Gemma Berry
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Measuring the progress of your SEO strategy is a must, so you can react quickly to what works and what may need changing. Step forward, Google Analytics.

In recent articles of this series, we covered how to identify SEO keywords with Google Adwords, Google Trends, content topics with Ahrefs and efficient ways to apply this information with Screaming Frog.

Following the implementation of your SEO campaigns, don’t forget to measure your progress. Enter: Google Analytics.

Google Analytics presents data about the performance of individual pages and links on your website. It assembles this into a free, user-friendly interface. The service can identify what aspects of your SEO strategy are performing well or may need improvement.

What data does it actually show me?

Primarily, Analytics tells you how many people have viewed individual pages on your website and where they’ve come from. It subdivides this into organic and non-organic traffic – the latter is from paid sources.

It also lets you see where these web visitors are from geographically, how long they stayed on your website and which pages they viewed.

For websites that offer direct sales options, the Analytics e-commerce function allows you to track your sales productivity. You can see which products are performing best, what kinds of viewers are drawn to each product and how many direct conversions your SEO-configured content is delivering.

How can this tool optimise my digital marketing strategy?

Optimising your website’s SEO takes time and attention to detail. Now, you can see which keywords are improving organic traffic on your websites. Consider changing or editing keywords that provide less traffic and including more of those that are performing well.

In a more general capacity, it also gives you a good understanding of what kind of content is engaging people on a human level, so you can experiment with different styles and brand tones to get the most out of your website.

Google Analytics is a complex tool that does take some time to get used to. But once you understand how it works, you’ll find an excellent level of oversight over your website’s performance.

For more information on Google Analytics, or for help and friendly advice on any aspect of your marketing strategy, contact Culture Republic.