Leveraging Google Analytics for SEO Services Insights

SEO (Search Engine Optimization) is the process of improving a web site’s visibility by making it appear higher on search engine result pages. SEO services provide an important service for companies looking to increase their website’s traffic, increase their online sales and increase their visibility. Google has made it increasingly difficult to obtain top search engine result page rankings without using Seo tactics. Many Seo services companies have made it globally to provide Seo services, this makes competition also quite fierce. It is also not an easy task to do since there are many things that need considering when we are trying to increase search engine visibility. This is why it’s important that Seo services are done. Step by step sometimes on-page and off-page optimization can become quite a challenge. On-page optimization involves factors like keyword inclusion, content optimization, internal link building and site mapping etc. At the same time off-page optimization involves factors outside the website, these most commonly include consumer targeting marketing article writing and submission and website backlinks.

What is SEO service?

While it is clear that there are many other important elements to a successful SEO campaign, we provide SEO services for these elemental tasks. This is to provide businesses and individuals without the option to commit large resources to the complex and often lengthy process that is search engine optimization. This is also suitable for businesses seeking immediate improvements on already search engine optimized areas within a site.

– Keyword Research – Analysis of the types of words and phrases that bring in the most traffic. Identifying the best words to target in the first phase of an SEO campaign. – Identification and Analysis of Targeted Pages – In the case of a new website or a site undergoing a redesign, identification is crucial. This involves a complete analysis of the site and the construction of a list of all the pages within the site. We will examine how each page has been constructed and how it can be more search engine friendly, providing detailed suggestions as we go. In determining the best approach to targeting, consideration will be given to time and available resources. – SEO Copywriting – Content is, in fact, king. We recognize and firmly believe that quality targeted content is essential to the success of any SEO campaign. There is little point in directing traffic to a site and failing to provide what the visitor is seeking. Step one in this process is defining the audience. From here, we can create the right theme and tone for the copy. This will then allow us to create a list of targeted keywords and phrases to pitch the content around. – SEO copywriting services will involve creating copy to fit the existing content while making it more search engine friendly, rewriting existing copy to be more search engine friendly, or writing new copy. We provide copywriting guidelines each step of the way to ensure our copy is on track. – Meta-data Alterations – In order to make a site more search engine friendly, it is necessary to alter the metadata of each page. This is an important and often overlooked element of an SEO campaign. This will involve altering the Title, Description, and Keyword meta-tags to create a relevant snapshot of what the page contains and to make the page more accessible.

Search engine optimisation (SEO) is the process of improving the volume and quality of traffic to a website from search engines via “natural” (“organic” or “algorithmic”) search results. Specific SEO services include:

Why are SEO services important?

Search engine optimization services are important for numerous reasons and it is also mandatory to require them on websites since they help enhance the ranking position of your website. This has been proved by multiple businesses of all kinds throughout the world. Whether the site is an e-commerce portal to sell a diverse range of products, or it’s a site of a service provider, be it medical services, engineering services, or any kind of professional service, SEO helps enhance the visibility of the website and also increase user traffic. One of the major reasons to employ SEO services is because the competition is heavy. There are countless websites for a specific category of business. So the chances of your site being noticed are very slim without employing SEO services. SEO is an ongoing process and involves constant working. One should organize the website and revise it to adopt various changes in search engine strategies and algorithms. SEO is not a one-time job. It’s an ongoing process because the rules that are set by the search engines need to be followed up. Usually, there could be a change in the rank positions of the websites due to changes in rules. The best results from SEO would be achieved only by ensuring that your site obtains and maintains the desired effective status in the specific category of search. This is more vital for websites with dynamic content, for example, a CMS site. If they are not maintained at the top rankings, it would be a waste of money for the site owner.

Understanding Google Analytics

While it’s a very feature-rich tool, we’ll look at it strictly from an SEO standpoint. That said, many of the techniques we’ll cover would also be useful in gauging and increasing the ROI of online advertising campaigns. In this post, we’ll start off with an overview of Google Analytics.

Overview of Google Analytics

The guests studies in Google Analytics present a variety of details about the individuals who go to the web site. They are often damaged down into 2 lessons: distinctive friends and returning visitors. Distinctive visitors signifies the variety of individuals that visited the positioning all through a positive time interval. Each of these guests is simply counted as quickly as, whatever the number of events they might have visited the location. A returning visitor is somebody who has visited the positioning on a few event all through the required time interval. This unit of measure aids the patron in evaluating repeat guests with new guests to see how environment friendly they’re at retaining friends. Further down the guests research are moreover statistics regarding buyer loyalty and depth of go to. Buyer loyalty charges the variety of events repeated friends visited the placement all through the time interval. Depth of go to is the approximate variety of pageviews per go to.

Awareness of what Google evaluation is and the way it really works is step one to creating use of this very important software in diagnosing web site guests. Google Analytics is a free on-line service which compiles statistics about web page guests and the way they interact with an internet site. Guests to a web site generally come from someplace (referred to as a referral), and click on on a hyperlink to go to a web page. They then could load one other web page, or go away the positioning. Google Analytics tracks this exercise and locations it into 4 broad classes: guests, site visitors sources, content material, and objectives, displaying this data to the person in a simple to learn graphical interface.

