Modern business owners and bloggers need to take steps to ensure they have the right amount of web traffic coming their way, and this involves ranking highly in online search rankings.
The best way of achieving this is to fully utilise search engine optimisation and look at the best ways of being able to boost your rankings accordingly. Search engines are such a key part of digital marketing that you need to figure out the best way to use them more effectively.
SEO is one of the key components of digital marketing, and this is something you need to maximise in order to improve lead generation and conversion rate.
Getting more traffic to your website is the key to business success, and this is something you can work on with a Google Analytics account. This is an essential tool for understanding the best way to produce organic search results, so you need to understand the best way of using it.
So, pull up a chair, stick the kettle on, and let’s delve a little deeper into how exactly the process works. We’re going to look at the best ways of boosting SEO rankings and fully utilising Google Analytics in a bid to achieve this.
1. Track visitor demographics
As a business owner, it is crucial to understand your target audience. This helps with marketing and selling your brand.
So, you need to use the services Google Analytics provides in order to find out about who is visiting your website. Discover the age and gender of those who visit your site, as well as what their interests are.
This is the best way of being able to produce better SEO strategies and develop products and services to suit their needs. Coming up with bespoke content geared toward a specific demographic is a great way of securing more conversions.
That’s why it is so important that you look at the visitor demographics so that you can improve this in the future.
2. Use money keywords
When you are trying to correctly utilise SEO, it is important to make the right decision in terms of the keywords you are planning to use.
Money keywords are those organic keywords that generate the most revenue, profit, and conversions.
Keyword research is important here, and you can find some of the best money keywords on the Google Analytics campaign site. Head to Acquisition > Adwords > Keywords, and you can find some of the best examples.
The right money keywords are going to help you make the most of Google search results. This is something you need to focus on right away, and it will have a profound impact on the strength of your SEO.
3. Monitor mobile traffic
The world is going mobile-mad nowadays, and it’s fair to say that smartphones are the weapon of choice for so many looking to browse online.
Statistics suggest that there are close to 30 million more queries performed on mobile than desktop, which shows you how much mobile plays a part in internet usage. You should be monitoring mobile traffic to your business, but, also, mobile engagement as well.
Once you are aware of this, you can start to look at how you can improve the mobile user experience for visitors. This can also help you to reduce your high bounce rate – this is where people will have one visit to the website, but it won’t go any further. This is the opposite of what you want when you’re trying to convert leads into sales.
4. Assess and Understand Bounce Rate
We touched on bounce rate above, but we’re going to go into more detail here as it plays an important role.
Bounce rate is where people will leave your site after viewing just one page.
What you’re pretty much aiming for is turning these ‘bouncers’ into paying customers. Lead generation is all well and good. Make no mistake about it, this plays a big role in the business world.
But, you need to be taking those leads and converting them into sales if you want to enjoy business success.
Use Google Analytics to assess your quarterly bounce rate, so you know what you need to work on.
It’s often the case that poor user interface, or irritating page load times can all contribute to higher bounce rates. Understand this so you know what you need to improve to maximise SEO rankings.
5. Site Search
There is a lot of important information to be taken from Google Analytics, and one of the most important is site search results.
If your website has a search bar, you can use this to discover visitors are looking for. Looking at a common search term, or behaviour site content tells you a great deal. You can gain insight into how many people are searching and what they look for. This is a good way of helping you make improvements to the layout of the site, and attract more interest as a result.
It might be the case that there is too much activity happening in the search bar. If this is true, it implies navigation is a problem, and the tabs you have need to be improved. You should always be looking for ways of improving the usability of your site to maximise your conversion rates.
6. Check the Site Speed
Another important thing you need to assess through Google Analytics is site speed. When people visit your site, they want speed and efficiency. These days, consumers hate waiting around for anything. And, there is nothing more frustrating for an online customer than a website that takes forever to load. You are going to be losing your search traffic if the website speed is too slow.
This is why it would be a good idea to get a full website audit so that you know your site speed and mobile speed, and you can work on improving it for your visitors where necessary.
