There are a ton of tools available for SEO, but many professionals overlook Google Analytics as one of them. For close to 20 years i've ben working in SEO and still do so today. In this article, I'll walk you through how I utilize GA4's built-in reports, share some insightful tips, and guide you on setting up configurations to maximize your SEO efforts.
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Best 8 SEO Reports
Search Console Reports
SEO Search Queries
- In GA4, unlike Universal Analytics (UA), this report is the sole location where you can view your Google search query impressions, clicks, CTR, and average ranking position. It's your go-to spot for keyword checks.
- WHERE TO FIND: Reports -> Search Console -> Queries
- TIP: Make Sure that you share access between GA and Search Console - Admin -> Property Settings -> Product Links -> Search Console Links
- TIP: Sort the data by the Average Position column. Focus on keywords ranking between 10-30. Add the column for Page Path and optimize those pages further to get them to page 1.
SEO Page Traffic
- This report is similar to the queries report but emphasizes pages instead of queries with the same columns of impressions, clicks, CTR, and average ranking position.
- WHERE TO FIND: Reports -> Search Console -> Google organic search traffic: Landing page + query string
- TIP: Identify pages crucial to your business that currently have minimal impressions. Prioritize optimizing these ones.
Organic Traffic Changes Alerts (Anomaly)
- Set up alerts in GA4 to notify you via email if there's a shift in your organic traffic. This proactive approach ensures you don't have to scramble after realizing a change in your traffic only next month when you make your monthly report.
- WHERE TO FIND: Reports -> Reports Snapshot -> Insights - Create -> Create Custom Insight
Filter Reports By Organic
- It's essential to review all your reports (found on the left side) using the filter (aka comparison) set to source = organic. This way, you're viewing all reports specific to organic traffic.
- WHERE TO FIND: At the top of the Screen on any report
- TIP: When comparing, retain both "All Users" and "Organic" views. This allows for a compare metrics such as conversion rate and bounce rates to see if your organic is performing well.
Find 404s
- Discover broken links and then fix the links, creating new pages or redirecting them to more relevant pages.
- WHERE TO FIND: Reports -> Life Cycle -> Engagment -> Pages and Screens - Change First Column to "Page Title and Screen Class" and Then Add a Second Column "Page Path and Screen Screen", Plus Add Filter 404 and Hit Enter
- TIP: For optimal GA4 tracking, avoid JavaScript redirects. JS redirects drop your referrer data, causing your conversions to register as (not set) instead of the actual traffic source.
Improving SEO of Pages
Improve SEO on High Converting Pages
- Remember, the primary goal of SEO is driving organic traffic, but the ultimate aim for businesses is conversions. Focus on pages with high conversion rates and enhance their SEO to drive more organic traffic.
- WHERE TO FIND: Reports -> Life Cycle -> Engagment -> Pages and Screens - Change First Column to "Page Title and Screen Class" and Then Add a Second Column "Page Path and Screen Screen" and then scroll to right to see column "session conversion rate". If you don't have this then at top right hand side of page click on pencil icon -> Metrics and add at bottom "session conversion rate".
Adding CTA on Existing High Ranking Pages
- Re-evaluate high-ranking pages to see if you can add or modify Calls to Action (CTAs) to improve conversions.
- WHERE TO FIND: Reports -> Search Console -> Google organic search traffic: Landing page + query string
- TIP: Filter by the URL of your blog articles to pinpoint opportunities that you probably haven't converted before.
Exit Rates (aka Pogo Sticking)
- Google's priority is delivering the best results to its users. If users frequently bounce back from your top-ranked page to click on the next result, Google may infer that your page might not be the best fit. Monitor pages with high bounce rates and optimize them.
- WHERE TO FIND: Reports -> Life Cycle -> Engagment -> Pages and Screens - Change First Column to "Page Title and Screen Class" and Then Add a Second Column "Page Path and Screen Screen". If you don't have this then at top right hand side of page click on pencil icon -> Metrics and add at bottom "bounce rate".
- TIP: Enhance the key messages on your page and place them as high as possible on the page.
Title Tags
Review All
- This report allows you to see a quick list of all your title tags, so you can check for typos and consistency between all pages.
- WHERE TO FIND: Reports -> Life Cycle -> Engagment -> Pages and Screens - Change First Column to "Page Title and Screen Class" and Then Add a Second Column "Page Path and Screen Screen"
- TIP: Export this data at top right hand of page called "share this report -> download file -> csv" to work on it in an Excel sheet (export to CSV).
Duplicate Titles
- Use the same report as above and sort by alphabetical to check for duplicate title tags and fix them.
- WHERE TO FIND: Reports -> Life Cycle -> Engagment -> Pages and Screens - Change First Column to "Page Title and Screen Class" and Then Add a Second Column "Page Path and Screen Screen"
Exclude Referrals
- Ensure accurate conversion tracking in GA4 by excluding irrelevant referral traffic. This is particularly beneficial for e-commerce sites where customers navigate away from the checkout page to complete a payment and then return.
- WHERE TO FIND: Admin -> Property Settings -> Data Collection and Modifications -> Data Streams -> Google Tag -> Confiigure Tag Settings -> Show More -> List Unwanted Referrals
