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Using Analytics Data To Improve SEO Practices

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If you are familiar with search engine optimization (SEO), you are probably aware of the fact that it goes far beyond simply creating keyword content for your website. SEO also involves everything …

If you are familiar with search engine optimization (SEO), you are probably aware of the fact that it goes far beyond simply creating keyword content for your website. SEO also involves everything from how your HTML and website coding is written to the number and quality of backlinks you have.

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  • 1. Using Analytics Data To Improve SEOPracticesBy: Martin Armstrong If you are familiar with search engine optimization (SEO), you are probably aware of the fact that it goes far beyond simply creating keyword content for your website. SEO also involves everything from how your HTML and website coding is written to the number and quality of backlinks you have. Since there are an enormous number of factors that are involved in search engine rankings, determining where your website needs improvement can be difficult. However, by using web analytics, you can develop a detailed plan of action that will help you improve your search engine rankings. Look for Pages With High Bounce RatesThere are a number of factors that will improve your search engine rankings, but there are also severalthings that can actually lower your rankings as well. One common ranking detractor is a high bouncerate. Bounce rates are when someone arrives at your website and doesnt go to another page on yoursite. High bounce rates generally indicate to search engines that visitors are not finding what they arelooking for, which is why they can damage rankings.Through analytics data, you can see which of your pages have the highest bounce rates and look forcommon factors that could be causing them. One of the most common reasons for high bounce rates isa keyword mismatch. This occurs when your keyword content does not match what people are lookingfor, and the best way to resolve these issues is to refine your keyword choices or adjust content tomatch your visitors expectations. Doing so can improve your visitors experiences and keep your searchengine rankings high.Choosing the Right KeywordsAs mentioned, poor keyword choices can lead to high bounce rates. However, finding the right keywordsto focus on can be a challenge, especially since there are such a large number of keywords to pick from
  • 2. for the most websites. Using analytics data can help you determine which keywords you have the mostsuccess with and which ones are not worth the effort. By looking at the most common keyword searchesthat lead people to your site, you can figure out which are the best matches and therefore focus onimproving your search engine rankings for these terms.You can also use data from your bounce rate pages to help you determine if your keyword choices arematching your visitors expectations. If you find that you have a high number of visitors for certainphrases but those pages also have high bounce rates, it is not worth your effort to improve yourrankings with these terms. Additionally, following keyword entry point information can also help youtrack your success and progress with particular terms.Social Media ReferralsGoogle and other search engines have stated that they will be incorporating social media activity intotheir search engine indexing and ranking algorithms. This is mostly good news for webmasters becausewith Google demoting web pages that have large numbers of backlinks from what they consider to below-quality websites, webmasters can make up for the lost ground through social media. Analytics datacan help you monitor not only the sources of your social media traffic, be it Facebook, Pinterest orTwitter, but it can also help you track bounce rates and conversion rates for these inbound links.This gives you the ability to see which of your social media posts and shares are sending the most trafficto your website, and it can help you determine which types of posts generate the best responses.Knowing the links, landing pages and sites that drive the most traffic to your site and create the fewestbounces can help you improve your traffic, your search engine rankings and your social media marketingplans.Localized Keyword ContentAlong with incorporating social media activity into ranking practices, search engines have also begun tofocus on and promote localized content. When someone searches for something like "lawyer" or "cardealership," the top search results are now usually going to be those that are closest to the geolocationof the user. This means that webmasters who focus on localizing their content can see an improvementin their search engine rankings, sometimes above other websites that are more optimized.Still, attempting to optimize your website for every major city or geographic location would require anincredible amount of keyword content and website optimization, so it is simpler to focus on a few keylocations. Using web analytic data, you can track the geographic locations of your visitors. With thisdata, you can either focus on creating keyword content for areas that you receive the most traffic from
  • 3. or create content for areas that you would like more visitors from. Localizing your content for a fewareas can give you a huge boost in traffic and your search engine rankings without a large amount oftime or effort.

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