Friday, October 14, 2011

Better SEO with New Google Analytics Integration

The last couple of months have brought some great advancement in the Google Analytics reporting system such as:

Multiple (and custom) dashboards – we can now setup many (up to 20) different dashboards for each profile in Analytics. This is great because you can group key metrics into easy access dashboards. Some examples include revenue, visitor engagement or important sources of traffic.
Widget based dashboards – we can now create really targeted widgets for data includes top content tables, traffic source timelines or keyphrase pie charts.
Agile custom reports – Google now let you share custom reports across multiple website profiles in Analytics.
Advanced segments –as above advanced segments can now be shared across multiple profiles and accounts. A new and much welcome advancement to the system.
Analytics Intelligence – we have a new wealth of alerts and filters available to create automated alerts that will then be emailed or text messaged to you, so if your visitors via paid search drops by 10% in any 24 hour period you will be alerted and then have quick access into that specific report.
Realtime Analytics – Google analytics has recently announced that they will start delivering traffic stats in real time (previously Analytics was approx 12 – 24 hours behind).
Above are just some of the recent advancements in Analytics, but there is one other that I wanted to mention – Analytics and SEO integration. I know what you’re thinking, oh yes!

There is a new tab in the new version of Analytics called search engine optimisation, in there you can see a whole host of new data previously only available in Webmaster Tools and more importantly you have the ability to compare that data against all of the other metrics available in Analytics.

This post gives you a good overview on setting this up in Analytics. Then you will get loads of lovely reports like search query impressions to clicks and average position to click through rate:

From this report you can drill into all sorts of useful information:

What pages are more visible in the search engines?
What queries are searched for a lot?
What keyphrases could you improve to get more traffic?
What percentage of search traffic brings users to targeted landing pages?
Also, what percentage doesn’t?
This gives us much more insight into the relationship between pre-click and post-click site engagement. Look to Google to further add to these reports in future and further integrate with the rest of the reports in Analytics.

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