Google Analytics is something that is very important for you to understand, not just for your SEO, but for your business in general. When you can properly understand the insights provided it can help you make decisions about the future direction of your business.

The insights help you find new opportunities as well as identifying any potential weaknesses that are currently present in your SEO. To someone who doesn’t really understand, Google Analytics is just numbers. But to someone who knows, it gives you all the tools you need.

There is so much you can learn from Google Analytics, which can benefit your SEO. This article will list some of the most important ways you can use Google Analytics to improve your SEO. Check them out below:

1. Observe Mobile Traffic

No matter what type of business you run you are likely to see an increase in mobile traffic, and with Google placing more emphasis on mobiles, it has never been more important to observe and understand your mobile traffic.

When monitoring your mobile traffic one of the most important things to look at is user engagement. This will give you a pretty good idea of whether or not users like the mobile version of your website.

Look at metrics like the bounce rate, and compare it to that of your desktop users, as well as the amount of time spent on that page. If these metrics are positive then this is also sending a good message to Google that your site is being well received. If not, you’ll have to look into ways to make some improvements.

2. Bounce Rate

As touched on in the previous point, your bounce rate is a pretty important metric to look at. Don’t stop after looking at your overall bounce rate, make sure you peel it back layer by layer to understand which groups of pages have a higher bounce rate then others and understand why.

There are many reasons why a use may bounce off a site. You may not have the information they were looking for, or your site was taking too long to load. You’ll have to investigate different methods to see which solution(s) are appropriate.

3. Custom Segments

This is an area in Google Analytics that is certainly worth looking into. You can set these segments up virtually however you want and show exactly what you are looking for. Have a think about what the goals of your business are and this will help you determine the custom segments you establish.

It is a good idea to get a better understanding of who your audience is by going into the “Audience” section. You can see important demographic figures like the age of users as well as their gender. You can also compare this to different dates to understand how your audience has changed.

4. Understand Top Performing Pages

After a review of all your pages you should be able to identify which ones are performing better than others. Think about which pages are converting better and why. Once you understand the factors that make the page a top performer you can then try to replicate this on your other, less successful pages.

As well as understanding your top performing pages, you also need to be on the look out for your poor performing pages. Do not let these slip through the cracks. You’ll need to work hard to ensure you can boost their performance to the top level.

If you have a couple of pages that are showing a decline over an extended period of time, then you can try to make some small changes. But if you see that a number of pages are declining, there may be a bigger issue here and there may be some technical problems with those pages and even your wider site.

5. See What Users Search For

If you have a search bar on your site this will provide valuable details on your users. By checking in and understanding what your users are searching for, it gives you a lot more opportunity to see what people want.

Not only do you get a better understanding of what people are searching for, but also how many people are searching. Obviously, you want people to use the search function – that’s what it’s there for. But if too many people are using it, this could mean there’s a bigger issue, like your main navigation isn’t working.

As well as this, by seeing what a user searches for can also provide you with your next content opportunity. You only want to write about things that people actually care about. So using this method you know you aren’t wasting your time.

Also, if you find that a lot of people are searching for a particular service or product, you could have that feature on the home page in order to give the user what that want as fast as possible.