Using analytics insights to fuel SEO success

By: Daniel Carter

Date: 28 March 2019

A businesswoman checks Google Analytics and uses the data to improve her website's search ranking.As we all know, we now live in a world of data. We've all seen the news stories about how global companies use big data to drive their service offerings - and while they may have huge budgets at their disposal, there's nothing stopping you from capitalizing on the data at your disposal as well.

As any company offering SEO services will advise, the game has been made a little trickier, as in recent years Google has started to withhold more information from website owners as to where their traffic is coming from.

However, you can still make a difference to your SEO efforts by digging into your analytics results. Here are some questions to ask.

How many of your users are on mobile?

As you probably already know, mobile use is only going up. Google understands this, and it's generally accepted that their algorithms prefer sites that perform well on mobile devices.

As a result, if your stats indicate that you're popular with users on the go, you should be looking at how to make your site as mobile-friendly as possible.

Of course, if hardly any visitors currently access your site through mobile, this isn't a reason not to improve your offering in the long run. Look at your priorities - if you do see a high proportion of mobile users coming to your site, make sure that you tackle this as a matter of urgency.

What is your bounce rate?

Google has never admitted it, but there has been a lot of speculation in the SEO industry that bounce rate affects rankings. In some ways, it makes sense; if a high proportion of users visit a page then leave straight away, it's a sign that that page is not serving their needs.

Whether or not this is true is debatable - but few would disagree that high bounce rates are usually a bad sign.

Your analytics software can detail the pages that are impacted by this, allowing you to analyse the reasons for this and make appropriate changes.

How fast are your pages?

Site speed is a fairly recent addition to many analytics tools, but nowadays it is easy to quickly see how fast your pages load.

Why is this important? Over the last few years, we have seen the major search engines place more emphasis on page speed, and if your site falls short of certain benchmarks, you are unlikely to gain a high ranking.

Speed-specific tools can give you deeper insights - but simple website analytics software can help you identify problem areas that are worth further investigation.

How is your content performing?

Content marketing is an effective weapon in the arsenal of anyone working to improve traffic to their site. Unfortunately, proving that it is worthwhile can be difficult from a business perspective.

Again, this is where your data comes into play. Use your analytics insights to track user journeys through your site.

If visitors are being attracted to your site by content shared on social sites, and then moving on to check out product pages and make purchases, you have clear proof that your content is driving conversions and as such is worth the investment of time and effort.

Copyright 2019. Featured post made possible by Daniel Carter, Assertive Media

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