September 2, 2021 7 minutes to read
The opinions of entrepreneurs’ contributors are their own.
Without a doubt, Google Analytics is the best gift Google has given us – a free website analytics service that provides information on how users find and use company websites.
Web analytics refers to the measurement and analysis of data that is used to convey information about user behavior on websites and to provide a clear understanding of it.
It contains audience data; the number of visits, individual users, what type of device they are using, etc., the behavior of the audience; the most visited pages, the time spent on the pages, the bounce rate, etc., campaign data; Campaigns that generate more traffic, keyword searches that resulted in a visit, etc. and SEO positioning, which refers to the strategies and techniques used to get a website as high as possible in the search engines.
The vast majority of SEO measures can be measurable and quantifiable with the help of Google Analytics, taking into account the three basic findings of web traffic: engagement, user behavior and conversion.
Related: Why Exceptional SEO is Critical to a Successful Business
Web, organic and referral traffic
Web traffic represents the users who visit a website. It is measured in visits, also called meetings, and is a common method of analyzing the ability and effectiveness of attracting an audience. There are different types of web traffic, but insight into organic traffic and referral traffic is really important to SEO.
Organic traffic is the number of visitors who come directly from the search results of a search engine. This is the most important traffic as it is directly linked to the positioning of the website in the SERPs.
Referral traffic provides you with the data about visits that have come to the website from external sources other than a search engine, e.g. B. via a link on another website.
Desktop, mobile and branded traffic
Nowadays, more and more people are choosing to use their smartphone to access the internet. Therefore, it is important to distinguish and consider the percentage of inbound traffic from cell phones and inbound traffic from desktops.
It’s exciting to analyze the type of searches people make that land on your website. Users can reach your page from a third party website, generic keyword search, or brand search. Brand traffic is the most important and occurs when a user accesses your website by typing the name of your brand or one of your specific products into the search engine.
Location tracking is key
Knowing where the visitors are coming from will make it easier for you to improve your local SEO strategies and make them more specific and effective. For example, if some of your traffic is coming from Eastern Europe, you can generate related content for that specific audience.
Also, be sure to distinguish between different types of users when analyzing your web traffic. New users land on the website for the first time and are registered by Google Analytics using an ID. Returning users are those who have already been assigned an ID by Google Analytics and who are recognized as “known” users.
Note, however, that these particular Analytics Insights can sometimes be misleading. For example, if a returning user accesses the website from another browser, they will be counted as a new user. The same thing happens when cookies are deleted.
Interaction behavior and bounce rate
One of the strongest features of Google Analytics is that we get to know the behavior of users on our website. It is important to look out for various insights into how these users interact with the website. This concept is vital as it quantifies the percentage of users who leave the website without interaction.
A high bounce rate means we’re not delivering interesting content to the audience, or we may miss the opportunity to respond appropriately to the user’s search intent. Bounce rate is a variable that can vary depending on the type of website and content. It is therefore possible to configure the average time to be taken into account for the bounce rate analysis.
Page views and average length of stay on the page
A session represents the set of actions that a user takes in a given amount of time. For example, a user who visits several pages per session indicates that the content is attractive and optimized.
This particular finding defines the average length of the session for each user. The longer the average duration, the better the content that is offered to the audience. Google Analytics makes it possible to examine user behavior by grouping similar content. This also makes it a lot easier to understand the user’s journey and interaction.
Conversion rate and ROI
Conversion is the ultimate goal of any business website: a subscription, a download, a purchase, etc. Conversion rate refers to the percentage of visitors (of the total number of visitors) who achieved the desired goal. A high conversion rate indicates successful web design and marketing efforts. That means people search for the offer and find it easily. This is essentially an indicator that shows the performance achieved through SEO (or other) investments. The formula for calculating the ROI is as follows: ROI = (Profit – Investment) / Investment.
Note that there are other calculation options where other indicators can be used, e.g. B. the number of visits without final conversion and others.
Related: 7 Ways To Use Google Trends For SEO
Improve SEO with Analytics Insights
Google Analytics can help develop a much more effective SEO optimization by analyzing all the information provided. As mentioned earlier, studying web traffic insight is a valuable piece of data that shows the real reality of your website’s functionality and usefulness. And with Audience Reports you can set various criteria to determine the quantity and quality of the traffic on your website.
Therefore, you can temporarily adjust metrics such as the number of sessions, number of users, page views, average duration or bounce rate.
Acquisition reports look at the insights on visits, the channels of origin, and the number of conversions. In these reports, the type of traffic is critical to inferring the audience, whether it is organic, direct, referred, or social. The secondary dimension function allows you to expand the information within a primary dimension. For example, in the Audience by Device report, the default dimension is Source. However, if you choose a secondary dimension, such as City, you can see where the traffic is coming from.
Another way to do an in-depth analysis in Google Analytics is to use segments. A segment is a subset of data that shares common characteristics. For example, a segment could be users from a particular geographic location from a full group of users. Another segment could be users visiting a specific page on your website.
Google Search Console reports and queries
The integration of Google Analytics and Search Console enables you to analyze and improve the presence of your websites in Google search results from the same platform. With the Google Search Console you can analyze web traffic, find out about the positioning of your pages, analyze performance, measure the conversion rate, detect errors and delete URLs that should not appear in the search.
Improving SEO positioning depends on how much valuable information you can gather and how you use it. Google Analytics is a great resource that every business should implement as the main tool to help them achieve their goals.
Related: Why User Experience Is Important to Quality SEO