Last week, we offered up our thoughts on SEO methods that do more harm than good. We advised you not to ignore your analytics, but instead to use the data you have to make informed decisions regarding quick fixes for SEO.
We want to dig into that a bit more, as understanding your audience through analytics will benefit your site in many ways – not just SEO rankings. Think of your analytics as an online focus group, telling you what content is most compelling, ideas for future content, and which pages need work.
It’s not as easy as it used to be to see which organic search keywords were driving the most traffic to your site in Google Analytics. You’ve probably noticed in the last couple of years that the vast majority of your keywords are categorized “(not provided)”. Perhaps we could suggest they rename that (not helpful)?
Follow the steps to link your Google Analytics account to your Google Webmaster Tools. Log into Google Analytics, and click Acquisition – Search Engine Optimization – Queries. Then follow the instructions to enable the Webmaster Tools. Here is a little more background from Google Support, if you need it.
Once you do that, take a look at QuickSprout.com’s 3 reports you can use to generate more SEO traffic. Pay particular attention to the spreadsheet the author suggests you create, cross-referencing your top landing pages with your top organic search keywords. By then focusing on the low hanging fruit – pages with lots of traffic, but with low SE rankings and/or low CTR