One of the great benefits of online marketing is that you can measure your efforts and calculate the effects of your efforts. Understanding analytics for SEO can be tremendously helpful in measuring key performance indicators and the following resources can help you become more knowledgeable in this area.
Ian Lurie provides a great overview and approach to SEO analytics. The key takeaway: work on developing simple and actionable insights from the data. Ian uses tools like Authority Labs, SEOMoz, Screaming Frog, and Xeno to gather data. He advises that you track metrics like: non-branded visits, time on site, social media metrics, unique ranking domains, and rankings. He also suggests learning some programming using Python which can save a lot of time.
A Beginner’s Guide to Conversion Goals in Google Analytics Search Engine Journal
Key takeaways: Conversions can be non-sales events like email subscriptions, contact form completions, watching a video, etc.
Microsoft Excel for SEOs Distilled
An excellent guide for becoming an Excel ninja by the smart folks at Distilled. If you can use Excel, it can be one of the most useful tools in your arsenal for analyzing website data.
How to Use Advanced Segments in Google Analytics to Isolate SEO Problems [Tutorial] Search Engine Journal
An in-depth tutorial for learning how to leverage advanced segments to analyze your site’s data. Why are advanced segments in Google Analytics helpful? It allows you to view data only from a specific type of visitor (for example visitors who viewed a video and then viewed a product page). It also explains the steps for setting up an advanced segment in Google Analytics. Key takeaway: in meetings data usually trumps opinion.
This Is How You Easily Setup Actionable Google Analytics Dashboards Search Engine People
Key takeaways: A Google analytics dashboard can give you a quick high level view on whether you are making progress with SEO. Some good metrics to look at include time on site, bounce rate, and branded vs non-branded search traffic.
Key takeaway: the issue with not-provided keyword data will continue to get worse for search marketers and many sites may see 75% of their search traffic as not-provided.
The SEO’s Guide to Google Analytics 5 Search Engine Journal
A comprehensive 3-part guide on the new version of Google Analytics focused on SEO. It describes some of the key changes in GA5 and new features. Key takeaway: you can now see visitors from different geographic locations.
Great tips on using Google Analytics to learn some useful insights and some really cool tricks to try out.
SEO Metrics for Publishers: How are You Tracking and Measuring Success? Adam Sherk
A good overview of SEO analytics for publishers. Key takeaways: rankings should not be a primary success metric due to personalization. Monitor number of pages with at least one visit during a period of time to measure indexation.
Do you have any additional resources to share? Please add them below in the comments.
Charles Sipe is the Director of Search at Sparkplug Digital. He enjoys working on link building, creating great content, and always learning new things about online marketing. Twitter: @charlessipe
Feel free to contact us with any questions at info(at)sparkplugdigital.com