Tarun Gupta

Key SEO Insights From Google Analytics Brands Should Consider

Tarun Gupta | May 27th, 2021 | Search Engine Optimization

Google Analytics has always been a great source of insight for search marketers. The tool can help you fetch massive SEO insights. You can use these insights to identify performance issues and find optimization opportunities.

To get the best out of Google Analytics configure it properly. It can allow marketers to understand their website audience better. With Google Analytics you can unearth a massive amount of quantifiable data. You can use this data to establish campaign benchmarks and create a marketing strategy.

Read on the following Google Analytics Insights that can help you to speed up your SEO efforts.

Custom Segments

For search marketers, Custom segments have always been a key feature. The feature helped marketers to measure SEO insights using different key performance indicators. The feature enables us to discover several insights including organic traffic by channel, visitors who completed goals, demographic details, and much more.

You can create custom segments using several indicators including visitor’s time on site, their visits to specific pages, visitors from a specific location, and more. Custom segments help you to ascertain more about your website visitors and their engagement patterns.

Mobile Traffic

How a website is performing on mobile devices and what is the amount of traffic it is receiving are two important indicators altogether. When it comes to mobile traffic, monitoring isn’t enough. Instead, focus on how your mobile visitors are engaging.

Using Google Analytics you can asses your mobile traffic in multiple ways. Create a mobile segment to see the number of mobile conversions at the individual page level. You should also vigilantly watch for mobile bounce rates. It will help you understand the problem with the individual pages.

You can also run a comparison between mobile and desktop bounce rate metrics. It provides an insight into the user experiences both mobile and desktop websites offer.

Site Search Metrics

It’s always rewarding if you know who your visitors are and what they are looking for on your website. It will help you learn a lot about site visitors and their search patterns. To get most of your site, place a search bar on top of your site and keep testing if it’s properly working. The search term that the user enters can give you major content ideas that you can include in your next content planning for your website.

For example, if your website doesn’t have enough content on the topics frequently searched, it’s always recommended that you feature that content on your website. It’s equally beneficial for both users and the website.

Bounce Rate

The bounce rate indicates the percentage of people who leave after viewing only one page. All bounce rates don’t indicate poor site experience. Rather, they present a situation which site visitors didn’t find what they were searching for on the website.

For instance, a visitor lands on your page after searching for a long-tail ranking keyword. However, the content he found on your website doesn’t answer the query he searched so leaves the site. Bounce also occurs in case a page takes time to load and the visitor is not willing to wait. Page speed, website design, and poor UI/UX are also usually culprits for a high bounce rate.

Top Performing Pages

Evaluating individual page performance and associated conversion can provide an enormous amount of insight into how pages are doing and what improvements are needed. Go through the individual pages to find if some of them are negatively impacted in terms of ranking and traffic.

If you notice some decline in traffic and ranking on a specific page. the issue is most likely exclusive to that one page. But if the drop is seen across several pages it may be indicative of more technical issues with the website.

Underperforming pages

Website pages may see a drop in organic traffic and search visibility over time. Use Google Analytics to find pages that saw the major drop and those that gained due to a possible algorithm update. Discover the pages that receive a good amount of clicks but have a very low click-through rate. It is a signal that a comprehensive content refresh is needed.

Multi-Channel Conversion Paths

You can’t rely on conversion data alone to find the actual conversion path. The reason may be that users may go through multiple touchpoints to reach a particular conversion point. Sometimes a user finds your website through organic search. The same user can return later by clicking over from a social media platform.

You can see the actual conversion path using the Multi-Channel Funnels. The data helps to ascertain how SEO, PPC, and other marketing efforts can boost the digital marketing mix.

Comparing Traffic Sources

Analyzing the multi-channel conversion path can give marketers a perfect understanding of how the different marketing channels can be tied together for better conversion. Marketers will need to compare traffic sources and conversion per geographic location. it will help marketers make decisions to capitalize on resources by traffic source and market.

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