A wealth of SEO insights can be learnt from analysing Google Analytics.
Analysing data on a regular basis can aid in identifying both performance concerns and improvement opportunities.
Check out six of these high-level, actionable insights for improving your organic strategy.
Keep a tab on Site Search
Is there a search box on your site? If this is the case, you have a huge opportunity to learn about what people want when they come to your site.
You may learn not only what they’re looking for, but also how many people are looking for it.
If a big percentage of your visitors uses the search bar, for example, it’s likely that the site’s main navigation has to be updated to give consumers a better understanding of where they might find what they’re looking for.
It’s also crucial to ensure that the site’s search function is operational. Are results returned that span the entire site when a user searches for a phrase via site search, for example?
Is the user directed to another section of the website if no relevant results are found?
The search phrase that users type into the bar can also provide insight into potential content topics.
For example, if a user often searches for a phrase about which a site has little material and it makes sense for the site to offer that content, it’s possible that adding content about that topic to the website would benefit both you and your visitors.
Alternatively, if a person searches for a product or service more frequently, this may signal that that product or service should be listed more prominently on the homepage or made more easily available overall.
Bounce Rate Can Give You Some Good Pointers
The bounce rate of a website is the percentage of visitors who come to your site but leave after only reading one page.
While high bounce rates don’t always indicate a bad user experience (for example, sites with a lot of recipes), they can indicate that users haven’t found what they were looking for on the site.
Assume you rank highly for a long-tail, specialist phrase, but when visitors arrive at your site, the material does not address their query, and they depart, or “bounce.”
Alternatively, supposing a user visits a website and the page takes longer than usual to load, and the visitor decides not to wait and continues on their way.
A high bounce rate is mainly caused by a website’s page speed performance, design, and bad UI/UX.
Adjust the time frame in Google Analytics and compare your bounce rate from quarter to quarter to see if it has risen or fallen.
For a long time, Google Analytics has had custom segments, which allow you to see traffic by channel, visitors who completed goals, demographic data, and much more.
Time on site, visits to specific pages, visitors who accomplished a goal, visitors from a specified location, and more may all be used to create custom segments.
Segments allow you to understand more about your site’s users and how they interact with it.
The Audience tab of Google Analytics is a useful place to look when deciding on new segments to develop.
If you go to Audience > Interests > Overview, you’ll see a high-level overview of three interest reports:
GO ON TO THE NEXT SECTION TO LEARN MORE ABOUT
3. Other Categories
Return to Audience > Overview to view All Sessions.
Create a new segment by selecting +Add Segment so that we can monitor the behaviour of users in this segment, the most frequent of visitors, compared to the rest of the visitors to the site.
Keep in mind that you will want to set a date range for at least 6 months to a year if possible, to have a good compilation of data.
Monitor Mobile Traffic
However, rather than simply tracking mobile traffic to a website, it’s equally crucial to track mobile visitor engagement.
There are a few things you can do to evaluate this:
At the page level, you can see the number of mobile conversions. Add a mobile segment to accomplish this.
Keep an eye on your mobile bounce rate. Keep an eye out for pages that have a high mobile bounce rate. This might assist you in identifying potential issues with a single page.
Compare mobile and desktop bounce rate numbers. When you do this on the same page, you may get a better understanding of the variations between the mobile and desktop experiences.
Consider the difference between new and returning mobile users. This will give you greater insight into how many people are discovering your content for the first time and who might become a repeat visitor, consumer, or client.
Locate Top performing and Under performing Pages
Understanding the performance of specific pages and the conversions that occurred on each page can provide a wealth of information.
Adjust the time ranges to compare quarter-over-quarter or year-over-year by going to Behaviour > Site Content > Landing Pages.
On each page, keep an eye out for bad patterns. If a single page has witnessed a significant drop in traffic, the problem is most likely limited to that one page.
However, if the drop is negative across numerous pages, it could indicate that there are some additional technical difficulties to address.
Pages don’t always perform well, and over time, they may lose traffic and organic visibility. You may also use Google Analytics to combine conversion statistics with these indicators to discover which pages would benefit the most from a rewrite or other type of upgrade.
Select a specific time period to compare by going to Acquisition > Search Console > Landing Pages.
Navigate to Acquisition > Search Console > Landing Pages, and then select a specific time period to compare.
Try to stick to a minimum 6-month time frame so there is enough historical data to assess.
After that, sort the table by clicks and decide which page you want to look at more closely to examine the results of your search query.
Assume a page receives a good number of clicks but has a low click-through rate (CTR). This could be a sign that it’s time for a change.
“Websites promote you 24/7: No employee will do that.”
“If You Think Math is Hard Try Web Design
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