The SEO Google Analytics report provides website owners and SEOs with information that we sorely need. Ever since Google has been blocking us from seeing the top keywords that contribute the most traffic, SEOs have been using the SEO report from GA instead. Here’s a guide to how you can get more traffic from the insights of the first part of the report, the “Queries”.
What is the Queries report?
As the name suggests it displays all the keywords that your website ranks in. But coupled with that info is the number of site impressions, clicks, click-through rate, and SERPs (search engine results page) ranking.
How do we dissect this information?
Really the important information you need to see here is not just the keywords you rank for, it is the click-through rate. This is the closest thing to the detailed traffic report sorely missed in the regular GA report of incoming traffic from keywords. So how do you increase your click-through rate?
First, think of all the things that might affect it:
– Obviously, one factor is how high you are ranked in the SERPs for the keyword.
– Another is the relevancy, popularity, and currency of the topic your page is displaying in the text. This will depend on the keyword you rank for (think of what people typing these keywords are looking for).
– Another reason is how well stated or how catchy the displayed text really is.
Look at the last two factors. Both of these will be fixed by tweaking your meta description. It needs to be well written. The more interesting, useful, and current your topic is, the better. This is what will make people click.
These factors will make or break your click-through rate. At this point, you now know which keywords to try and promote.
More insights to keep in mind
If your meta description copy is well written and has a good and relevant topic to the keyword it appears in, then your click-through could potentially go as high as fifty percent. Of course, that comes with time and work. To set a bench mark, the ideal, healthy rate should be at around 19-21 percent (if you are looking at keywords with more than a couple of thousand impressions in Google).
Another thing, if you want to work on just a handful of the keywords for increasing click-through, pick those that are truly related to your site’s niche. Obviously, you should consider those with the biggest number of impressions but has relatively low click-through (lower than eight percent).
The information this report gives out is late by around two days or more. Just keep that in mind and factor it in whatever other insights you want to get such as impact of events or promotions dates to traffic.
Lastly, mind that the report is already arranged from highest to lowest impressions. So keep your eyes at the top of the list. The keywords below should not be given priority but could be seen as potential topics and keywords to work on in the future.