In this video, Adriaan Brits gives tips and ideas, showing various methods to access SEO performance metrics from within the Google Analytics interface.
- [Instructor] Let's walk through a few practical examples of how to measure SEO metrics in Google Analytics and Webmaster Tools. Starting with ranking, if we're in Webmaster Tools, and once you're here in the search console, look in the left column at search traffic. If you expand that and then select search analytics, it produces a report, and in the first line you need to select position.
And look what happens when we do that. As we scroll down you see a list of the keyword phrases together with the organic click volume and the position that it appears in. Of course for proper rank tracking in relation to various competitors, you would need external tools. But this is a great start and of course it is free to use. Links to your site, whether it's earned or through whatever means, is also analyzed with Webmaster Tools.
Under search traffic in the left still, take a look at links to your site. On the left, under who links most, you can see all of the referring domains. So I would click on more if I'd like to expand that and get a good list of who they are. So if we just click back again in the browser and look on the right, under most linked content, we see pages that they link to. Obviously this is a PR5 website that we're working with here, so the statistics on this site, for example, would be quite significant.
But it would be a lot smaller for personal sites or B2B sites for example. Now to know more than this, for example the anchor text of these links, and the domain authority of people linking to you, of course you would also require premium tools to do that. Great, now we're going to switch over to Google Analytics. And we're looking at organic search traffic. We're measuring this with Analytics by looking here at the left column.
If you look at the audience and then click on overview. Now we'll get a view of the total amount of traffic for a particular time period that we set here on the right hand side. And what we need to do now is to add a segment. So if you look in the top, in the middle, and you click on add segment. If you created a segment for organic traffic already then you would add it or you might have to grab one from the library.
So let's search for the segment. Now this could be mobile or it could be mobile and tablet traffic together. I'm going to select both of them as a device category and we will scroll down, and we click on apply. Now you will see the organic segment clearly reflected. As I scroll down, it appears in all our data. So you can spend some time analyzing this information properly to understand how your mobile traffic behaves.
Notice that the metrics page load speed and bounce rates are of such important to us that we'll be covering that separately later in the course. For now, let me remove this segment that we created just now. So I'll go to the top again and just remove it, so that next we can produce a report that's going to measure a segmented user experience. We want to see the time spent per landing page for each device.
So first we got to go to the left column and we going to find the behavior tab. So there's the behavior tab and we're expanding on that. And now we're going to select landing pages. So under site content you select landing pages. Now in the report area if we scroll down a little bit here, under the behavior column you'll be able to see average session duration, and this is the metric that we're measuring now.
Now we're going to head up to segments again. So you're going to click on add segment and we're going to again add the mobile, or the mobile and tablet traffic, as a segment. And we're going to click on apply. At this point again we can scroll down and we can look at the metric that is of interest to us now. And we can see clearly if mobile and traffic tablet behave differently, and this will give us a good indication as to what needs to be done for conversion rate optimization if anything.
The final SEO metric we'll look at now is indexing and crawl statistics, and for this we're going to flip back to Webmaster Tools. And then we're going to look in the left column under crawl. If you expand crawl and just select crawl errors, this will show us if there are any possible technical issues that will prevent Google from crawling our site. Also notice that we have two tabs, one for desktop and another one for smartphones.
And this is of course important, because on this particular site you will notice that on desktops, we've got as much as 11,000 pages that are not found, whereas for smartphone only about 166. So this is information that we would want to look at when optimizing. There are several more SEO metrics that you may want to measure. Some you'll be able to cover with Google Analytics and others will require an investment in premium research tools.
Note: This course picks up where Google Analytics Essential Training leaves off. If you have questions about how Google Analytics works straight out of the box, see that course for more information.
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- Measuring the performance of search engines over time through segmentation
- Doing more with analytics
- Understanding user intent
- Setting up site search
- Using content grouping
- Building customized team reports
- Setting up operational dashboards
- Fault reporting with segmentation
- Conversion rate analysis
- Creating a custom attribution model