3 Website Analytics Metrics to Improve Your SEO

SUMMARY

By optimizing these three website analytics metrics - organic visibility, organic traffic, and organic sessions - you can not only improve your website performance but also improve your website's search engine rankings and drive more valuable organic traffic.

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3 METRICS FOR WEBSITE ANALYTICS

In a previous article, we covered 5 business-oriented KPIs to measure the success of your SEO activities. This week, I wanted to share 3 measures related to your website performance that will help you improve your SEO as well. In this article, organic means that it is not influenced by paid advertising or sponsored promotions but instead driven by the inherent quality, relevance, and popularity of the content of your website.

1. ORGANIC VISIBILITY

WHAT IS ORGANIC VISIBILITY

Organic visibility, sometimes called search visibility or SERP visibility, indicates how website, webpage, or online content appears in search engine results pages (SERPs) without any paid advertising or promotions. It is the SEO version of the marketing KPI Share Of Voice. Ideally, you would occupy as much “digital real estate” as possible, meaning occupying as many leading positions in the first pages of search engines as possible.

HOW TO MEASURE ORGANIC VISIBILITY

Track keyword rankings and SERP features with (non-exhaustive list):

HOW TO IMPROVE ORGANIC VISIBILITY

To improve organic visibility, focus on:

1. Keyword Research: Identify relevant and high-traffic keywords to target in your content.
2. Content Optimization: Create high-quality, keyword-rich content that satisfies user intent and provides value.
3. On-Page SEO: Optimize title tags, meta descriptions, and header tags with targeted keywords.
4. Backlink Building: Build high-quality backlinks from authoritative websites to boost organic visibility.

2. ORGANIC TRAFFIC

WHAT IS ORGANIC TRAFFIC

Organic traffic represents the number of visitors who arrive through organic search engine results rather than through paid advertisements. First you will have to develop your organic visibility and have a significant presence on SERPs by improving your keyword rankings to increase your impressions. Then, you will have to optimize your presence on SERPs to improve your click-through-rate, meaning increasing the number of users who will will click on your website title on SERPs to visit your website.

HOW TO MEASURE ORGANIC TRAFFIC

Track organic traffic with:

Semrush’s Position Tracking
Google Analytics > "Acquisition" > "All Traffic" > "Channels" > “Organic Search”
Google Search Console
Your Content Management System (CMS) with Google Analytics integrated.

HOW TO IMPROVE ORGANIC TRAFFIC

To increase organic traffic, consider the following strategies:

1. Keyword Optimization: Target long-tail keywords and optimize content for search intent.
2. Mobile-Friendly Website: Ensure your website is mobile-friendly to cater to the growing mobile user base.
3. Site Speed Optimization: Improve website loading times to enhance user experience and search rankings.
4. Content Marketing: Produce valuable, shareable content to attract more organic traffic and backlinks.

3. ORGANIC SESSIONS

WHAT ARE ORGANIC SESSIONS

Organic sessions represent the number of visits on a website that result from users clicking on its links in search engine results naturally, without any direct paid advertising. In other terms, when you have visitors, make sure they come back as regularly as possible.

HOW TO MEASURE ORGANIC SESSIONS

Track organic sessions with:

Semrush’s Position Tracking
Google Analytics > "Acquisition" > "All Traffic" > "Channels" > “Organic Search”
Google Search Console

HOW TO IMPROVE ORGANIC SESSIONS

To maximize organic sessions, consider these tactics:

1. User Experience (UX): Ensure your website is easy to navigate, visually appealing, and offers a seamless user experience.
2. Site Content Structure: Organize your content logically with clear headings and subheadings.
3. Internal Linking: Implement internal linking to guide users to relevant pages and keep them engaged.
4. Social Media Promotion: Share your valuable content on social media platforms to increase visibility and drive organic traffic.

CONCLUSION

Harness the power of website analytics to enhance your SEO performance. By focusing on organic visibility, organic traffic, and organic sessions, you can optimize your website's performance, improve search engine rankings, and attract more valuable organic traffic. Continuous monitoring and adjustment based on website analytics insights will pave the way for sustainable SEO success, ultimately leading to business growth and increased online visibility.