Key metrics in Google Analytics

Reports and toolbar are very crucial for search engine optimization. Google Analytics provides information about the visitors, the keywords that led to the website, and techniques that can enhance the traffic. The reports provided in Google Analytics can be used to measure the success of the website. It provides detailed analysis about the visitors and their location. It provides the statistics according to the time they visited the website, their browser, language, and any other details. This will enable us to understand our visitors in a better way. The keywords used by the visitors to reach the website are displayed in a report that also shows the keywords that brought maximum traffic to the website. This is very important for the website as it will tell the website owner about the successful keywords and about the keywords with low performance. This will enable the owner to promote the successful keywords and work more on the keywords with low performance. This report also includes information about which keywords brought the conversion and which did not. The visitors can be tracked to the source from where they arrived at the website. This information is very useful to understand the visitors’ behavior and to concentrate the promotion techniques on successful visitors. This can be done by segmenting various variables. The return on investment can be measured by setting a value for the goals and the goals can be monitored through a goal report available. E-commerce tracking can also be used to track the sales performance. This will help the marketing executives to understand the market trends and actual customers in a better way. The position and quality of the website can be monitored by the website performance reports. Various testing can be done to understand its impact on the website. A comparison can be made with the previous data. If the application of any technique does not have positive results, then it can be easily reverted. Google Analytics is indeed a powerful tool for SEO with a simple and user-friendly interface.

How to set up Google Analytics for SEO services

Create an account with Google Analytics. The first thing you need to do is to create a Google Analytics account. If you already have a Google account, this is as simple as going to the Google Analytics website and clicking the ‘Sign up’ button. You will then be asked to log in with your Google account and confirm that you want to use Analytics. You will then be presented with a form to fill in details about your website. After you have completed the form, you will be given a Tracking ID and a piece of tracking code. This is what you will be using to start tracking data on your website. The tracking code should be placed on each page of your website or put in an include so that it appears on each page. This allows the JavaScript code to gather data to be sent back to Google Analytics. Using the code will start to track different information about your visitors and traffic on the website.

Leveraging Google Analytics for SEO Services Insights

Note, the goal of this paper is not to show you how to check your Google Analytics, but how you would use this to find actionable insights that are meaningful for an SEO campaign. First thing you will want to do is filter out the non-organic visits. This can be done by clicking on the ‘advanced segments’ link and creating a new filter. Make this filter show ‘organic’ search results. Once you have this new filter applied to the ‘visits’ link… voila! You will only have organic search results coming up in your analytics, which is perfect for what we are wanting to measure. In the beginning, you might only want to view data from the past month. For example’s sake in this paper, we will be using a site that sells boxing gear and are looking to see how changes in the search algorithm for a term we were targeting have affected us. The term we were targeting is ‘boxing gloves’, and we have a category already set up in Google Analytics as ‘boxing gloves’.

Analyzing organic search traffic

The next area to focus on is the Keywords report, found under “Traffic Sources” -> “Sources” -> “Search” -> “Keywords”. If you are finding that much of the data in this report is classified as “not provided”, then it may be useful to try and data-mine this information using Webmaster Tools, since Webmaster Tools provides a much more comprehensive range of search queries which have led to impressions and clicks of your webpages. Clicking on a given keyword in the table will allow you to see the performance of different landing pages for that keyword, and comparison data is also available for referring search engines. Analysis of keyword performance can also be cross-referenced with data from the “Landing Pages” report to help you identify which landing pages are successful at attracting organic search traffic for given keywords.

In the context of doing SEO and analyzing organic search traffic, the most obvious place to start in Google Analytics is the “Traffic Sources” -> “Sources” -> “Search” -> “Organic” report. This report will show you which keywords searchers used in a search engine to find your website. This report defaults to showing you the data for the last month, and with recent changes to the way Google Analytics reports keyword data, you may find that much of the keyword data is now classified as “not provided”. Nevertheless, this report is still useful for showing you which landing pages searchers are being directed to from search engine results pages, and which search engines are referring searchers to your website. Clicking on a given search engine in the table will allow you to drill down and compare data from different search engines. This is especially useful for comparing Google organic search traffic with Yahoo or Bing organic search traffic, since the search behaviour of users can often be quite different between different search engines. Comparing data from different search engines can also help identify cases where a spam bot has been sending traffic to your website, since such traffic may skew data from a specific search engine.

Google Analytics has a wealth of analysis tools which can be used to help gain insight into search engine optimization. In this post, I’ll look at how you can use Google Analytics to help analyze organic search traffic.

Tracking keyword performance

Keywords are the competitive units of every SEO campaign. They have two functions: to first attract searchers to your website and second to inform the search engines that your website is relevant to the search query. This, however, should not be over-emphasized. Overuse of keywords or “keyword spamming” is liable to lead to your site being penalized by search engines. This can have a severe impact on your SEO, reducing the amount of search traffic your website receives. Deciding what keywords to target can be a difficult task. At the heart of it, you should be aiming to get as much relevant traffic to your site as possible. Relevancy is the keyword here. You want traffic to your site from users who are interested in your content and who will be potential customers. Selecting the right topic and the right keywords is vital in the early stages of SEO, with the wrong topic or misleading keywords a page may never see its full potential.

