One of the most effective tools that you can use to boost SEO is Google Analytics. This vital resource can give you copious amounts of data that are linked to your website and how well it is doing as a whole, in addition to how well your SEO strategy is doing.

One of the main reasons that website owners and SEO consultants swear by Google Analytics is because it can be so useful for discovering areas of your website that need improvement.

With that in mind, the question is how can you use Google Analytics to improve and measure your website’s SEO effectively?

Below we have put together an in-depth guide that will tell you everything that you need to know about utilizing Google Analytics as a key tool for SEO measurement.

What Exactly Can Google Analytics Tell You?

Google Analytics can tell you a lot about your website and can be an incredibly useful indicator of how well things are going, in addition to how much potential your website has for success.

So, what exactly can Google Analytics tell you?

  • The amount of traffic that you receive and where users are viewing your site from, such as which country, and even which region
  • Which pages they visit and how long they spend looking at each page
  • Which buttons get the most clicks and which get the lowest amount of clicks
  • What amount of traffic converts
  • The number of users on mobile devices or desktops
  • What software is used to browse your website

Of course, these are just the basic uses, more advanced users like yourself, can take it a step further and do customer segmentation, organize data experiments, and look deeper into SEO, among other things.

How Can Google Analytics be Used to Track and Improve Your SEO?

The key thing to understand when using Google Analytics is how to utilize it to measure and improve your website’s SEO.

Below are some suggestions for how you can do that. But first one of my favorite videos for some quick wins & tricks:

Track SEO Traffic

To track how successful your website’s SEO is, one of the metrics that need to be monitored is how much traffic you are receiving from search engines, in particular, Google. This can be found in the Acquisition -> All Traffic -> Source/Medium report section as illustrated below.

Google Analytics Source by Medium

And Google is important, because Google accounts for over 74.54% of all global desktop search traffic, followed by Baidu at 10.44% and Bing at 7.92%,  Yahoo at 5.53%.

Search Engine Market Share

This report feature will show a summary of all the sources that brought traffic to your website. To see how much traffic is organic – aka comes from SEO – tick the box next to Organic Traffic and then hit Plot Rows.

Plot Row in GA

Should you want to, you can dig even deeper – from the left menu, select Source/Medium.

Identify Which Pages are the Most Popular

It is also vital to identify which pages are the most popular on your website, as this will give you an idea of what SEO is effective and what is not.

Select Behaviour, then Site Content, and then All Pages. Not only can you see pageviews, but also how long each user spends on your website and what your bounce rate is.

GA Bounce Rate

The lower your bounce rate is, the better, as bounce rate describes the number of people who visited your website and didn’t look at a second page.

To dig deeper, you can click on Landing Pages and see which pages tend to be viewed most when first visiting your website, compared to which pages are the most popular.

You can use this to get an idea of which pages are most popular – you can then ensure that these are visible on your website’s homepage.

Look at Mobile Traffic

A fully responsive website that is designed to be used on desktop devices and mobile ones are crucial because 51.3% of internet users now use their mobile devices to browse rather than desktop devices.

To determine if this is true for your website, you can view the Mobile Traffic Report. This information is useful because it can give you an idea of how to improve your views further.

Mobile Traffic in GA

For instance, if you get more mobile views than desktop views, you can review your mobile pages and boost how fast they load and make sure that they adhere to Google mobile guidelines.

Use Geographic Location

Another tool that you can use to ensure that you are providing the right content is user geographic location.

It’s estimated that 72% of consumers who did a local search visited a store within five miles.

You can use this information to learn more about your visitors and where they are coming from, and then tailor your content more to them using SEO.

For example, a German clothing store found that most of its traffic came from the UK rather than Germany. So it added prices in GBP as well as in German so that it was more appealing to its customers. It’s little things like this that make all of the difference.

Track Keywords Data

To find keywords data go to Acquisition, then Search Console, then Queries. This data will give you an insight into how users search and find your website and pages. It will also tell you the relevancy of your page to those queries.

Wrapping It Up

By tracking your SEO results in Google Analytics, you can gain a vital insight into how to optimize your content to give your SEO a boost. Google Analytics is a crucial tool and one that every business that wants to improve their SEO and track their success, should be using.