Introduction

Do you want more people to visit your website, thus improving your revenue? If yes, the method is simple: improve SEO performance and rank your website higher. But the point is, how can you do this? The process can be made more accessible with the help of Google Analytics. It is a powerful and very beneficial tool that lets you know about the traffic and stats of your website, for example, how well your website is performing and what keywords people use to access it. Moreover, insights into the total time spent on the website, the visited pages, and more are also provided by it. In case of any events, goals, or conversions, the tool lets you know the difference from a new SEO strategy. 

However, you must understand its functioning correctly to get maximum benefit from the tool. This article aims to familiarise you with the essential features of Google Analytics, such as the configuration of your account, the stats and reports that must be analysed, and the best practices to boost your traffic organically.

How to Set Up Google Analytics for SEO?

Follow the below-given steps for the setup:

Google Analytics account setup and linking

First, create a Google Analytics account and link it to your website. Some basic information will be asked for before the account starts functioning. Agree to the terms and conditions and paste the received tracking code on every page of your website, thus enabling the tool to collect data from the website.

Measuring SEO performance with Google Analytics

The process of measuring the performance of your SEO is complex. After the account is linked with the website, you can get insights into your goals, segments, and filters. Moreover, custom reports are also provided by the tool. When you want your visitors to do certain things on your website, such as buying something, etc., this is called a goal. The goals can be set up from the tool. Filters are things you want to include or exclude from your reports, such as visits from any specific country, etc. Filters are also set up from the tool’s Admin Section. If you want deep insight into the traffic and want a comparison of mobile and organic users, you must set up the segments. Segments are also set up in the Reports Section. The tool also offers some predefined segments, or you can create your own. When you design a report according to your preferences, it is a custom report. These reports are also created in the Reports Section. 

Optimising your site for SEO with Google Analytics tools

To make your website grow, use the tools available in Google Analytics. These tools include the Search Console, which can help enhance the website’s performance in Google search results. Another beneficial tool is PageSpeed Insights, which can significantly help speed up and improve the website. Lastly, the keyword planner is a tool to find the most suitable keywords to enhance your SEO performance.

How to Use Google Analytics for Personalization?

Personalisation and SEO benefits

In personalisation, the experiences are customised according to the visitors’ tastes. This aspect is essential for the SEO as it increases the website’s audience.

Personalising with Google Analytics data

The tool can be beneficial in the personalisation process. By using this feature, you can show the content in which the audience is more interested. The data shown by Analytics is used to personalise the content. For example, using the visitor’s location, you can show him the content related to his area. Similarly, demographic data can help you show content related to one’s age and gender.

Google Analytics features for personalisation improvement.

The tool has many features to help you improve personalisation, such as audiences, experiments, and remarketing. You would have experienced that when you visit a website, you see the ads related to your interest on the website; this is known as remarketing. This feature makes the visitors revisit your site. Next is the experiment features, that is, to experiment with different designs and content to see the response of the visitors and to see which design and content are more liked by them. The audience’s last feature is used to create the visitors’ segments. This feature can help you to target any group with customised content. 

How to Use Google Analytics for Lead Nurturing?

What is Lead nurturing, and why does it matter for SEO?

When a customer visits your website, you must engage him to buy the product. This process can be done by using the feature of Lead nurturing. This has great significance for SEO as more leads are attracted, the conversion rate is increased, and retention and loyalty of the customers are increased.

How do you segment your leads with Google Analytics data?

The features of Analytics allow you to segment the leads following their journey-buying process. The traffic data can provide you with information about the source of leads, such as emails, social media, or organic search. Landing page data gives information about the products the leads are more interested in. Similarly, the conversion data provides you with information on the completed leads.

How do you move your leads along the sales funnel with Google’s Tool?

The tool can also help you to nurture the leads. The features, such as events, goals, and email campaigns, help you to take the leads to the sales funnel. You can send them email campaigns and events based on the leads’ interests. Similarly, you can use other tools to make the leads engage with your website. 

How to Use Google Analytics for SERP Features?

How do SERP features boost your SEO?