A smoother user experience is something that plays a massive part in the process, and you need to make sure you get this right as much as you can.
7. Receive Regular Reports
The most useful thing about Google Analytics is that it will analyse your site and traffic, and give you a complete breakdown and snapshot. There is a lot of information to wade through, but you can receive reports showing what is pertinent.
This is an excellent way of understanding your web traffic, and how good your SEO is. Getting a breakdown of the relevant figures every month is a good way of assessing how well you are doing, as well as what it takes to make improvements.
All this data can sometimes get overwhelming, and it is easy to get bogged down in it. So, it’s important to have something that just focuses on the essentials and lets you know what you need to know.
You can get reports emailed to you that tell you how many visitors you have had, how many pages were viewed, and your bounce rate, etc.
8. Access Search Console
To really make the most of Google Analytics, you need to access the search console. There are a lot of great things you can find out by doing this, and the Google Search Console is invaluable.
This is a tool that allows you to navigate all of the Google Analytics data relating to your brand. You’ll be able to check out the queries report, telling you the relevancy of your pages to the search queries made. Head to the search console and select the ‘Queries’ tab to gain access to this information.
There is so much you can find out through the search console, and this is an invaluable tool for helping you work on boosting your SEO rankings with Google Analytics moving forward.
9. Improve Your Landing Pages
You must use Analytics to help you understand which pages receive the most organic traffic. Identify the most successful and popular landing pages on your website and focus on these.
They are a great way of generating more traffic and boosting conversion rates. What’s more, if you can utilise the best landing pages you have, you might well be able to lower your bounce rate as well. This is a great way of improving your marketing campaign and trying to focus on the best user experience.
You can use these landing pages to link internally to other pages, something that is going to transfer significant value, and ensure you are able to convert more leads into sales too.
10. What are the Exit Pages?
Make sure you assess the exit pages of your site too – these are the last pages of the site people visit before they leave. So why do you need a report on your Exit Pages?
Well, this is important for SEO because pages that have a high exit percentage need work. They definitely have problems, and you need to make changes to the layout of these pages in order to maximise their potential.
Once people have visited your site, you don’t want them leaving without a conversion. Understand the importance of this, and how much of a role it can play in taking the company forward.
Exit pages can tell you a lot about the design and functionality of the website, and this is something you can work on in order to improve traffic and boost conversion rates.
11. No Leaky Pages
You should make sure you have no leaks whatsoever on your landing pages. A ‘leaky page’ is any page with links that take the user off the page.
This is not what you want because this is likely to be detrimental to conversions. Your top pages should fulfil a specific goal and not try to do too much all at once. Use Google Analytics to find out which of your pages ranks the highest in search results. Then compare this with the pages that are not converting, and you can weed out your leaky pages.
Once you know the leaky pages, you can set about figuring out how to fix your leaky pages and stop them costing you sales.
12. Find Where Your Users are Located
One of the most useful tools you can use on Analytics is finding out where your users are located. As a business, it is important to understand where you have an audience. And, this is information you can use to try to turn your company into a global brand as much as possible.
If you head to the Audience tab, then select Geo, and then Location you can find this information out easily. This is so important when looking to boost SEO rankings because it allows you to tailor your content to suit the audience you have.
Google Analytics is an essential business tool within the framework of your SEO strategy. There are so many excellent ways in which you can use it to help your business. Do as much as possible to analyse the reports that Analytics can provide and use it to enhance your SEO.
There are plenty of factors that you will need to think about, and it’s important to make positive changes. Understanding the layout of the website, use of keywords, and what you can do to reduce your bounce rate is crucial.
Modern businesses spend so much of their time looking for marginal gains. And the information you get from Google Analytics can really help with this.
You’ll be able to use it to improve the way you market your business, and how you can increase traffic to your website. Many business owners cringe at the thought of SEO, but it is one of the most powerful tools your company has. The key is just knowing how to use it correctly.
Boosting your SEO rankings is a great way of putting your business on the map. You need to make sure you understand the ranking factors that play a part in this and make changes to get the right outcome.
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