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SEO analysis with Analytics: how to analyze search engine optimization

SEO analysis with Analytics : improving the SEO strategy thanks to the analysis of Google Analytics data

We can synthetically and generically define SEO as that set of strategies aimed at the sole objective of improving the visibility of a website among the public who uses the search engine. From the point of view of the marketing analyst, the fulcrum of any SEO activity should in short be that of correctly intercepting the demand expressed by the user through online research.

Without data and statistics to analyze, you cannot measure the effectiveness of your strategies, and Google Analytics allows us to study both the traffic within our site and the results obtained, also at a temporal level, so we will be able to compare the performances obtained in the pre-optimization period to those of the post-optimization.

What is the purpose of doing an SEO analysis with Analytics

An SEO analysis allows us to:

  • Know what are the keywords with which users reach our site, to realize if we are moving in the right direction;
  • Check if the search landing pages for those keywords perform well (i.e. Residence time, bounce rate and other interactions with the page and the site);
  • See if there is a correspondence between the keyword and the page that the user visits (sometimes some articles are positioned with unexpected keywords);
  • Check which traffic sources perform best, both in terms of user volume and in terms of conversions and achievement of objectives;
  • Identify the segments of intentionality specific to the site and in general of the market we are dealing with;
  • Demonstrate the economic value of seo throughout the sales funnel.

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Analysis of positioned keywords

Until a few years ago, Google Analytics exposed user search queries, accompanied by all traffic data. Today, due to changes in terms of privacy, this is no longer the case, and for 90% of queries the wording appears: (not provided).

If we cannot analyze the keywords, we can still analyze the landing pages, crossing:

Google Analytics data

The data available on the search console

The data available thanks to some third-party tools dedicated to keyword analysis, such as Semrush or Seozoom

Before any other possible analysis on the organic segment, it is essential to carry out a thorough examination of the landing pages (or landing pages) using the relative report together with the All pages report .

The Landing Pages report provides guidance on the performance of organic search landing pages in terms of:

  • relevance between positioned keywords and user expectations
  • audience response in terms of engagement
  • ability to capture a segment intending to purchase
  • Landing page analysis
  • Associate search console and analytics

To carry out a correct analysis we will have to take into account two aspects:

  • The specific objectives with which we carry out a marketing activity, which are brand awareness, promotion and sales objectives
  • The type of user who enters the e-commerce site using one of the access channels available to him, both from the point of view of brand awareness, and from the point of view of the informational or transactional intentionality that characterizes it.

Know the intent of those who visit our site

An SEO analysis can never be effective if those who carry out it do not constantly remember that the strategic goal of the search engine optimization activity is never to position the largest possible number of keywords in the highest possible position. The goal of SEO, like the rest of any marketing activity, must be to encourage the realization of the business strategies assigned to the acquisition activity through search engines.

This means that the analysis must necessarily verify the engagement and sales metrics globally, and then try to focus on the objectives usually assigned to organic search traffic, namely:

Information : the information and differentiation phase of the business is aimed at bringing to the site an audience still in the phase of discovery and identification of the need. The subsequent phases, on the other hand, enter more deeply into the sales activity.

Consideration : the consideration is closely linked with the subsequent sales activity, since it allows the potential customer to evaluate the quality of the solution presented on the site with respect to the problem or need expressed. Not surprisingly, the methods of accessing the website of users who are in this phase are normally those of product research, with or without intentional purchase markers.

Loyalty : loyalty, or in any case the certain conquest of the customer, is often marked by brand research.

These are three rather different objectives, which gravitate around three different phases of the customer’s life cycle. By analyzing the keywords that bring traffic to the site, weaving data on conversions and engagement (residence time, site exploration, site abandonment rate, etc.), we can understand what the purpose is of the people who come to the site through those words, and understand at what stage most users are.

There are several plans for user intentionality. The task of the Web Analyst is not to confuse them, and to assign to each plan, and therefore to each type of user, the correct KPIs (KPI = Key Performance Indicators) in order to evaluate the overall SEO action along the whole funnel of conversion. If you realize that you do not meet the objectives set for business growth, you will have to change your strategy and invest energy to position different keywords.

How to analyze site performance

In Google Analytics, we find the basic information relating to the performance of organic traffic, also in relation to the other acquisition channels:

  • In the section All traffic → Channels
  • In the section that imports Search Console data

On Analytics, in relation to search traffic (and any other source) we can carry out two types of analysis:

Relationship analysis, in which we verify if the search traffic is well grafted into the marketing complex operated by our company or that of our client;

Channel analysis, in which we see the main intrinsic characteristics of the channel separately from the remaining traffic.

Analyze the Traffic by Channels report:

This report has the utility of:

Provide initial indications on the relative weight of organic traffic compared to other traffic sources;

Help us evaluate overall how the main performance metrics move over time;

Allow verification of the distribution of value in relation to the web traffic acquisition channels.

What the size of the Traffic by Channels report indicates

Sessions : The amount of visits we received over the reporting period

% New Sessions : Ratio of total number of sessions to number of new user sessions

New users : The number of new cookies installed by GA in the period under consideration

Bounce rate : The amount of visits that ended without significant user interaction

Pages / Session : Ratio between the number of hits from pages visited in the period in question and the number of sessions that took place

Average Duration : The theoretical time of the total sessions, divided by the sessions, net of the last pages visited

Conversion rate : Ratio between the number of sessions that end with a Purchase event and the total number of sessions

Transactions : The number of unique Purchase events that occurred on the site in the period and that are identified by a unique TransactionId

Revenue : The gross turnover generated on the website by the complex of Purchase events

Analyze the data in the Behavior report

We can collect other important data from the Behavior report. In particular:

  • The Site Content report allows an examination of user behavior from the point of view of the internal flow on the pages. You can check the most viewed pages, those that make up the entry point to the site and those that make up the exit point;
  • The Site Search report allows you to analyze which are the most searched words within a site. Useful to check the congruence of the navigation flow with respect to the real needs of users;
  • The Site Speed report allows you to check if there are problematic points in the conversion flow from the point of view of the page loading speed, because even a poor navigability of the site can block the success of a good strategy.

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