Google Analytics, Google’s free tool, is primarily intended to analyze the traffic of its website. It provides information that can be used to improve its website and increase its visit potential.
Here are 10 optimization goals favored by Google Analytics data
Improve keywords in its pages
Among SEO techniques, internal page optimization is an important step. The presence of keywords and key phrases derived from the one specifically targeted for the page, will contribute to the positioning of the page in the search results.
With the Search Console tool (ex webmaster tools), Google allows to know for each page what are the words typed by the user that have resulted in the page appear in the SERPs and generate clicks (and therefore visits) . This allows you to refine your tactics keywords in the page.
The speed of loading pages, in addition to favoring the reduction of the bounce rate, is one of the criteria of Google’s algorithm.
Google Analytics offers tips for improving the pages, the weight of pages and images, but also the technical optimization (call scripts …).
To do this, go to: Behavior> Speed of pages> Suggestions about speed
When it lands on a web page, the user will very quickly judge whether it is in line with his expectations and whether it is worth reading.
To identify the pages that make visitors flee, 2 indicators can be examined simultaneously:
= the bounce rate (% of people who arrive on a page and leave it) and
= the average time spent on the page
Go to Behavior> Content of the site> Pages of destination
It will then be necessary to make improvements to the pages: content, editorial style, illustrations, links to complementary pages of the site …
If backlinks (inbound links) are a constant concern of site owners, internal links (links between pages of the site) are sometimes neglected. However, they allow to promote navigation between pages of the site, and therefore the traffic on the pages, the average number of pages per visit and its duration.
In Search Console, we can identify pages (by descending order by number of links) that have a number of internal links compared to other pages.
Go to: Search Traffic> Internal Links
Site visits are a first step, but it is even more important that these visitors turn into customers, subscribers, or subscribers.
This measurement of the conversion can be done with Google analytics through the definition of objectives. One goal might be to place an order, subscribe to a newsletter, download a white paper …
You can then determine which sources of traffic or partner sites bring visitors with the best conversions, which profiles convert the best , which topics or pages bring the most to conversions