Learn SEO and Keyword Strategy. SEO in Google Analytics. Obviously, if we’re optimizing our pages and attempting to rank well for certain keywords, we want to make sure that we’re measuring that and seeing results.
Unfortunately, it becomes very difficult because Google does not report organic keywords in our analytics.I’m sure you’ve seen when you’ve opened up your analytics panel the number one keyword is not provided, and here that’s significant. It’s about 95% of our overall traffic to the site.
So how are we supposed to know if our optimization is doing any good? There are a number of things you can do. Though it’s not going to be perfect, it’s a way to be sure that you’re seeing results.
Open up your analytics, go to the Behavior tab, and under Behavior, go to Landing Pages. This will be your landing page report. This is the first place that your visitorswill see a page of your site. That’s the landing page.
Now, what you can do is at the top of the graph, go to Secondary Dimension Source. And what this will do is divide your landing pages by the source of the traffic. We can see here that the number one result was hiking trails, but all of those visitors came from Pinterest. However, our second source of visitors was from Google, going to that same page. So we can start to see where each of our different sources deliver traffic to those pages.
This will give you a sense of how well you are doing in Google, in Pinterest, or other sourcesin delivering that traffic, but especially as we look at Google we can make sure that our landing pages are actively getting visitors to them. Another way that you can double-check this is to look at your landing pages but change the secondary dimension to device. This will let you know that you’re ranking well in mobile results, not just desktop results.
If you are seeing your pages and visitors showing up from a mobile device, that means you’re doing well and getting your rankings and your website through mobile delivery. I also want to look at the amount of landing pages that are showing up in the report. The more landing pages that are in my landing pages report, it means the more coverage I have in the search engine results. It means it’s a wider variety of keywords that I’m ranking for. So the more pages, and especially if I’ve got my blog and article pages showing up the landing pages, it means that people are finding my website through a variety of sources.
I also want to look at my total organic coverage from quarter to quarter or from year to year.Here I’m comparing the first quarter of two subsequent years. And I can see that my organic visitors are improving from year to year in the same quarter. I can compare the amount of visitors, how well those visitors are engaging with the content, and also my overall transaction rate. I also want to look at all of my landing pages and try to tie those together to the keyword concepts.
Maybe I actually go out to Google and see where some of those pages rank to get a sense of how many visitors I’m getting for those pages if I have visibility in the search results. The best thing I can do is comparative metrics, and that is analyzing my traffic by source alongside other sources. In this report I can see that my organic Google traffic is sending the most amount of visitors and it’s responsible for the most amount of revenue.
And I can compare that with other channels, such as other search engines, social media, my blogs, as well as any email campaigns that I’m running. I can also compare my value per session. So in looking at the per session value, what that’s doing is taking the amount of revenue and dividing it by the amount of sessions. Google is worth $1.77 per session. Email is worth $2.59 per session.
That’s because I’m marketing to people who have already bought from me. They’re my existing customers. But I can see where Google is not only sending traffic, they’re not only my number one source of revenue, it’s also a good amount of revenue in comparison with other channels.