Analytics can show you the elements of SEO strategy that are working, the elements that aren’t, and what the biggest obstacles are preventing you from doing better.
Granular measurement is critical to the successful execution of any SEO campaign or programme. Without conducting a thorough SEO analysis of a website, it’s almost impossible to make informed decisions about how to improve where your site sits in search engine results pages (SERPs). If you can measure it, you can improve it.
What can analytics platforms show you?
SEO analytics can show you how to expand reach, drive more traffic, and meet business objectives. Metrics tracked for analysis typically cover categories like audience behaviour, traffic acquisition sources, and content performance.
What are common analytics tools used?
Google Search Console (formerly known as Google Webmaster Tools) is a free service that can show a site’s crawl rate, or the number of requests per second the Googlebot makes to your site when it is crawling it. It can show you the internal and external pages linking to your site, and identify the keyword searches that brought Google users to you.
Premium analytics tools like Moz Pro enable you to compare your ranking with competitors for defined keywords, track comparative rankings over time for your site and your competition, determine the impact of crawl rate on your SEO, and show you how page content can be optimised to improve rankings.
What analytics tools should I use?
The most obvious analytical tools for use for any marketing strategy would be:
- Google Analytics
- Google Search Console
More advanced analytical tools include:
- Adobe Analytics
- ZAP Analytics
- PI Datametrics
Most analytics tools will have either a basic or extended capacity to segment visitor traffic by new and returning visitors, tell you if the search originated on a desktop or mobile device, and display sites and pages referring traffic to your site.
Reporting is the key practical output of any SEO analytics tool. The most effective tools enable users to setup and export reports that capture the metrics mentioned above, and visualise data in charts and graphs.