Google Analytics for search engine optimisation

For analysing the user flow and pain points.

Posted by Adam Leal on May 05, 2019 · 23 mins read

I’ve written uncounted articles concerning SEO over the past years.

In fact, if you explore for “SEO tactics” on Google, you’ll endure four million results.

Almost 3 out of each four searches begin on Google.

And the initial 5 results that show informed Google get sixty seven of all clicks.

So you'll see why SEO is such a vital topic.

Thankfully, you don’t ought to study the topic for years before you'll shine at SEO.

I’m about to show you four fast wins you'll simply deliver the goods to spice up your SEO.

These won’t take you weeks or months of trial and error. you'll uncover these wins in Google Analytics in but half-hour.

But first, let’s confirm that you’ve found out your Google Analytics properly.

Make sure you've got the fundamentals of Google Analytics down. Google Analytics has no shortage of reports, tools, and data.

At times, it in all probability sounds like there’s an excessive amount of it.

There square measure times once all of this knowledge will be downright deceptive.

Fortunately, I won’t worry concerning taking you into the advanced settings of Google Analytics at once.

Today, it’s all concerning finding those fast wins.

I’m about to offer you the vital 2 hundredth of the work you'll do to spice up eightieth of your results.

However, to induce those fast wins, we tend to initial ought to confirm that you’ve taken care of your Google Analytics and Google Search Console basic setup.

If you don’t have a GA account in any respect, you'll explore a beginner’s orientate a way to set it up.

Step 1: Check your XML Sitemap.

You should have your websitemap registered with Google Search Console to assist Google properly analyze your site.

If you utilize WordPress, you'll merely transfer the Google XML Sitemap plugin.

You need to create certain that Google is reading it properly which you don’t have any errors.

Indexing errors can skew your Analytics report and create it tougher for you to capture fast wins.

Next, you would like to seek out out if Google is really victimization your sitemap.

Step 2: Confirm Google is creep your website.

First, you would like to log into your Search Console and click on the location you would like Google to crawl. Then, click “Fetch as Google” within the “Crawl” section.

You can then enter the trail to the page within the text box.

Select either “desktop” or “mobile” from the drop-down list and click on “Fetch.” you ought to check for each desktop and mobile.

Once it finishes testing, you'll request assortment.

This helps you create certain that Google is creep it. you'll additionally raise Google to crawl all of its direct links.

Additionally, you ought to use Google’s robots.txt Tester tool to check if you’ve properly found out your robots.txt file for all of the pages you would like Googlebot to crawl (or not crawl).

You can even send your own crawler to your website to ascertain it out.

And there square measure tools like Screaming Frog which will check for you to create certain that Google’s bots won’t run into any errors.

Step 3: Check your assortment.

You can check your assortment in 2 ways.

Your initial choice is solely to travel to Google and sort “site:yourdomain.com.”

This will instantly tell you ways several pages Google thinks your website has.

The second methodology is to travel back to your Search Console and choose “Index standing.”

This will additionally show you the quantity of pages Google has indexed. (The variety you see here ought to match the quantity you bought from making an attempt the primary methodology.)

If Google is showing fewer pages than you really have, it implies that Google hasn’t nevertheless indexed a number of your content and you won’t be able to get any Analytics knowledge on that.

If, on the opposite hand, Google is showing a lot of pages than you really have, it suggests that you simply may need a reproduction content drawback.

You can use Screaming Frog or a tool like Copyscape to spot any duplicate content that Google believes you've got.

Now that you simply apprehend that Google is capturing your knowledge properly, there’s an additional piece you ought to found out to maximise your Google Analytics knowledge.

Step 4: Produce some goals.

Google defines goals as measurements for a way typically folks square measure taking the actions you would like them to require.

Setting up goals permits you to live GA knowledge aboard the precise outcomes that square measure necessary to you.

To get to the goals section, click the admin tab within Google Analytics.

Then, within the column furthest to the proper, choose “Goals.”

