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How to use analytics in the SEO process?

7 minutes of reading
How to use analytics in the SEO process?
Category SEO

Optimization and positioning can be tricky to get right, even for the most experienced marketers. With so many factors to consider and so many moving parts in play, it’s easy to lose sight of the bigger picture when you’re so focused on the little details that need your attention right now. That is why analytics and the ability to use the collected data are so important. What is worth knowing about it?


Website analytics

Search Engine Optimization is the process of optimizing your website in a way that allows it to rank higher on search engines when people look for specific keywords related to your industry or products. One of the first steps of this process, and what analytics can help you with.

One of the best ways you can use analytics is to measure your performance in search engines. This tells you which keywords drive traffic, so that you know what matters for optimizing content on your website. You should also keep track of how long visitors stay on pages, how many pages they visit and their conversion rates. The more information you have about your users’ behavior, the better equipped you’ll be to improve site design, navigation and content. When using analytics it’s important to remember that Google does not always provide accurate results when it comes to organic rankings.

What data should I look at when optimizing my site?

Basic indicators


Traffic in SEO is defined as one metric for gauging the performance of your optimization efforts. Organic traffic is free traffic, obtained from users’ visits to the website, after they have entered a phrase in a search engine and clicked on a specific website link in the SERP search results. Free results appear below paid results marked as an ad.


CTR is an acronym for click-through-rate. This refers to how often a visitor clicks on the search results for your website. A high click-through-rate indicates that people are finding your page relevant, and that you should update the content accordingly. However, it is not always the best metric by which to judge rankings because it only reflects actual behavior.


The conversion process is a customer or prospect taking an action you want them to take – it could be filling out your contact form, downloading a PDF report, or making a purchase. When you optimize your website for conversions, you give people the tools they need and information they want in order to complete that action on their own without having to call or e-mail you.

Start using data

Set up your goals

Start by determining what you want your website’s purpose to be. Ask yourself, what are you trying to achieve with this site? Selling a product or service, offering education and information, serving as a blog or news source, or engaging in activism. Make sure your goals are specific and measurable so that you can figure out how well you’ve succeeded. Then think about your audience and brainstorm ways that they might be looking for the things that you offer.

Install code on website

This is the most important part of your blog post and as such it should be read and installed. It will help you out tremendously in getting this setup. If you know what WordPress plugins are go ahead and install a plugin that helps with analytics. Once you have your analytics installed on your site, then go ahead and type analytics into the search bar on the right-hand side of any analytics dashboard.

Integrating data from multiple tools

Ultimately, integrating all of these data sources will give you a better understanding of what’s happening on your website in real-time. With the latest innovations in marketing technologies, it has never been easier or more affordable for an individual or business to market themselves online and reach their target audience. Use available SEO tools like SEMrush, Ahrefs, Screaming Frog, Moz, etc. The different results will give you a more complete, holistic view of your website.

Understanding the metrics

If you are just starting out with search engine optimization, understanding the metrics can be overwhelming. It is important to understand how they relate to one another and what they mean in order to get started on your marketing strategy. Learn about basic indicators.

Use free data from Google

The next step is to set up your Google Analytics account. Once this information has been entered, click the button at the bottom of the page that says create my analytics account. Congratulations! You now have an analytics account and are ready to start tracking data from your site. There are three main sections in Google Analytics: Audience (how many people visited the site), Acquisition (where those people came from), Behavior (what they did on your website).

Goals report

By using Google Analytics and set up goals, you will be able to see how effective your website is performing. You can identify opportunities for improvement, including which pages are not converting as well as others and which keywords should be optimized. You will also be able to measure the effectiveness of your campaign if you have different links or campaigns running. All this information can help determine what changes need to be made in order to optimize the site for a higher search engine ranking.

The traffic sources report

It is a treasure trove of data for new website owners. You should definitely check out this report often to see where your visitors are coming from, what they’re doing on your site, and how they found your site in the first place. This can help you not only fine tune your site to improve conversion rates but also learn more about what makes people want to visit you.

Check the Bounce Rate (BR). It is the percentage of visitors to a website who click on just one page and then leave. A high bounce rate means that your site may not be meeting their needs or expectations, but low bounce rates do not necessarily mean that your site is well-performing. Google Analytics can help you determine what your high-bounce pages are so you can improve them.

Behavior Flow report

This report is an overview of what people are doing on your website, where they go after they click on a link on your website, and how long they spend there. You can also see what pages have been clicked the most or used the most in a day. Those data shows you where people leave your site, so you can create content that keeps them engaged with your site longer. It should be reviewed regularly and provides valuable information about what visitors are looking for and whether they found it.

Demographics data

Demographics data in Google Analytics can be a powerful tool for refining your strategy. Understanding the demographics of who is visiting your site will help you better target potential customers and ensure that your message resonates with the right people. To take it one step further, start using demographic data about your competition’s sites as well to see where you might need to improve or how you could target specific audiences more effectively.

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Analyzing the data from your website can help you better understand your customer’s goals and buying patterns. This data can also provide insights into how well you’re performing on social media, keywords and search engine rankings, content effectiveness and more. This will provide you with a deeper understanding of what is or isn’t working in order to ultimately improve your site’s performance.

While there is not a guaranteed silver bullet when it comes to marketing, you can increase your chances of success by using analytics. By creating a feedback loop and constantly testing new things, you’ll see an uptick in traffic and get an idea for what works best for your business. The beauty of marketing through analytics is that the ROI is always visible – you’ll be able to see how well an investment has worked out just by viewing the numbers!

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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