If you have an online business, you know about Google Analytics and use it to determine how your website is performing in the search engine results pages (SERPs). According to an article published in the Search Engine Journal, you can gain loads of SEO insights through the analysis of Google Analytics. However, study analytics continuously, you not only identify performance gaps but also find SEO opportunities to help your business website rank high in the SERPs. In this article, we will walk through five useful SEO tips you can master using Google Analytics. You can use the actionable insights to take your optimization strategy to the next level. Read on to learn more.
1. Keep track of mobile traffic
You need to keep track of the mobile traffic of your website. Besides, you also need to keep an eye on the engagement level of mobile users. You can take a couple of steps to figure out mobile traffic. These include:
Keep an eye on mobile bounce rates: Look for the pages that have high bounce rates. It will help you to focus on the possible issues associated with a single page.
Focus on mobile conversions: You even need to monitor the mobile conversions for the specific pages. You can do so by including a mobile segment.
Focus on new as well as returning mobile users: It will help gain more information concerning what number of visitors is discovering your content for the very first time, who might be a return visitor or even a client.
Look at desktop and mobile bounce rate metrics: Trying this for a similar page will offer additional insight into the differences between the desktop and mobile experience.
2. Custom segments
As far as custom segments are concerned, they are a major aspect of Google Analytics for some time. They let you view traffic based on channel, demographic data, web visitors who met their goals, and many more.
You can build custom segments from about any aspect of visitor data, which includes the time spent on your site, users completing a goal. User visits to particular web pages, and visitors coming from a particular location.
When you use segments, you can learn more about the visitors on your web pages, how they engage with the site, and things like that. You can learn more about an insightful area while figuring out more segments to build is by the use of the Audience tab of Analytics.
You can delve deeper by moving to Demographics, which is found under the Audience tab to see gender and age-related details. Using such data, you can build a custom segment.
You may even build a new segment by choosing +Add Audience so that you can keep track of user behavior in this section. The common site visitors, in comparison with the rest of the website visitors.
You may like to set a range of data for a minimum of six months to one year to help you get a fair assemblage of information or data.
3. The bounce rate will give your some great ideas
The bounce rate of a website means the percentage of visitors who land on your site. And then abandon your site after seeing only one web page. Though a couple of high bounce rates might not mean a poor user experience all the time. It might show that the visitors did not find the information they wanted to access on your website.
Let us explain this point with the help of a suitable example. For instance, your site ranks better for a long-tail keyword (KW). But when a visitor lands on your site, the content is not relevant to the KW or niche term. It means that the search query fails to answer a visitor’s query and therefore, he or she leaves your site.
High bounce rates also happen due to page load speed, poor user experience, and interface, website design, and things like that.
You need to modify the period in Analytics and analyze the bounce rate every quarter to figure out it has decreased or increased. And If you notice that the site bounce rate has increased considerably. It shows that some components in your website need updating. It is as simple as that.
4. Pay attention to website search
If you have a search tool or bar on your site, it is a great opportunity to determine what your visitors are searching for when they land on your website. You not only what they are looking for but also how many users are searching for information.
Say for instance if the major portion of your web traffic is using the search tool. It indicates that the key site navigation needs improvement to offer visitors more clarity on the location of what they are searching for ultimately.
You also need to run a website test, especially to understand that whether a site search is working right or not. When you learn about the exact search terms or KWs used by the visitors in the search bar.
For instance, if your visitors are searching for a specific product more often. It shows not much content is available related to that product. You need to add more information about the product on the home page of your website.
5. Find out about page performance based on conversions
When you learn about single page performance as well as conversions that occurred on a page. It will provide you with loads of useful insights. You need to monitor the negative trends on every web page. If you find that a specific page has dipped as far as performance is concerned. The problem is related to that page alone. If there are issues across multiple pages, it indicates that you there technical issues on your website.
However, these are some of the things to learn from Google Analytics. Pay attention to these useful SEO insights to improve the performance of your website in the SERPs. You need to realize the full potential of your business website using these insights or tips to build robust optimization strategies.