Click the “+New Goal” button.

Now, you'll either choose one amongst their templates to begin from or select the “custom” button at all-time low.

I’ll walk you thru a guide for currently, however Google offers more information on putting in place custom goals if you’re interested.

Let’s select the “Make a payment” guide as associate example.

Select that choice and click on “Continue.”

From here, you'll name your goal and provides it a sort.

I’ll select “Destination” and click on “Continue.”

Now, enter your checkout confirmation page URL into the bar and keep the “Equals to” choice.

You can leave the “Value” choice off however flip the “Funnel” choice on if you would like your goal to trace a selected journey to conversion.

For example, let’s say you simply need to trace consumers World Health Organization go from your homepage to a product page, then from the merchandise page to a checkout page, and eventually visit a confirmation page.

Be careful once you slim down funnels, though.

Your funnels can create it in order that solely consumers World Health Organization follow those actual steps can count toward this goal.

After you end this section, click “Save.”

Now that you simply have your goals ready up, let’s check up on some fast ways in which you'll boost your SEO.

1. realize your best content

There will be some items of content on your website that naturally rank and convert higher than others.

Using GA, you'll quickly realize that pages square measure performing arts well in order that you'll take advantage of them.

Let’s begin by observing however you'll realize your content that’s changing the simplest.

There square measure 2 ways that to travel concerning this.

First, you'll check up on your attribution path to conversion.

Google offers variety of attribution models in order that you'll see wherever your customers came from before changing.

You have to stay in mind that GA’s default is “last bit attribution,” that tends to lie.

If you’re about to use attribution models to spot changing content, then confirm you’re tuned in to the buyer’s journey.

As you'll see, it’s rare that just one touchpoint is alone answerable for conversion. consumers generally bear multiple stages.

With the buyer’s journey in mind, you'll use the attribution model which will assist you best interpret your knowledge.

The second thanks to realize your best-converting content is by wanting up your Reverse Goal Path.

Log into GA and appearance beneath conversions within the left-hand menu.

You’ll see a “Goals” drop-down, and beneath that, you’ll see “Reverse Goal Path.”

Simply choose the goal you would like to trace. On the right-hand aspect, you’ll see the previous steps that happened right before somebody reborn.

It ought to seem like this:

Your confirmation or “Thank You” page is on the left.

Next to it, you’ll see your purchase page or opt-in page.

Then, to the proper of that, you’ll see the pages that brought your traffic to create the acquisition.

These can typically be landing pages. However, you'll additionally see different pages or posts on your website that have robust calls-to-action.

You want to concentrate on funneling folks to the pages within the right-hand column once they’re within the “ready to buy” portion of the sales funnel.

Now that you simply apprehend that this content helps conversions, you would like to market it to spice up the traffic to those pages.

You can additionally produce a lot of internal links back to those pages to assist direct your website guests to it content.

This is an excellent approach to assist you increase your conversions. however your best-converting content might not be your best-ranking content.

Here’s however you'll quickly realize your top-level content.

In the GA left-hand menu, choose “Acquisition,” then “Search Console,” and eventually “Queries.”

This will show you all of the keywords that pages on your web site presently rank for on Google.

You can see that pages correspond to that question or keyword and that page they presently rank on.

You should determine any pages revelation on page one and note that keywords they're ranking for.

This allows you to try and do 2 things.

If the keywords and content complement one amongst your top-converting pages, confirm you give a link and a CTA on the superior page to assist draw folks over to convert.

Add a lot of internal links to your superior pages to and from different content to assist boost its rankings.

2. treatment your lower ranking content

The method I showed you on top of can assist you determine your best content. Now, here’s some sensible news:

You can use this same methodology to assist you discover your best content, too.

Why would you would like to try and do this?

Because change and up your recent content to spice up its rankings will be a fast thanks to improve your SEO.

Unbounce stopped business enterprise for 2 weeks so as to travel back and update their recent content.

