Google Analytics is a powerful tool, but extracting valuable and useful insights can often feel like pulling teeth—especially for beginners.
Hi, I’m Cally, from the International Institute of Digital Marketing. Here are 3 actionable ways to use Google Analytics to improve SEO.
1. Find low-hanging opportunities to boost traffic
Consider whether a page is about a topic where freshness is a ranking factor. Second, if you see a significant organic traffic change to your homepage, it’s usually down to a fluctuation in the search volume of navigational queries. Maybe you went viral six months ago, and more people were Googling your brand, but then it naturally dropped back to the mean?
2. Find high-converting pages and improve their SEO
The ultimate goal of SEO is usually to drive more sales from organic search. One of the easiest ways to do that is to improve rankings for your most valuable pages.
Hit the “SERP” button and compare your page’s SEO metrics to those that outrank you. Take action to improve your page where it falls short.
3. Improve landing pages that contribute to conversions
People rarely land on websites they’ve never visited before and buy something right away. They go on a journey, often visiting multiple pages on your site in the process.
By default, Google Analytics credits 100% of the conversion to the last landing page the user visited (provided that it was a non-direct click). But the reality is that the person probably wouldn’t have converted if they didn’t read a blog post first. So technically, this page helped assist the conversion.
Improving SEO for these pages will probably lead to an increase in conversions and revenue.
For more information, visit www.iidm.world

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