Google Analytics can be overwhelming at first. The default dashboard provides access to dozens of reports, and while there is plenty of useful information, it’s sometimes hard to locate.
With a little persistence though, you’ll find the statistical gems you seek, the insights that tell you how well your SEO campaigns are running and which strategies are working best.
Once you’re familiar with the tool, you can apply the following expert strategies to monitor and boost SEO with Google Analytics.
Choose Assisted Conversions
The Google Analytics Multi-Channel Funnel report lets you track the effectiveness of your SEO campaigns by noting the source of site visitors. That’s useful information.
However, the default report bases the data on each user’s first visit to the page or site. That means subsequent SEO efforts may not be reported.
To ensure that this data is included, make sure to check the Assisted Conversions option when you run the Multi-Channel Funnel report.
Track Keywords in Google Analytics
Google Analytics can tell you what search term brought users to your site. That number is a fundamental report card on the effectiveness of your SEO efforts.
By integrating Google Analytics with Google Search Console you can track your keywords by looking at Acquisition > Search Console > Landing Pages in Google Analytics.
If you have proper on-page SEO and URL architecture, this will show you the landing pages people are hitting when coming from Google, which will further give you an idea of the top focal search terms people are using to find you.
Monitor User Interest
The top-rated pages using your keyword could be e-commerce sites, evaluations, or job boards. If you want to rank highly on search engine results pages, you’ve got to address those needs.
Google Analytics provides hints in the Audience > Interests > Overview report. This page shows the highest-ranking interests among your site’s visitors so you can adjust your content and SEO campaigns accordingly.
Monitor Page Performance
Google Analytics makes it crystal clear which of your product pages, blog posts, and other content is attracting the most visitors and generating the highest engagement levels. It will also show you which pages are under-performing.
This information is like a road map for improving SEO content. Update and amplify your best-performing topics to keep the content fresh and satisfy users.
Also, you can take a hard look at the poor-performing blog posts and other pages. If users are drawn in by the topic but find the content unsatisfying, you can replace the pages with new content. If the topics simply don’t attract users, turn your attention elsewhere.
Google Analytics provides a wealth of information. When integrated with Google Search Console and other tools, it can serve as a finger on the pulse of your SEO efforts. It can be overwhelming at first, but you’ll be creating custom reports and dashboards in no time.
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Charles Musselwhite is an author, speaker and co-owner of Musselwhite Marketing (est 2009) along with his wife Linda Musselwhite. Together they are “CaLM” (Charles and Linda M). Charles is an Ontraport Certified Expert and a previous DigitalMarketer Certified Partner holding several DM certifications.