Their efforts paid off with 275% a lot of conversions from their seventeen highest-traffic posts.

But, if you've got heaps of content, however does one decide that posts to focus on?

That’s wherever Google Analytics comes in.

It will assist you realize your content with the simplest potential to perform significantly higher with a comparatively touch of labor.

You want to stay in mind that there’s a large distinction between page one and page 2 of the SERPs.

At the start of this post, I shared with you that the primary 5 results get sixty seven of all clicks.

On the opposite hand, if you finish informed the second page of Google, you’re about to get but 6 June 1944 of clicks.

So, what will this mean?

It implies that the foremost worthy content to concentrate on is stuff that’s close to the highest of page 2. If you'll push it onto the primary page, you'll expect to check a giant jump in traffic from it.

To pinpoint that content, return to your question page in GA.

Then, click on the “advanced” choice and set the “Average Position” to “Greater than ten.”

Save the results, and you’ll see all of your content that’s presently hanging out on the far side page one.

Now, if you've got heaps of content sitting on page 2, slim it all the way down to those with the foremost impressions.

You can additionally pinpoint all of the potential long-tail search queries that may be causing traffic to constant page.

Now, what does one do concerning it?

First, refer back to the last strategy. If you've got superior content that naturally enhances content on page 2, then confirm you link the 2 items of content along.

You should additionally refresh the content and follow the proper steps to optimize it, such as:

Make sure that you’ve optimized all of your content for mobile

Gain quality external backlinks

Boost engagement with social shares and comments

Improve your visuals

Make sure you’re targeting the top-level factors:

If this appearance overwhelming, don’t worry. simply concentrate on the fundamental, fast wins for SEO.

After all, you’re already on page 2, not page 10. which means that you’re on the proper track.

Just do a touch further to induce your content out of the burial ground.

3. scale back abandonment on high-traffic pages

Site-wide bounce rates square measure too broad to produce any use. They’re merely self-importance metrics.

Bounce rate can vary per industries, geographies, user demographics, devise usage, and plenty of different factors.

Bounce rates for blogs tend to be over for e-commerce pages.

So, however does one make out what’s inflicting abandonment?

Well, you initially need to concentrate on fixing the pages with the foremost traffic since they’ll have the largest impact.

Start by pinpointing your superior pages that square measure transfer in legion search traffic.

Then {we can|we will|we square measure able to} determine that of these valuable pages are failing to convert your guests into your customers.

You can try this by wanting in your GA account.

In the left-hand menu, beneath “Behavior,” click on “Site Content” so “All Pages.”

If you only need to appear at landing pages, you'll try this too. however at once, we’re about to persist with all pages.

Once you’re in there, click on the “advanced” choice.

Now confirm that your primary dimension is “Source” so select sources containing “Google / organic.”

This can create it in order that your results will solely show the top-performing pages you've got coming back directly from organic Google search results.

It excludes all paid campaigns and any results that are becoming huge traffic thanks to social media efforts or different advertising efforts.

Now, once your results populate, you would like to type them in order that the very best traffic pages square measure at the highest.

Remember: these square measure the largest and fastest wins, therefore they’re wherever we would like to focus our attention initial.

In the columns furthest to the proper, you'll see the “Bounce rate” and therefore the “% Exit” for every of your highest traffic pages.

The average bounce rate is simply over fifty eight.

If you’re seeing higher rates, don’t panic simply nevertheless.

Remember that heaps of things will impact bounce rate. the typical varies across business sort and trade.

If you’re a blogging consultant website, you ought to expect a bounce rate that’s over the typical.

On the opposite hand, a money services e-commerce website ought to have a lower-than-average rate.

Rather than worry an excessive amount of concerning your actual variety, simply concentrate on your highest rates.

Particularly, concentrate on pages that have each a high bounce rate and a high exit p.c.

Those 2 metrics combined square measure a decent signal that your page isn’t doing an excellent job of matching searcher intent.

Check the plain issues first:

Is your content outdated?

