Google Analytics: How to measure SEO results and your Content Marketing strategy
When you want to measure the results of your SEO and content marketing strategies, Google Analytics is the right tool for you. At first it may seem complicated, but today we will explain all the details in a very simple way.
When you finish reading this post you will be able to take full advantage of Google Analytics and all the reports it offers. Because if we are not able to analyse the traffic data on our blog, we will not make the right decisions to have better conversion. In addition, the possibility of measuring the results of the strategies will make us improve them.
What is Google Analytics
Thanks to the large amount of data it can provide and its detailed reports, Google Analytics is the perfect tool to analyse our website. Measuring traffic and seeing how useful our marketing strategy is is the main function that is usually given.
Using Google Analytics is easy, but if you are just starting out it will be a little difficult to master. It is normal that to get the best data you will need to spend many minutes on each report. However, you will be able to customise dashboards to get the relevant information faster and to optimise and improve the results of your websites.
But to achieve this, it is vital to know what we want to measure and so choose the best way to do it. In this case we should use Analytics events and goals. If the latter is difficult for you, we recommend using Google Tag Manager.
How to measure the SEO of your blog or website
We all know that SEO is the best way to positioning a website in search engines. However, when measuring the results it gives us, we must do so with the following information.
Organic traffic
It's very simple, it's just a matter of measure and analyse all visits we are receiving through this medium. The duration of these and little else.
Organic visits per page, session time and bounce rate
This part is very important, as this is where you can see which page of your blog is performing best. This is dictated by how long you have been logged in and if the bounce rate is low. It also gives an answer to the question of how I can improve the SEO of my website.
Also, knowing what content works best will give you an answer to the question how to generate traffic to my blog. Because you can replicate what works in one post in other posts that are not succeeding.
Pages visited per session and average duration
Another valuable metric that allows us to know how much interaction a user has with our brand. The average session time and the pages visited by each user allows us to know what content they are most interested in.
TheĀ average durationĀ of the session refers to theĀ durationĀ total of all sessions (measured in seconds) divided by the number of sessions.
TheĀ duration of a session is calculated differently and taking into account whether there are visits with interaction on the last page of the session.
The longer users stay on our website, the greater the chances of conversion. The duration of the session will depend on whether the user has found what they are looking for, whether the user experience is adequate, among other things.
Conversions per organic session
We all want to gain organic traffic, and the important thing is to measure the amount of conversions that this traffic gives us. From here you can also get ideas to optimise this type of visits to your website and increase the number of conversions.
The pages that convert the most
With Google Analytics you will know which pages of your website are converting the best and implement strategies to take advantage of it. To do this you can create an Ebook in exchange for users leaving you their lead.
All these leads help to improve the user experience and we improve the duration of sessions.
Conversion through different channels
Not all your visitors will come from organic traffic, Therefore it is necessary to know the other channels that bring audiences to your website. These channels can be social media or paid traffic, a way to promote a website.
In addition to the information provided by Google Analytics, it is interesting to carry out an SEO audit of our website. The web audit will provide us with additional information that will help us make decisions based on data to go in the right direction.
A SEO audit is the best way to get to know the opportunities hidden in your website in order to make the most of them. You will also be able to discover everything that hinders your SEO positioning.
If you would like to have an SEO audit of your website, fill in the following form and we will send you a full report to your email address.
How to measure content marketing with Google Analytics
Your content marketing strategy should be measured to see if you are doing it right and to see where you need to improve. To do this you need to analyse the following information with Google Analytics.
Pages visited and average time spent on them
This is to find out which content on your website is working best, i.e. which attracts the most visits and keeps users in session. This way you can improve content in those sections where the average time is low and add new content to generate subscribers.
New vs returning users
The retention is the goal of any website, this means gaining authority and attracting new visitors by recommendation and by being shared on networks. Knowing the behaviour of the types of users, how long each one stays on our blog. Ideally, recurring visitors should stay longer to gain more retention.
The pre-conversion page
One piece of information that allows us to know if the content is working is to know which page is bringing us the conversion. Here we are talking about the page that led the user to the conversion, the previous step. The objective of identifying them is to apply strategies to improve the results they are giving us. An essential metric to improve web positioning.
Top output pages
It is not a matter of obsession, but it is important to know which pages are most frequently abandoned by users. This helps us to improve the content, if necessary. Remember that the user may have to log out at some point.
Content performance on different devices
Analysing how our content performs on mobile, tablet and desktop is important, as it is not always optimised for all of them. This metric tells us the bounce rate from each device. This way we can optimise the result and make the user experience optimal from any device.
Analysing all this information may seem overwhelming, but it is necessary in order to get the best out of it. SEO positioning. This is what it is all about and not so much about applying āseo tricksā, because if we do not manage based on data, we will not be able to make decisions to improve the performance of the blog or our website.
Google Analytics will be your perfect ally to get the most out of your project. You just need to take the time to monitor each report here. Once you get the hang of the number of reports, it will be quite easy to use.