The features that are beyond the “10 blue links” and appear on the results page are called SERP features. These features give more information than the traditional ones and hold great significance for SEO as they enhance visibility, conversions, and traffic. 

How do you analyse your SERP performance with Google Analytics data?

By using the tool, you can improve your SERP performance. Different tool features help analyse how a website performs on SERP features differently. For example, you can look at the query report to analyse which keywords are being used to trigger SERP features for the website. Moreover, organic research reports tell you about the traffic from SERP features, and the data regarding impression reports tells how frequently the website appears on SERP features.

How do you optimise your SERP presence with Google Analytics features?

You can monitor your presence on SERP features by using Analytics. For example, some events may affect your presence, and annotations can be used to mark these events. Alerts can be used to get notified when your performance is affected by SERP features. Custom dashboards are used to have a look at your own goals.

How to Use Google Analytics for Branding Strategies?

How do branding strategies boost your SEO?

The ways by which businesses reach their audience are known as branding strategies. These are vital for businesses as they make them stay above the competition, get organic traffic, and build loyalty.

How do you improve your online brand with Google Analytics data?

Reports, such as brand awareness, affinity, and loyalty, can be used to enhance your brand’s reputation online. Brand awareness reports tell you how many people are looking for your brand online, how many people visit your website and click on the products, and how your brand’s awareness is better or worse than other brands. Similarly, the brand loyalty reports give you insights into the retention of customers, how many customers are returning, and how much time and money they spend on the website. Brand affinity reports tell you about your visitors’ other preferences and interests, what other products or services they are looking for and how much they spend on those products.

How to enhance your brand with Google Analytics features?

To enhance your brand’s engagement and visibility on different platforms, you can use sentiment reports, referral traffic reports and social media reports. When a person visits your website from the post you have posted on any social media platform, it is shown in social media reports. They also include likes, shares, comments, and clicks your posts have garnered on social media. Referral traffic reports give you insight into the visitors you get from other websites, what those websites feature, and how many websites are linked to your website. As the name suggests, it shows the source of the websites from where the traffic has been driven to your website. Sentiment reports give you details about the feelings of people about your brand and the feedback your services or products have garnered. 

How to Use Google Analytics for Mobile SEO?

How does mobile SEO boost your ranking?

When you optimise your website for the users of tablets and mobile phones, it is known as Mobile SEO optimisation. In this era, when people browse the internet more on mobile phones than on computers or laptops, Mobile SEO has gained vital importance. The websites are ranked on Google per their Mobile SEO. Bearing this in mind, having a fast and responsive mobile website is crucial, as this will increase visibility and conversion rates.

How do you improve your mobile site with Google Analytics data?

For Mobile SEO technology, Analytics is also fundamental as it will show the essential reports to enhance your website ranking. By following the reports, you can make changes in SEO to increase mobile site performance and user experience. For example, the tool shows mobile overview reports in which a comparison is made between your desktop traffic and mobile site traffic. More details are also given to make the site more user-friendly. Then, there are mobile device reports, which give an insight into the devices the visitors use and the site’s behaviour in response. Lastly, mobile speed reports discuss the site’s responsiveness and speed on different networks and devices. 

How do you optimise your site for mobile with Google Analytics features?

Optimising your site for mobile phones is very easy using different reports that provide details. For example, Firebase reports reflect how cloud functions, web apps, and hosting perform for different events, sessions, conversions, and users. Then, AMP reports provide information regarding the positions, impressions and clicks on your site’s mobile pages. Moreover, app analytics are used to have detailed information regarding the performance of your apps, such as the app crashes, the revenue generated from the app and the total installations of the application.

FAQ

Final Analysis

Optimising your website for users and search engines is a complex task that can quickly be done using Analytics. Using this tool is very effective for this purpose. The tool can provide in-depth details of the performance of your website in different domains, such as how people interact with it, how many are being retained, how many clicks the website is getting and several other ways. The tool can also measure the effectiveness of different campaigns and events you have launched on the website. If appropriately used, the tool can allow you to grow the audience and rank higher in Google searches. The tool will also enable you to work on your website’s shortcomings and set achievable achievable goals. Using the tool, you can also track your website’s performance on SERP features, which can make your website visible and accessible.