To know what is going on your website, you must depend on insights gained by using some analytical tool that reveals what its strengths and weaknesses are.By using Google Analytics or some similar tool, you can track visitor movement on your website not only from organic searches but also from offline sources and sources as divergent as the internet of things. Besides, you can closely track how much time they spend on the website including specific pages that point to its quality as well as what kind of content they liked and the keywords that drove them towards it. Gathering information might be easy, but to make its proper use can be quite challenging.

The amount of data that you must handle can be overwhelming because you would be flooded with information that you must have the skills to segregate for analysing. It points to the fact that you must be aware of the importance of various kinds of data and which combination of data would be useful for you. Unless you know about the usefulness of the data type for your website, you could find it extremely difficult to make good use of it.

In this article, we will discuss some of the data pieces that play a stellar role in driving the SEO campaign towards its success. It will help to understand how data helps to understand the campaign performance parameters.

Know about potential new markets

The traffic data that you assimilate can be broken down according to the geographical areas that clearly paint a picture of the existing markets as well as potential markets that you can tap into. By using the data, you can analyse the new markets to determine its potential and then decide how much it would be worth to make efforts in exploring it. Companies that are eager to expand their footprint in new geographical areas would find such data analysis most helpful. If needed, you can go back to the table to gauge the possibilities of the new markets and then set your focus on any selected one that matches with your business objectives. Maybe, the information will be an eye-opener because you would have never known about the markets had data analysis not revealed it.

Identify channels that assist in the conversion

Traffic is indeed important, but unless it leads to conversions, it does not make any business sense. After all, earning revenue is what matters most in any digital marketing campaign. The Google analytic tool has a special feature of data attribution point included in the ‘model comparison too’ which plays a critical role in identifying the channels that are not only driving traffic but also assisting in conversion. By looking at the data, you come to how from the time of first interaction to the last interaction, how each channel facilitated the process of conversion. The information helps to identify the weak channels, and depending on your understanding of the situation; you can take measures to improve its effectiveness.

Study Bounce rate

The rate at which visitors quit a website is the bounce rate, and any analytical tool helps to determine the bounce rate. The longer visitors spend time on websites; better are its prospects of ranking because search engines consider the time spent on websites as a signal for its quality which equates with the ability to draw crowds and hold their interest. On the contrary, when visitors quit a site just after having a sneak peek of a page it shows that the website was not attractive to them may be due to poor quality and it can affect ranking negatively. When most visitors quit the site after visiting a single page, it is a sign that the page needs better optimization.

Pointer for content quality

Among many reasons that contribute to bounce rate, the experts at Joel House Search Media Canberra believe that most important one is the content quality because no matter how attractive and user-friendly the page design might be if the content is not of the right quality, it would drive away visitors. When investigating the pages that experience high bounce rate, you must try to understand the lacunae in the content and make suitable improvements so that not only it helps to improve engagement but also conversions.

Discover traffic sources

Google analytics provides various data about traffic that helps to examine multiple dimensions about the nature of traffic and its origin. The data analysis provides insight into traffic coming from organic searches and the volume of traffic that comes from paid searches. The trend holds immense potential for developing future strategies as you can understand the strengths and weaknesses of the channels that drive traffic. The information should be useful for paying proper stress on the respective area of traffic generation. You get a clear picture of how much your organic effort is paying and what returns you get by spending on online advertisements.

Understand customer behaviour

You must provide the best user experience at all times by knowing how the visitors interact with the website. It means that you must have an idea about user behaviour on your site and know what things they are liking and what they dislike. By relating it to the performance of the website, it is possible to understand what kind of changes might be necessary to meet the user expectations in a better way. On knowing which advertisements are driving more traffic and which content is working well to drive organic traffic, you can recast your SEO strategies for better performance. You can also gather information about the traffic that flows from the social media channels and can take steps for improvement.

Leverage the pages that draw most attraction

Online marketing is about gaining visibility and grabbing attention, and by looking at the data obtained about the time that visitors spend on the web pages, marketers can get direction about the efforts needed to improve the data. It helps to pay special attention to the pages that draw the most attraction, and proper data analysis helps to review traffic levels together with its sources and even the time that visitors spend on the pages. All the information put together should help marketers to improve website conversions.

Mobile or Desktop – set your priority

Google Analytics data reveals the traffic generation based on devicesas you will know the traffic volume that comes from desktops and what comes from mobile devices. The data will point out how important it is to pay attention to mobile data because the major traffic flows from it. You must develop more aggressive strategies for mobile users because their number has already overtaken the number of desktop users. Paying more attention to mobile users will lead to better conversions because that has been the trend, and now you know your priorities backed by reliable data.

Identify effective keywords

Keyword performance is at the top of the minds of marketers because keywords are still one of the most important traffic drivers. To know which keywords people are using most to visit your website, you must use the data available from Google Analytics. As it is important to know what keywords searchers are most fond of, it is also important for marketers to evaluate how useful those keywords would be for them. All this is now very easy because you can know every detail about keywords by analysing the data obtained from Google Analytics. It will also show the keywords the conflict with the keywords that you intend to rank for and the most popular ones.

Make use of Google search console

To capture the bigger picture of organic data, it is essential that you integrate Google Search Console with Google Analytics so that data flows from the former to the latter. Google Search Console captures all data about organic traffic, and the integration will only add to the delight of marketers who can access a treasure trove of traffic data of all types from organic to paid traffic. The data that flows from the Google Search Console fortifies the information base of marketers as they come to know about keyword performance and what triggers clicks on your website after users spot it in the search results page.

Look at the bigger picture

Google Analytics provides a wide range of data of numerous types, and you must make use of all relevant data types to reinforce your marketing efforts. Looking only at a single component could be misleading as you could miss the bigger picture or even some bias might creep in during data analysis that can distort the results and create confusion. While data related to users is important, data pertaining to the sessions that point to engagement activity and pages per session viewed by users convey a lot of important information that marketers should never miss.

Conclusion

Google analytics play very important role in seo website improvement. Google analytics provides various data . Therefore, never look at only one thing but expand your vision to take advantage of gaining insights into all aspects of SEO marketing by exploring the power of analytics to the fullest.