Google Analytics For SEO and Digital PR

If you’re at a stage where you’re confident navigating Google Analytics but you’re stuck on what to do with the abundance of data that’s at your fingertips then we have some great ideas.

 

Using Google Analytics Data In SEO & Digital PR

 

SEO Reporting

Google Analytics is something we use a lot in SEO services, because it’s a great way to see how our content is affecting website traffic. Some examples include:

 

• Traffic Source
  Utilising the acquisition reports, you can understand how organic search is performing compared to other channels in that month. This gives you a good insight into any paid campaigns that may have interfered with SEO efforts or help understand if brand awareness is driving traffic straight to the site.

 

• Contextualising Figure Changes
  Overall, the data can be a great way of telling a story with your SEO report. You can use the tool to compare year on year trends to spot any seasonality and get to grips with what the site’s norms are to explain your monthly organic figures.

 

• Popular Content Analysis
  The behaviour reports show which content users are interacting with the best and tells us what’s keeping them on the site and what’s losing their interest. This can help inform content strategies and campaigns to understand what the site users want or need.

 

• Product Purchases
  Conversion reports can help see which products are most popular in a selected date range and understand if this is based on internal linking changes or marketing campaigns.

 

Audience Personas

When it comes to content marketing, the more data you can use to inform both on-site and off-site content the better. Using GA data to create audience personas gives marketers access to specific details of who is coming to the site and helps humanise the target audience of the content.

 

Campaign Ideation

Similarly, the data extracted by GA can help inspire campaign ideations. Whether that’s using audience data to see what other markets pique their interests or understanding which key awareness days will resonate best. You can also understand which products are most popular and understand what the audience is spending their money on.

There are plenty of possibilities to build solid data-backed campaign ideas.

 

Tracking Key Events

Using the annotation tool on the Google Analytics timeline can help mark key dates, events, Google updates, content uploading dates or campaign outreach. This is great for client teams so everyone has visibility on key moments affecting the data and also great if your memory isn’t too good!

 

Reactive Marketing

Finally, Google Analytics data is a great way for marketers to stay reactive, which is why it’s a great tool to use in digital PR services. For example, if a particular landing page drops in traffic or more users are bouncing from it you can use GA to understand the context around why and be inspired by ways to avoid it.

This doesn’t just work for onsite content either. Using GA you can compare data week on week to understand changing trends that can be the perfect, bespoke data set to inspire a reactive digital PR piece.

Overall, taking a step back from the plethora of data Google Analytics provide can help you navigate ways to put it to best use to help clients stand out from the crowd and create tailor-made marketing that will resonate with the site’s exact audience.

 

If all these tips have made you feel a bit overwhelmed and you’re in need of a Google Analytics refresh, check out our blog on Navigating Google Analytics.