finding Slow Loading Times
An optimized website is a requirement of ranking high. You need to know when a page is loading slower than expected, though, before it starts to impact on the user experience.
When you’re in Google Analytics, go to Page Timings. Set the middle column to take into account average page load time. The right column should be % Exit. In other words, you are going to see how fast your pages are loading and the number of people leaving the page.
It doesn’t tell you if people are leaving because of slow loading times, but you can easily draw correlations.
5. Creating an SEO Dashboard
Presenting data in the right way can do a lot of good, including winning you funding for your next campaign. Use the built-in dashboard to make your SEO dashboard understandable by the average person. Keep in mind that the dashboard is just a series of widgets drawn together.
By going to Dashboards > New Dashboard you can start to put together your new dashboard. Try to stick to the things that matter most, such as total organic visits.
If you want to skip this process, you can even import a dashboard online. Many SEO experts make their favorite configurations available to the general public.
What do you think is the best use of Google Analytics?