Google analytics is a powerful tool for digital marketers to measure performance. One of the key measurement is Organic search or SEO metrics.
In this guide, we will go through seven steps to use Google Analytics to improve SEO and cover some common mistakes to avoid.
Measuring Organic Search
1) Build Your Own Dashboard
Dashboards are the only place to see important performance matrix trends. For example, the simple dashboard below shows three metrics such as sessions, revenue, transactions. These are all standard performance reports. You can create multiple dashboards for different aspects of your SEO program or other people in your organization.
2) Add An Annotation
Annotations are short notes that you can add to your Google Analytics performance in data. You can use them to document traffic growth for a particular marketing campaign so that when you look at the statistics, it’s easier to understand.
3) Save Your Favorite Information
To reduce the time it takes to collect the exact combination of classes, dimensions, and metrics.
4) Create Segments For Page Sets
Measure the purchase of the pages you’ve improved by creating classes. You can then compare this section to the performance of all organic search landing pages. Segments are helpful to compare the performance of different page types such as product descriptions, browsing grids, parent landing pages as well as viewers, channels, devices, search engines, or anything else of interest to you.
5) Use Regular Feedback
To identify data patterns in search fields, which are primarily Google’s analytics filters. Using constant feedback in filters enables one to be precise in targeting a set of pages.
6) Create Custom Reports
Generates shortcodes for accessing secure information. You can put filters and classes inside the saved report, but still, display the same matrix in the same order. Custom reports allow you to break the default shells and set your desired dimensions and measurements within limits.
7) Import Google Keyword Data
A report is good as the data behind it. Organic search keyword data has not been available for years, as most queries remove citations for safe search. However, you can provide Google Analytics performance with as much keyword data as possible by connecting to Google Search Console. This data includes ranking position, impressions, and Google’s landing page. You will know how searchers view your organic listings and which pages they visit next.
Setting historical boundaries, filtering, and exporting data to Google Analytics is much easier than the local search console interface. Also, you can save your own Google Analytics reports for easy access.