Website traffic is the lifeblood of e-commerce today. Most businesses want high traffic coming to their landing page, and a lot of that traffic can be generated from the work put into earning better search engine results. Google Analytics is a marketing tool that can help by giving insights about visitor behavior on your site.
You can access data from Google Analytics by using it on the web or through a mobile device. The Google Analytics tool provides an enormous amount of data. Knowing how to navigate the platform and sift through its reports is critical to your success.
Here are 10 ways to use Google Analytics to improve your website’s organic search traffic.
- 1. Sync your Search Console account
- 2. Set up a custom SEO dashboard
- 3. Identify and understand your audience
- 4. Identify your highest-performing content and optimize it
- 5. Optimize a user’s journey on your website
- 6. Use the organic visitor segment
- 7. Use campaigns to track traffic
- 8. Use the multichannel funnel report
- 9. Manage your PPC spending
- 10. Keep track of your bounce rate
1. Sync your Search Console account
Are you curious about how your website appears in Google search results? Do you want to analyze your Search Engine Optimization (SEO) rankings and other analytics data? Accomplish this by linking Google Search Console with your Google Analytics account. Google Search Console offers a lot more in-depth information compared to Google Analytics.
You can get real-time data on whether there are errors or malware on your site, which of your site’s keywords and search terms appear in search results, and who has backlinks to your site. Combining these tools lets you get a comprehensive overview of customer interactions on your website.
The key benefit is that Google Console lets you look at customer behavior by noting how they sift through your website and the interaction on each page.
2. Set up a custom SEO dashboard
Did you know you can compile all of your website’s SEO data as a report that you can instantly access? This is what setting up a custom SEO dashboard can accomplish for you.
You need to be able to understand the number of backlinks you receive to each page, as well as how highly each page ranks on Google searches for particular keywords. This can help you boost the rankings for low-hanging fruits via organic methods. Multiple online tools can help you set up your Google Analytics dashboard.
Use your custom SEO dashboard to get key insights into the use of keywords by your users, which keywords are helping your website rank higher, which are yielding the most clicks to your website, and much more. Consult with a Google Analytics specialist on Ndiwano.com to choose the right third-party SEO dashboard to elevate your website stats.
3. Identify and understand your audience
For any successful venture, knowing your audience is half the battle. Google Analytics is a good way to identify and understand what your target audience wants. It helps you identify where most of your customers are navigating and where they are exiting. You can identify your customer’s goals, see how much they’re spending, learn their expectations, and improve their experience. Try to answer the following questions with your Google Analytics reports.
- What are the visitor demographics?
- How are customers discovering new items?
- Are your customers doing what you want or expect?
- What percentage of customers are converting?
- Where do customers leave your website’s goal unfinished?
Google Analytics answers some of these questions by stating each visitor’s country of visit, search method, and device and OS.
4. Identify your highest-performing content and optimize it
Some special aspects of your website might draw users in, such as your website’s SEO and attractiveness. From engaging advertisements to informative blogs, content plays a critical role in attracting and retaining customers.
Identify the areas on your website that draw in the most traffic. Now, try to boost that content across more digital marketing avenues, increase the amount of content (if possible), and optimize the process of completing your customer’s journey from that source by adding a call to action (CTA).
5. Optimize a user’s journey on your website
A user’s journey on your site begins before they get to your website. Your funnel should guide them in a manner that they convert.
Ultimately, the aim is to get some amount of traffic that converts or takes action on your website. Try to pinpoint aspects of your user journey that need work. You can track users’ journeys using the Behavior Flow report that visualizes their path on your website.
It aims to convert users through the following steps.
- Driving traffic through SEO
- Driving them through the home page
- Sending them through the product pages
- Leading them to make a purchase
As part of your marketing strategy, try the following:
- Streamline payment portals to ensure the checkout process is easy to navigate
- Reduce unnecessary pop-ups
- Save users’ info (e.g., phone numbers and addresses) without the need for them to sign in
- Reduce load time
- Increase site speed
The more you improve the convenience of your customer’s experience when using your platform, the more you increase their odds of completing their user journey.
6. Use the organic visitor segment
Google Analytics offers a nifty tool called “segments,” which groups visitors who share common traits and behaviors. The best feature is the ability to choose which behaviors to look at and which traits to group.
Think of it this way: Knowing the number of website visitors you get in a week is useful, but knowing how many were using their PCs and viewed at least three pages before making a purchase is usually better. By segmenting your organic and nonorganic visitors, you can compare their differences and grow page views and traffic in both sectors.
For example, you can segregate people based on country of visit or visit frequency.
7. Use campaigns to track traffic
You can integrate your online marketing campaigns with Google Analytics for detailed reports on how they impact visitor behavior. Using sophisticated analytics to assess your campaigns, you can understand and compare the performance of multiple content marketing campaigns.
You can use Google Analytics to identify which devices customers use and which marketing channels lead to the highest conversions.
When adding analytics to your campaign, you’ll likely see that additional parameters are added to the end of your page URL. The Google Analytics tracking code automatically captures the values of each parameter and presents them as data insights in your reports.
8. Use the multichannel funnel report
Multichannel funnel reports help you understand the channels yielding conversions on your website.
For instance, let’s say a lot of users click through referral links on social media campaigns to purchase your product. A multichannel funnel report will give you a detailed breakdown and comparison of this referral traffic, as well as other funnels (e.g., email marketing campaigns). This data is vital to understanding where you draw users.
9. Manage your PPC spending
A pay-per-click (PPC) spending budget is the amount of money you commit to acquisition efforts for your online traffic, as your advertising charges only accrue once a prospect clicks on your ad. Whether a large enterprise or small business, you’ll need a budget for every PPC campaign you run. A clear budget will prevent you from spending far more than you should in a situation where you will not be able to estimate your cost-per-conversion.
To prevent cutting your profits and denting your finances, manage your PPC spending by taking insights from your data and tweaking your campaign to better serve your audience.
10. Keep track of your bounce rate
Your bounce rate is the number of visitors who visit your website but do not convert into paying customers or leave their user journey unfinished.
Bounce rate is presented as a percent of your total visitors and can help you understand what is preventing users from converting. Regularly track your bounce rate as you run new campaigns.
Let a Google Analytics specialist help you increase site traffic
Google Analytics is a wonderful tool for aggregating information; however, it is often difficult to navigate for anyone unfamiliar with the software.
If that’s you, you can always work with an independent Google Analytics expert on Ndiwano.com to make the job easy. An expert can guide you through which reports, add-ons, and metrics are worth prioritizing for your business, help you identify funnels that improve your conversion rate, and grow the organic traffic to your website or specific webpage. Visit Ndiwano.com’s network of independent Google Analytics consultants to find experts today.
And if you’re keen to help businesses worldwide with their need to start using Google Analytics, sign up with us today! We’ve got several SMBs and large organizations finding independent Google Analytics experts on our platform.