There are several analytics tools you can use to identify opportunities to improve your SEO. If you aren’t currently using these tools, you are missing out on potentially big opportunities to identify certain weaknesses in your website that may be hurting your rankings. You might also be missing out on opportunities to add new content that your potential audience is looking for. Which tools am I talking about? I’ll run through them here.
Google Analytics provides a ton of information about your website that can really help you make improvements and get you better rankings in Google. For every page, you can see the average amount of time people spend on the page, what the bounce rate is, and more. By looking at this data, you can see which pages have great engagement and which pages most readers don’t enjoy. Google uses reader engagement as an increasingly important factor for its algorithm.
If you have a page where the bounce rate is over 80% and the average time on page is under a minute, Google will see users don’t like the page very much, and you won’t be able to rank very well. As a result, I would recommend looking at the metrics for all your pages, and see which pages have a high bounce rate and low time on page. From there, you should aim to make the content better and try your best to improve those metrics. If you do, you could very well see an increase in your rankings.
Webmaster Tools provides amazing insights into what searches people make relevant to your website. You can see for each keyword phrase what position you were ranked, how many impressions the search received, how many clicks you received from that search phrase, and what you click-through rate was. What can you do with this data?
If you see that your site has a low click-through rate for various keyword searches, you know you need to make a more attractive title tag for the pages in question. If you can make more attractive title to your pages, you’ll get a higher click-through rate and potentially better rankings.
You can also get a lot of insights into keywords that you haven’t specifically optimized for. Then you can alter your site to include these keywords and get more traffic. For example, on the site findafax.com, Webmaster Tools determined the phrase “compare online faxes” was searched fairly often, but the site wasn’t optimized at all for it. After making a couple of changes, the site started receiving traffic for that keyword phrase.
Heat Map Software
Heat map software will allow you to see which parts of your pages people enjoy, and which parts people ignore. The software gives you a visualization of where readers spend time on your pages. If you see on a particular page that people tend to ignore the bottom half of the page, then you know you need to change the content and make the bottom portion more attractive. Perhaps that means adding a video or infographic in that area. Doing this analysis allows you to greatly improve your on-page metrics like time on page and bounce rate. Improving these metrics can lead to direct improvements in your rankings on Google.
Take advantage of the data that is available with these analytics tools. If you do, you could very well see improvement in your SEO and your traffic.