We want to show you what exactly we are doing to improve SEO for our website. Tools that we are using are completely free, and you can also use them for your web page.
For this study, we are going to use Google Search Console and Google Analytics. Installing these tools won’t improve your SEO or your organic traffic, you’ll just get a bunch of data. The main question is how you can use all that information? We are here to help you utilize that data and to teach you how to use these tools.
Before we start, we have to familiarize you with the main difference between those two tool sets.
Google Search Console is a tool which counts clicks and visits through Google search, which means it only counts organic traffic. On the other hand, Google Analytics counts clicks and visits from all sources.
Google Search Console
Our first step is to open GSC and click on Search Traffic -> Search Analytics
After that we have to click on the field Clicks -> Impressions -> CTR -> Position and mark them with a tick.
Next step is to click on Dates and select analyze Last 90 days. After that, we have to click on Pages and then click on Impressions to make a filter from highest impressions.
The result will be content which brings the most visitors to our page.
After we have filtered data, we will pick ten articles with the highest number of impressions.
You are probably asking yourself what is the meaning of terms impressions and CTR?
So, impressions mark the number of links to your site a user saw on Google search results, even if the link was not scrolled into view. However, if the link is not on a page a user viewed, the impression is not counted. For example, if a user views page 1 and the link is on page 3, the impression is not counted.
CTR (Click-Through Rate) is defined as click count divided by the impression count. If a row of data has no impressions, the CTR will be shown as a dash (-).
These ten articles we will use for analyzing, so follow these steps because you have to do this for all top 10 articles.
In our next step, you need to select an article by clicking on it, then click on Queries and again make a filter from highest impressions. Take a look at the photo below.
In our example, a keyword “raw honey” has impressions over 70 thousand which is pretty high, but CTR is under 3%. The main reason why CTR is not high is our position in Google result (you can see that the average position is 7).
What can we do about that?
Well, to improve CTR we can change the title of the article (we should do that by analyzing the titles of articles which are in Google result positioned higher than we are) and we can try to change a description of the article and make it more interesting in 2-3 sentences.
You have to work on improving your position in Google result for keywords with the highest impressions. To improve a number of impressions you need to share your article through different channels so it will be available to more people.
Next step, click on Countries and then analyze top 5 countries which are giving you the most visitors. For those countries, your page must be in a high position in Google result. Also, now we have to mention “time“, you need to check how long is needed to load your page in these countries (check the step Step 5 in GA).
Next thing we need to check in GSC are links to our article. So, click on Internal Links->Chose to show 500 rows and find your article. To find your article press CTRl+F and type a keyword from the caption of your article (we have typed “raw”).
After you have found your article click on it and you will see the number of links to your content.
You have to gravitate to having as many links as possible because the higher the number of the links, the higher will Google rank your content and you will get a better position in Google results.
Next task is to open your article on the web and check out how many backlinks do you have to your web page and then check how many links do you have in total; you do that by simply counting links. This number should be as high as possible.
Our next tool is GA, so go to your project and start with a click on the All Web Site Data.
Next step is to set the period for which we want to analyze our article. So, click on the Behaviour -> Overview -> Date. Here you can also compare Date to the previous year or some other period interesting to you.
Now find your article below and click on it. If your article isn’t in top 10 results in GA, click on any article, then click on Drop Down Menu and find your article by typing a keyword from the caption of the article you’re analyzing.
To analyze an article click on Secondary dimension -> Acquisition -> Source.
After you do that your screen should look like the photo below.
What can you see from the photo?
You can see how people find your content. In our example, most visitors come through Google (this is usually the case), but you can also see how long the visitors are staying on your article.
What can you do with that information?
Well, for example, if people from Facebook are staying on your article the longest that means that they are the most interested in your topic and you need to share your page to them.
It is very important to optimize load time in countries that bring you the most visitors (we did analyze per countries in step 4 in GSC ). Also, we can check our top countries in GA, click Behaviour -> Overview -> Country -> View Full Report and the result will be the top 10 countries that bring you the most visitors.
In our example, we have the most visitors from the US and we are going to check the time needed to load our page in the US. Just click on the country (we click on the US) and in the right corner you will see the time needed to load your page measured in seconds.
You can see that in the US our page loads more than 12 seconds (photo below) and that is a pretty bad result since our main traffic is from the US. You can check this statistic for any country and if you get a bad result (as we did), you need to fix this problem with loading page.
Learn how to interpret all significant numbers from GSC and GA and beat competitors on your own, without paying a coin to analysts.