Identifying top-performing landing pages

In its very simplest form, a “landing page” is the page a user arrives at on your website after clicking on a link. He or she “lands” on that page. The term is a bit misleading, however, because virtually any page on a website has the potential to be a “landing” page – if it is the starting point of a visit. An effective search engine optimization campaign may direct a user to a number of different pages on your site – the home page, a product page, or a landing page optimized for specific keywords. With Google Analytics, you can identify which landing pages are the most effective at driving conversions and those that are not. The most important metric for determining a landing page’s performance is its “conversion rate,” which can be calculated as (goal conversions + transactions) / total visits. A page with a high conversion rate is effective at converting visitors to its intended outcome. E-commerce sites often use the term “transaction” to denote a purchase or completed activity on their site. This page can be altered by using a simple filter to display transactions as the desired goal completions.

Monitoring user behavior on the website

The search he can see that the bounce rate of 66% is higher than desirable, indicating that users are not finding what they are looking for when they reach the site. By then drilling down into the pages report, he can identify that the majority of entrances to the site are at blog posts and not the landing page. This is not desirable and suggests that the landing page may not be deemed relevant to the searched keyword. Time and again, we see how deeper sets of data in Google Analytics provide the ability to diagnose a problem.

This would be evident from the visit metric in the top right of the Google Analytics interface. However, this just provides the quantity of visits to the site, not the quality. The quality of the visits can be understood from looking at bounce rate, time on site, and pages per visit.

By establishing what the audience does when they arrive at your website, it is possible to understand if they are meeting their goals. Once again, we can see a pattern of improvement with the quality of data. In the past, a site owner may just set up “we’re here so let’s see how many people are coming to the site.”

Measuring the effectiveness of SEO campaigns

  1. In-context revenue analysis Unless you have ecommerce tracking enabled, this step may not be possible. If you do have a transactional website, it’s likely that a certain percentage of the money generated from an organic visit can be tied back to the SEO work that was done. An increase in search engine traffic is a clear behavioral signal that the extra traffic is the result of the SEO initiated. By using revenue data in the content reports, you can compare the increase of organic traffic into a specific URL and the increase in revenue that came from said page.

The SEO KPI Establishing a clear Key Performance Indicator is essential in measuring the success of an SEO campaign. By having a KPI mapped out before you start, you have the ability to plan your work to achieve the desired results. KPIs can be tied to specific revenue outcomes, or more simple KPIs aiming to achieve a certain increase of an important metric.

So far, we’ve mostly looked at understanding how SEO is benefiting visibility, branding, and traffic generally, for a website without tying it back to revenue. This is fine if your website is purely informational, or if you are testing SEO to understand the potential for a given project. It becomes more important to connect the dots when you are working with a business or using SEO to target a customer base with the intent to sell. Here are a couple of ways to understand the return on your SEO investment.

4. Case Study: Sotavento Medios

How Sotavento Medios utilizes Google Analytics for SEO service? Sotavento Medios initially began using Google Analytics (GA) to better track the behavior of visitor traffic on client sites so that they could use this insight to improve the results of their ongoing link building and website promotion services. It has also regularly made use of Google Webmaster tools to monitor search result clicks and visitor traffic from search terms. Sotavento does not have a GA expert per se and initially learned to use the tool through on-the-job training of various employees and tutorials found on the web. One current employee learned so much from GA that he eventually obtained professional qualification as a web analyst through Google’s web analytics partnership with the University of British Columbia.

Sotavento Medios is a digital marketing agency in Singapore. It started with website promotion services and link building services, mainly focused on clients who needed to improve their search rankings. This initial focus was later supplemented with an emphasis on search optimized web design and redesign services after.

How Sotavento Medios utilizes Google Analytics for SEO services

They have been utilizing Google Analytics tool to monitor their client’s SEO improvements. One of the strongest features of Google Analytics is its ability to drill deep into user’s behavior trends. Using this tool, they created a tracking code for each client so that they could observe a variety of trends such as where their visitors are coming from, what are the converting keywords, what referring source is providing the best return on investment, are they viewing key pages within the intended path and how long they remain on the site. With this data, they created benchmarks for their clients and based performance appraisals on the difference in trends before and after SEO as opposed to random traffic fluctuations. Being an SEO company, a big concern among clients is if the work being performed is actually making a difference in search engine traffic. At times it can be difficult to directly relate traffic increases to changes as a result of general search engine algorithm movements. The ability to compare two date ranges in most reports as well as the addition of a ‘compare to past period’ option in the date drop-down box has made it much easier to show clients the fruits of SEO labor. The Sotavento team loves showing clients the Visitor the Map overlay report on the date of SEO implementation and comparing it to the current date range to display the changes in traffic from various countries. High traffic changes from specific countries have even led to the creation of country-specific landing pages.

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