If you have already integrated Google Analytics and Search Console (formerly Google Webmaster Tools) together, but yet to take advantage of the new insights made available, don’t worry, I’ll show you how. By doing an analysis on the data, we can find out our weakness and strengths, and then adjust our SEO activities accordingly.
In this post, I’ll share with how to access and interpret the new data set that’s available after you connect both the accounts together. Also, in order for this to work, your website must be associated with a Analytics property first. If you are ready, let’s start.
How to Access the Data from Google Analytics
Login to Google Analytics, then from the top right-hand corner of the dashboard, click on the down arrow, and select the Property.
Next, from the top navigation bar, click on the tab Reporting
On the left hand-side, go to Acquisition > Search Engine Optimization > Queries, Landing Pages, or Geographical Summary. Let’s go through them one by one, starting from Queries first.
Making Sense of the Search Console Data and Taking Follow Up Actions on it
Queries – This is where you discover what are the queries or keywords that are driving traffic to your website. There are four sets of data available to you:
- Impressions – the number of times your URL appeared in the search results and viewed by the user.
- Clicks – the number of clicks on your website URLs from the search results.
- Average Position – the average ranking of your website URL calculated by averaging the positions from all the queries done by all users.
- CTR – Click-through rate is calculated with the formula Clicks/Impression * 100
There are many ways to read the data under Queries section, but the following 3 ways are the best in my opinion.
- Find out your top 10 keywords, or popular queries that are bringing visitors from search results, and build your online marketing strategy around it.
- If a keyword has good average positions in the search results but bad CTR, can we improve it by revising the meta description or post title?
- If a keyword has poor average positions in the search results but good CTR, we may want to try fixing the issue by boosting the rank with using SEO tatics.
Over here, you will see all the web pages URL that your visitors landed on. The same kind of data is available: impressions, clicks, average position and CTR. To make logic out of the data, you can analyze it the same way you did for keywords/queries.
If you realize that one of the landing pages, which is generating good revenue, is sliding down in average position, you definitely will want to take immediate follow-up actions to stop the slide.
On this page, Acquisition > Search Engine Optimization > Geographical Summary, you can find out where your visitors are coming from. Personally I am only keen the top 5 countries, since they form the bulk of the traffic.
With the knowledge on where your main visitors or readers are coming from, it’s easier for you to customize your marketing and create content that are more relevant and appealing to them.
Some bits and piece before we end.
One of the biggest benefit when you link your Google Analytics with Search Console, is that you are able put two dimensions together. For example: Query with Country, or Landing Pages with Country. By doing so, you can know the detailed breakdown of each country’s visit on a particular landing page. Or which country has the most visitors for a particular query/keyword.
As Google Analytics requires 48 hours to import the data from Search Console, do not be surprise if you are not able to see the data for the last 2 recent days.
Also, we are only able to access information over the last 90 days. Therefore do export any important data that you want to keep, or regularly export data to have an archive of how your website is performing in search results.
What are your thoughts on this, and how do you intend to make use of this data?
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