Are you curious about SEO analytics? What are they, and how can they help your website rank higher in search engine results pages (SERPs)? In this comprehensive guide, we’ll explain everything you need to know about SEO analytics and how to use them to improve your website’s performance.
We’ll cover several of the most common and useful SEO analytics and show you how to interpret the data they generate to improve your site and SEO strategy. So whether you’re a beginner or an experienced SEO practitioner, read on to learn all there is to know about SEO analytics!
Search analytics is data that helps you understand what happens before your site visitors enter your website. They give you an idea of how your site performs in search engines and how you can improve your ranking through enhanced SEO practices.
Impressions, Clicks, And Clickthrough Rate (CTR)
Impressions, clicks, and clickthrough rate (CTR) are three analytics that give you information about how search engine users behave when they choose to visit your site.
Impressions are simply the number of times that a link to your site has shown up as a search result on the user’s screen. In essence, your impressions are a count of the chances your website has had to be chosen by users – whether or not they ended up visiting it.
Related to impressions, clicks are the number of times that search engine users both saw and chose to visit your site. Clickthrough rate is the proportion of impressions that resulted in a click (visit to your site).
By monitoring your CTR over time and seeing whether the percentage is increasing, decreasing, or staying the same, you can get an accurate gauge of how attractive your site link is to search engine users.
Average position tells you the average ranking of your site from all google search results where your site appears. Because your site will rank higher for some search keywords than for others, being able to see the average position of your site gives you a general idea of how well it ranks overall.
Furthermore, tracking your average position over time helps you understand how effective your site’s SEO is today compared to a few months/years ago.
Authority Score is a measure of how “trusted” your website is by search engines. Calculating authority score isn’t as empirical as finding CTR or average position.
It takes into account many different factors, so it’s often misunderstood by people new to SEO. As a general rule, websites with higher authority scores will be preferred by search engines over similar sites with lower scores.
One of the most effective ways to improve your site’s authority score is by getting backlinks from other sites (backlinks are when a trustworthy site mentions your website and provides a link back to it).
Session analytics provide you with information about what happens once users enter your site. It helps you understand how people behave while viewing your site and gives you insights into how your pages are performing or how they can be improved.
By combining search analytics with session analytics, you can get a virtually consummate view of how your SEO’s effectiveness on the modern internet.
Not all site visits are created equal. Just because someone visits your site doesn’t mean their session is productive or beneficial to your business. One of the best ways to monitor how users are acting once they visit your site is session duration data.
Session duration is the average amount of time that users spend on your site before clicking away and browsing elsewhere. In general, the more time users spend on your site, the higher the chance that they will meaningfully engage with the content and develop an interest in your business.
The standard session duration for modern websites is 2 – 3 minutes. So, if your website sessions tend to be much shorter than this benchmark, that means there are some improvements to be made.
Pages Per Session (PPS)
While session duration shows you how much time people spend on your website, you may also want to track how many pages they visit. For example, a five-minute session spent browsing several different pages is likely to be more productive than an equally long session spent on just one page.
Having a high PPS score means that users are engaging with your site and exploring what your business has to offer beyond just the landing page.
It’s difficult to put a number on what defines a healthy PPS score. Depending on a site’s layout and design, good PPS can range from just a handful of pages to 10+. As a general rule, almost all sites should aim to have an average PPS of two pages or more.
Bounce rate measures the percentage of site visitors that leave your website after viewing just one page. It’s a way of measuring your viewer engagement, as a high bounce rate means the vast majority of your site’s visitors aren’t engaging with your website.
A high bounce rate (anything above 70%) can indicate that your site is reaching the wrong audience – people are clicking on your website but quickly realizing that it’s not relevant to their needs.
To solve this problem, you may need to rethink your SEO keyword strategy to ensure that your site is showing up in your target audience’s search queries.
Goal completions is the metric that tracks how many users have successfully followed your site’s targeted call to action (CTA). For example, an insurance company’s CTA will likely be something like “Get a Quote” or “Speak with a Broker!”
Goal completion data is also closely related to goal conversion rate, which is the percentage of sessions that result in successful goal completion.
Since different business websites have different CTAs, the goal conversion rate is a much better indicator of your site’s messaging effectiveness. Anything over a 5% goal conversion rate is excellent.
Other Helpful Analytics
You’ve looked at both your search and session analytics, and you’re still eager to learn more about your website’s performance. Here are four invaluable SEO analytics that are often overlooked but can make an incredible difference in how your business performs.
Device insights give you information about which electronic devices are being used to access and browse your site. This can provide invaluable information when you’re looking for ways to optimize user experience.
For example, if you see that most of your website visitors are using mobile devices rather than desktop computers, you may want to design your site in a way that’s easy to browse using touchscreen devices.
Page analytics track which pages visitors frequent and can give you insights into the journey users take while on your site.
If you see that one of your webpages is performing significantly better than others, you may want to try replicating some of the techniques used on that page throughout other pages on your site.
You may also want to look at capitalizing on that page’s traffic by including a strong CTA that drives users towards goal completions.
User Demographic Data
User demographic data is some of the most valuable information you can get from your site analytics. It gives you details about your visitors, like their age, location, and so on. User demographics let you check whether your website is attracting the right audience.
For example, a website that advertises rugby lessons may want to avoid attracting elderly users who are unlikely to be interested in playing high-impact sports. Demographic analytics can also give you insight into the topics that may interest your users and help you build relevant content.
Understanding your website’s SEO performance is crucial, but so is knowing what your competitors are doing. Competitor insights give you information about which keywords your competitors are targeting, how they rank, their authority scores, and much more.
Keeping an eye on your rivals’ performance can help you develop your marketing strategy and assess your website’s strengths and weaknesses compared to your competitors.
Conclusion: Using SEO Analytics to Grow Your Business
SEO analytics is a crucial part of any effective SEO strategy. By tracking your website’s data and performance, you can identify areas where your site needs improvement and make the necessary changes to boost your ranking in SERPs.
If you’re a Canadian business owner looking for an SEO agency that can help you harness the power of SEO analytics, look no further than Toronto SEO agency, WebSuitable.
Their team of experts has years of experience helping businesses just like yours achieve top-page rankings in Google and other leading search engines. Contact them today for a free consultation and see how they can improve your website’s performance with their cutting-edge SEO services!