Is it straightforward to scan with legion relevant visuals and white space?

Have you optimized it for mobile?

How long will the page want load?

Is the page too transient to sufficiently answer the topic?

Also, contemplate the keywords your page is ranking for.

Do any of them have a double meaning?

If your page is ranking for a keyword which will mean over one factor, this might produce a high bounce rate.

If this can be the case, confirm your meta tag is incredibly clear concerning what your content is concerning.

There square measure legion ways in which you'll use GA to slice and dice your bounce rate more to higher perceive what's inflicting it.

However, another fast methodology is to try and do some testing to check specifically why folks square measure deed these high traffic pages.

You can begin by employing a heatmap.

Heatmaps like those from Crazy Egg, enable you to check wherever guests square measure clicking on your website.

You can additionally use them to check that content your guests have scrolled through.

These will assist you pinpoint what folks square measure taking note to and that content they touched right before they bounced.

Another way to lower your bounce rate is by A/B testing.

You can use A/B checks associated an A/B test calculator to assist you determine that changes square measure serving to to decrease bounces.

Some belongings you might want to A/B check include:

Color of your CTA buttons

Position of your CTA buttons

Images

Headlines

Subheadings

Phrases on your navigation bar

Number of type fields needed

Length of product trials

Time-sensitive bonus offers

4. Pinpoint and improve your mobile conversions

Google currently uses mobile-first assortment.

Mobile is obtaining the priority on SERPs.

There’s no real surprise to the present since the utilization of mobile is continuous to grow.

Check out device usage on a daily work day:

Tablets and phones square measure dominating the standard “out-of-office” hours.

But check up on this regarding analysis from Monetate.

Smartphones square measure answerable for over fifty one of web site visits.

But their conversion rate is a smaller amount than half the speed for desktop users.

Most of your website guests square measure mobile, however they’re but [*fr1] as doubtless to convert as your desktop users.

So, what are you able to do concerning it, and the way will GA quickly help?

First, log into your GA account and appearance beneath the “Audience” section within the left-hand sidebar for mobile.

Expand it and choose “Overview.”

This will offer you some info on however your website is functioning on mobile devices.

On the way right-hand aspect, you'll choose a goal completion for GA displayed next to your mobile performance breakdown.

Then, you'll see the distinction in conversion rate and total goal completions throughout that amount.

Now you'll clearly see if there’s a quantitative distinction in however your mobile {site|website|web website} performs versus your desktop site.

Chances square measure, supported the study on top of, you may see it changing less. On average, it'll convert around a pair of less if you exclude tablets and isolate smartphones.

What are you able to do concerning it?

You need to create certain that you simply optimize all of your content for mobile.

Take a glance at these 2 examples:

Focus on these 10 ways that to enhance your SEO by up the mobile experience:

Use Accelerated Mobile Pages (AMP) markup

Implement schema markup

Choose a responsive net style

Compress pictures

Remove Flash

Use a heatmap on the mobile version of your website to ascertain for variations from desktop

Check out Google’s repository of information for up the mobile expertise

Make sure your mobile website is blazing quick

Tag posts supported mobile searches

Remove pop-ups from your mobile website

For fast wins, concentrate on up the content that Google Analytics tells you is already obtaining mobile traffic.

In explicit, focus your attention on those pages with high bounce rates on mobile devices.

Conclusion

Improving your SEO doesn’t have to be compelled to consume all of your time and energy. however too typically, we tend to create it tougher than it has to be.

We overcomplicate it or worry concerning things outside of our management rather than specializing in what’s unjust.

Focus on these fast and straightforward} Google Analytics tips to pinpoint simple SEO fixes you'll create directly to spice up your performance nowadays.

Optimize your best content.

Try to increase the rankings of page-two content to push it over onto page one.

Focus on decreasing your bounce rate on your high-traffic pages.

Finally, concentrate on mobile traffic and optimisation.

What quick wins have you ever gotten out of Google Analytics?