How to Use Google Analytics to Boost Your SEO

In the ever-evolving landscape of digital marketing, the role of analytics in SEO cannot be overstated. It’s the compass that guides us through the vast ocean of data, helping us to discern patterns, identify trends, and make informed decisions that propel our websites to the pinnacle of search engine results. This narrative is not just about listing Google Analytics reports; it’s about understanding their essence, how they interlink with SEO strategies, and how they can be leveraged for maximum impact. Through a blend of personal anecdotes and expert insights, lets embark on a journey to explore these 15 invaluable reports.

Using Google Analytics for SEO

By reading this article, you will learn:
– How to find the top-performing pages, keywords, landing pages, countries, devices, social media platforms, traffic sources, blog posts, exit pages, internal and external links, site search terms, events, custom dimensions, and custom metrics for your website using Google Analytics.
– The role of analytics in SEO and how Google Analytics can be used to boost your website’s search engine optimization.

How to Use Google Analytics to Boost Your SEO

How to Use Google Analytics to Boost Your SEO

Google Analytics is not just a tool; it’s an oracle for SEO specialists. It reveals the unseen, offering insights into user behavior, traffic sources, and content performance. However, the magic lies not in accessing this information but in interpreting it to make strategic decisions that boost SEO. My journey into SEO was revolutionized the moment I began to see Google Analytics not just as a repository of data but as a guide.

1. Find the top-performing pages on your website

Identifying your top-performing pages is crucial. It tells you what works, what resonates with your audience, and, importantly, what drives conversions. Early in my career, I discovered a blog post buried deep within the site’s architecture that was driving a significant amount of traffic. This insight led to optimizing the page further for SEO and using it as a model for future content.

  • Insider Tip: Look beyond just the pageviews. Analyze the bounce rate and average session duration to gauge engagement.

2. Find the top-performing keywords for your website

Understanding which keywords are driving traffic to your site is SEO gold. Its about knowing the language of your audience and the queries they use to find your content. I once overhauled a website’s content strategy based on keyword performance insights from Google Analytics, leading to a 50% increase in organic traffic.

  • For detailed keyword analysis, integrate Google Search Console with your Analytics account.

3. Find the top-performing landing pages for your website

Landing pages are the first impressions of your website. They’re pivotal in converting visitors into leads or customers. Analytics helped me identify a landing page with a high drop-off rate, prompting a redesign that doubled its conversion rate.

  • Insider Tip: Pay attention to the conversion goals for each landing page to measure effectiveness accurately.

4. Find the top-performing countries for your website

Knowing where your audience comes from can significantly influence your SEO strategy. Tailoring content to specific regions or optimizing for languages can tap into new markets. A surprising spike in traffic from a non-target country led me to translate some pages, capturing a new audience segment.

5. Find the top-performing devices for your website

In a mobile-first world, understanding device performance is non-negotiable. A deep dive into device analytics once revealed to me that a significant portion of mobile users were bouncing off due to poor page load times, leading to an immediate and necessary site optimization for mobile.

6. Find the top-performing social media platforms for your website

Social media drives both direct and indirect SEO benefits. By identifying which platforms are bringing in the most traffic, you can tailor your social media strategy to leverage these channels more effectively. An analysis revealed to me that despite our focus on Facebook, it was actually Pinterest driving the most engaged traffic.

7. Find the top-performing traffic sources for your website

Understanding your traffic sources be it direct, organic, referral, or social is key to optimizing your acquisition strategies. A surprising insight was finding a niche forum driving more traffic than some of our paid campaigns, leading to a reallocation of resources and a new community engagement strategy.

8. Find the top-performing blog posts on your website

Your blog is often the heart of your SEO strategy. Identifying which posts perform best can guide your content calendar and strategy moving forward. A yearly audit based on this data has become a cornerstone of my content strategy, ensuring we always hit the mark with our audience.

9. Find the top-performing exit pages on your website

Exit pages can be just as informative as landing pages. They tell you where users are dropping off, potentially highlighting issues or opportunities for optimization. A high exit rate on a key page led to an A/B testing campaign that significantly improved retention.

10. Find the top-performing internal links on your website

Internal linking not only helps with SEO but also with user experience. Identifying which internal links are clicked the most can highlight pathways users prefer, guiding content structure and navigation improvements. This was a game-changer in optimizing my site’s architecture for both users and search engines.

11. Find the top-performing external links on your website

External links are a testament to your sites authority and relevance. Knowing which external sites are sending you traffic can uncover partnership or backlink opportunities. It was an eye-opener to discover a high-value backlink from a site I had never engaged with, leading to a fruitful partnership.

12. Find the top-performing site search terms on your website

Site search analytics offer a direct window into user intent. This data is invaluable for tailoring your content and SEO strategy to meet user needs. Implementing changes based on these insights significantly improved my site’s user experience and engagement metrics.

13. Find the top-performing events on your website

Event tracking can reveal user interactions beyond page views, such as video plays or downloads, offering deeper insights into engagement. A focus on optimizing pages with high-value events led to an improved content strategy that boosted both traffic and conversions.

14. Find the top-performing custom dimensions on your website

Custom dimensions allow you to go beyond standard analytics to track metrics specific to your business needs. This can unearth unique insights into user behavior and preferences. For me, tracking user types revealed distinct content preferences between segments, guiding a more targeted content approach.

15. Find the top-performing custom metrics on your website

Similar to custom dimensions, custom metrics can offer tailored insights into performance. Whether its tracking form completion rates or specific user actions, these metrics can deeply inform SEO strategies. Custom metrics were a breakthrough in understanding the nuanced actions that led to conversions on our site.


Google Analytics is a treasure trove for SEO, but its true power lies in the interpretation and application of its data. Each report offers a piece of the puzzle, and together, they can guide a comprehensive, nuanced SEO strategy that drives traffic, engagement, and conversions. The journey into analytics is ongoing and ever-changing, but armed with these insights, the path to SEO success becomes clearer and more navigable. Let the data lead the way, but remember, it’s the human insight into that data that makes all the difference.

Common Questions

Q. Who uses analytics in SEO?

A. Digital marketers and website owners use analytics in SEO to track and analyze website performance.

Q. What does analytics do for SEO?

A. Analytics provides insights into website traffic, visitor behavior, and keyword performance for optimizing SEO strategies.

Q. How does analytics improve SEO?

A. By analyzing data, SEO professionals can make informed decisions to improve website ranking and user experience.

Q. Isn’t SEO enough without analytics?

A. While SEO is important, analytics provides crucial data to measure and refine the effectiveness of SEO efforts.

Posted in

Xavier Berkness

Xavier Berkness is the President of PERC, a renowned Digital Marketing Company. With an impressive career spanning over two decades since 1996, Xavier has earned a reputation as a leader in the field of digital marketing. He has leveraged his deep understanding and expertise in building websites to author a highly-regarded book, 'Mastering On-Page Optimization - The Secret Sauce of an SEO System.' Xavier's impactful contributions to the industry have been recognized in a Star Tribune feature, where he was hailed as a 'Mover and Shaker.' Outside the professional realm, Xavier is a nature lover who cherishes time spent near the ocean. He continues to fuel his passion for digital marketing, relentlessly seeking new knowledge and strategies every day. His combination of professional prowess and personal charm make Xavier a trusted authority in the digital marketing industry.