• Doug Pittman

SEO Benefits of Using Google Analytics

Updated: Apr 20

To grow any business on a digital platform you need to focus not only on the front-end content which the consumer sees, but the background analytics and statistics as well. Data analytics provides you with the information necessary to help you make informed decisions in your advertising campaigns based off of tangible data in real time. One of the largest and most widely used web analytics services used for SEO is Google Analytics, and learning your way around the tool is an invaluable skill for growing your company.

Google Analytics resides within the Google Marketing Platform brand, and is described as a freemium (offers basic services for free, and more advanced features for a fee) web analytics service which tracks and reports varying statistics regarding your site’s online presence and engagement. It works by placing JavaScript tracking codes on your web pages, allowing you to track all consumer behavior and maneuvers around your site. At the surface level, you can use Google Analytics to track web page views, bounce rate (the percentage of visitors to a particular website who navigate away from the site after viewing only one page), what webpages/search browsers users are coming from, and can even tell you where users are geographically. With this information, you can tailor specific campaigns to different regions around the world based off of the engagement data Google Analytics provides you with. Additionally, you are given access to info on what platform, computer OS, or mobile phone OS people are using most when they visit your company’s page. To track changes over time, the timeline feature plots out your crests in valleys based off of variables of your choosing. The timeline itself is incredibly customizable and thorough enough to give you a leg up on the competition and allow you to capitalize on successful campaigns and ditch the duds.

One of the biggest benefits to utilizing Google Analytics for your website comes in the many benefits they provide to your SEO development. By tracking for search engine traffic, Google details in the “Acquisition” channel all avenues of which people are being streamlined onto your site, giving you crucial numbers on total/new sessions, new user acquisition, organic/direct flow, and a treemap report on your growth progress. Working on your SEO is one of the most important things you can do as a marketer to drive traffic. By utilizing Google Analytics to monitor figures and statistics on keywords, page depth, metadata, page density, and word proximity (amongst many other search ranking variables), you’ll quickly begin to see an increase in leads and new users being ushered in towards you and your product.

As a marketer, you know that a product is only as powerful as the people behind it, and the same is true for tools such as Google Analytics. Although it provides a plethora of details and interactive features, you need to be able to be able to learn how to interpret and act on this data for it to be useful. Segmentation is a key part of this. Not every user is the same, and as so, your campaigns shouldn’t be either. By using the Advanced Segments tool, you can separate different types of traffic into lanes- allowing you to group users based off of technology, behavior, traffic origin, and date of first visit. From here you can begin to hone your marketing campaigns to bring it all kinds of people, diversify your users, and bolster your online presence.