SEO is about increasing the reach of your website. If a person is searching for “cars” in Google, and you have an ad showing up at the top of their search results, then you just made their experience of visiting your website much better than it was before. SEO activities like this can help your business grow in a big way. The best companies that I've worked with are those that focus on making sure that they're being seen by as many people as possible via search engines and social networks. Here are some ways to streamline your SEO analytics reports to improve SERPs.
A lot of companies are using SEO Analytics reports to help them manage their campaigns but many overlook a few basic things that can make a huge difference in how well your campaign is performing. Whether you're an experienced SEO manager or a startup just getting started, this guide will help you figure out the best ways to use reports, their value, and why they’re so important.
Analyze Average Time on Page to Improve Content
Most people focus on the bounce rate (a great metric, to be sure), but Average Session Duration and time spent on individual web pages can be even more useful.
By looking at how much time users spend on any individual page you can identify why visitors spend little time on it.
You can also see if any particular page is getting a lot of traffic from people who are spending very little time there.
Poor visual presentation
The content may not be scannable or presented clearly enough. Some good ideas are to use headings, short paragraphs, and lists, and provide a table of contents to ensure visitors can find what they’re looking for easily.
Inconsistent formatting
While this is not necessarily the fault of the designer, it can make the page look unprofessional and disjointed. This could be due to a lack of consistency in font size, line spacing, and margins. Use tools like Word or Microsoft Publisher (Mac) for professional-looking documents.
Poor layout
This refers to how the website looks when viewed on any device such as a computer monitor or mobile phone. For example: does the website have a standard layout that can be easily read by all visitors? Or does it have one page after another with no discernable flow between them? A website that is difficult to navigate and follow will not do well in search engines because people will not find it easily!
Identify Optimization Opportunities with Google Search Console
The Queries report in Search Console will show you keywords that are leading people to your website and help you identify opportunities for search terms you could work on to improve your ranking.
You want to look for terms that have high impressions but low clicks, have a low CTR and are close to ranking on the first page of search results. For example, if a keyword has 100K impressions but only 1K clicks, it’s not a good sign. Similarly, if a keyword has a high CTR but is still getting relatively few clicks, that too might be an indication of poor user experience and suggest that there may be room for improvement.
Mobile Friendliness
Mobile users are becoming an increasingly important group of people to target in your website’s content and messaging. To check mobile-friendliness you can use Google Search Console.
Mobile users have a higher rate of conversion than desktop users, so it makes sense to focus on mobile-friendly websites for businesses that want to increase their online visibility.
Google has announced that it will be using mobile usability as a ranking factor in its search results. If you’re not using responsive design, your website isn’t going to be mobile-friendly.
Monitor Your Website’s Speed
Site speed is another ranking factor that’s becoming more and more important. Google specifically states that they are looking for sites that load quickly, as well as are able to handle high traffic volumes.
A slow site will make it difficult to find what you’re looking for. It can also cause the user to leave your website and go elsewhere. In fact, according to Google, if a user waits longer than 3 seconds on a page with a slow load time, they’ll be more likely to click on another site.
Google also notes that their search results are much faster than before due to the fact that they have more pages indexed than ever before, so if your site is slow loading or taking too long to load, you could be losing out on potential customers who may have decided not to visit your website at all.
Use Internal Site Search to Your Advantage
Internal search is a great way to improve your site’s SEO and user experience. It can also increase organic reach and draw more traffic, which will all lead to higher conversions.
Let’s say you’re running a website that sells e-commerce products. You may have hundreds of products in your catalog, but if only a few are browsable by visitors, it’s not much use.
To increase organic reach and attract more visitors, you need to show your customers what they want to see before they land on your website. Internal search is a great way to do that.
I hope these insights into a few best practices for SEO data analysis help you to better leverage the reports your SEO tools give you. It may seem tough to get started, but once you do make use of a reporting tool and familiarize yourself with how it works, you will likely be able to harness valuable insights that will allow you to optimize the performance of your site.
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