how to use google analytics to boost your seo

How to Use Google Analytics to Boost Your SEO

Success metrics, or the benchmarks by which we gauge performance, are critical components in day-to-day business efforts. SEO is no exception. Search engine optimization is, after all, the measurement of a how well a website is found online.

Fortunately, Google, Godfather of online visibility, offers Google Analytics. Google Analytics is free and is an invaluable resource and tool for reporting and gauging the visibility and performance of websites and individual web pages.

But, like any detailed business activity or information, it’s what you do with all that data that will help you improve your business and meet your specific SEO goals. The first step is to identify data metrics and what to look for where. The second step is to know what to do with that information.

In this article, we’ll help you navigate Google Analytics to locate the most useful and important reports for your website’s activity. We’ll also offer tips on what to do with that information once you’ve uncovered it.

Setting Up Google Analytics to Track Your SEO Performance

First things first:

Adjust Analytics Settings

It is important to adjust settings in Google Analytics to “exclude all hits from known bots and spiders” in order to exclude web crawler traffic. Doing so will ensure extraneous and unimportant information, sometimes referred to as “data noise,” is excluded. Other useful settings, which may be self-explanatory, but are worth noting, include personalizing your time zone and adjusting your currency settings.

Now we can have a look around.

Measure Volume

SEO traffic is unpaid traffic. As such, SEO often is also referred to as organic traffic. It’s helpful to know the volume of traffic from Google and other search engines to determine what is and isn’t working. To do so, go to “all traffic,” found under “acquisition” within google analytics. This area will provide detailed summaries of your website’s unpaid or organic traffic.


how to view organic traffic in google analytics

You can also check the “source/ medium” for even more details. We recommend a regular audit of traffic and tracking of sources as doing so will help improve SEO.

7 digital marketing methods to increase organic website traffic

Visitor Activity

It is also important to identify “behaviors,” which refers to the actual pages being visited most frequently on your website. What’s popular with your visitors? Which pages aren’t getting any play at all?

By navigating through “behavior” > “site content” and then “all pages,” you’ll find a report of views that pages are getting by count. You’ll also be able to see the bounce rate for these pages as well as how much time site visitors spend on on your website in general.

how to view visitor behavior in google analytics

From here, you may also want to navigate to “landing pages.” This section provides a summary of which pages are viewed first, the most often. It is important to note that this is not the same as the pages viewed most often. The pages viewed most often are sourced from site visitors that may have visited before. It is, however, incredibly useful to compare those pages with the most views with the pages first viewed more often.


how to view landing page behavior in google analytics
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Revital Agency Hot Tip

The pages your site visitors visit most frequently might also deserve more attention on your homepage. Consider adding attractive buttons or links to your website’s homepage that entice visitors to stick around for a while.


Hot Buttons

When Google Analytics updated their platform last year, they did away with In-Page Analytics, a useful tool which allowed a look at which buttons and links are clicked the most. You could also see what sections of your web pages are viewed immediately just before exiting your website. However, due to its popularity, Google has provided a Chrome extension you can add to your browser.

how to view page analytics with Google Chrome extension

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Measure Bounces

Under ‘bounce rate’ you’ll find a percentage of visitors that did not click through from their first page visited. This group left altogether, and it would help you greatly to find out why.

Navigate to ‘exit pages.” In this section, you will find a summary of pages that were last visited before site visitors exited altogether. If you see a page or two with high exit rates, you’ll need to consider why. Is it the content on those pages? How does the layout differ from your more popular pages?

how to view bounce rate in google analytics
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Revital Agency Hot Tip

Do whatever you can to keep your bounce rate low by featuring links to additional pages with even more valuable information within them.



Location. Location. Location.

The internet is boundless in its ability to reach users across the globe. It is important to monitor where your website visitors are located so you can adjust content to best appeal to them. To do so, go to “audience” > “geo” > and “location.”

how to view traffic based on location in google analytics
revital agency seo tips for digital marketing
Revital Agency Hot Tip

In the event you do find your site is getting play overseas, consider adding international settings that allow users to adjust their settings. For example, if you’ve got a considerable amount of traffic and sell online, you may want to let visitors change the currency of your website to match their home country.


Smartphone and Mobile Users

It’s unusual today to find a site that’s not mobile-responsive. In fact last year, over 80% of top performing websites were built for mobile or smartphone navigation, according to Alexa.com, which provides data on website traffic, statistics and analytics. It would be safe to assume that, in order to perform well, your website ought to accommodate mobile users. But to verify if this overwhelming statistics can be said for your audience, go to “audience” > “mobile” > and “overview.

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Revital Agency Hot Tip

Let’s assume, safely, that many or most of your website visitors do come from mobile devices and smartphones. Please take some time to navigate your website from your own mobile device. Are all of your links, buttons, and calls to action that are designed to keep your site sticky just as user-friendly from a smartphone or mobile device? If not, what a shame! Be sure to adjust accordingly.

You may also click the “devices” report to monitor which mobile devices are being used to navigate your site. Doing so will help you in designing a mobile experience that features your calls to action.


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Traffic Sources

“Assisted conversions,” which may be found under “conversions” > “multi-channel funnels” > “assisted conversions,” will allow you to generate comparisons of traffic sources. For example, did most traffic come from searches, from conversions elsewhere or activity attributed to some offline promotion? In this report, you’ll be able to measure declinations in conversations from search traffic while monitoring other kinds of visits, often referred to as monitoring the “quality” of website traffic.

how to view assisted conversions in google analytics

Page Load Times

Slow and steady does not win the race on the web. Slow loading pages negatively affect the experience of site visitors for obvious reasons. As such, the page loading time has become an important consideration in website analytics. To monitor your page load times, go to “behavior” > “site speed” > “Page timings.”

how to view page load times in google analytics
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Revital Agency Hot Tip

Compare exit percentages page by page with each pages’ percentage of load time. You’ll likely see higher exits from those pages not loading fast enough for your website visitors. Adjust accordingly.



Time to Strategize

So you’ve got a wealth of information about your website now. What are you going to do with it? It’s important that you know the purpose of your site and have identified some goals. Sales of a particular product or sign-ups on a specific email list are both excellent examples of goals. Google Analytics does offer the functionality of goals, but you’ll first need a digital marketing strategy that gets you from page visits and clicks to the finish line of product sales or email newsletter sign-ups. Let us help you with that!

Revital Agency is here to help you define a digital marketing strategy that will help you identify and reach your specific goals. Contact us to get started today!

Angela Diniak

Written by:

As EVP for Revital Agency, Angela wears many hats. She adds creativity and organized intent to digital marketing, and her dedication to pursuing perfection is tireless.

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