Website SEO Analytics – What Matters?

We’re in the digital age. That means a well-optimised website and solid online strategy are crucial for businesses to improve online visibility and reach their target audience. Achieving this is no mean feat and requires a firm knowledge of website SEO analytics to pinpoint a successful SEO strategy to improve your online presence and reach your SEO goals.

The SERP (search engine results page) is a competitive market, and securing your home on the rankings requires a digital marketing strategy compiled of SEO tools, knowledge and data analytics.

To pinpoint your website’s online performance and develop a tailored strategy, it’s important to analyse key metrics that matter and can progress your business. In today’s piece, ROAR will discover the key website SEO analytics which matters for business growth.

To truly understand your website’s SEO performance and make informed decisions, it’s important to focus on the key metrics that truly matter. By understanding these essential analytics for SEO, businesses can optimise their websites for better search performance and increase organic search traffic. So, if you’re wondering what matters regarding website SEO analytics, we’ve got you covered. This blog post includes the most critical factors to consider when implementing your future SEO campaigns.

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Website SEO Analytics to Track

Organic Traffic

Visitors to your website from organic sources and search results, are classed as organic traffic. These visitors have likely found you via organic traffic sources like search engine results pages – this typically means you are ranking quite well for some search queries.

Page one of Google typically receives 90% of all Google search engine traffic.

Using GA4 (Google Analytics 4) you can see which search term users are finding your website through.

Tracking organic traffic is important to evaluate your performance on search engines and determine if you are ranking for the correct search terms.

Conversion Rate

Conversions are actions that users have taken on your site that indicate interest and form a connection between you and them. This includes filling out a form, clicking on a phone number, purchasing a product, or downloading a resource. Conversion rate is a good indication of SEO as it means that users who find your website through their search journey see that it is relevant and offers what they want.

A typical “good” website conversion rate falls between 2% and 5% across all industries.

You can measure your website’s conversion rate by dividing the total number of visitors to your website in a period by the number of users who took an action.

Search and Local Visibility

Search and local visibility are accurate SEO metrics as they provide insight into your visibility on search engines. Local visibility is the searches your website appears for within a local search using local SEO tactics like optimising your Google My Business can support this. Search visibility is where you appear on SERPs for relevant keywords to your industry or niche, that do not necessarily rely on local connections.

To measure search performance and local visibility, you can use SEO tools like Keyword Explorer (Ahrefs, etc.) to determine the keyword traffic share or through a deep analysis of traffic and CTR.

Crawling Errors

Crawling errors are the issues that search engine bots encounter on your website as they try to access your web pages. Issues include firewall or IP issues and server maintenance or issues. These errors prevent search engine crawlers/bots from fully indexing your website and leave them unable to accurately rank your website on SERPs.

You can investigate the crawlability of your website by testing canonical tags, monitoring server availability, finding duplicate content, identifying non-follow links, and checking your web pages for non-index tags, etc.

CTR and Bounce Rate

Click-through rate is the number of users who clicked through SERPs and landed on your website. Bounce rate is the amount of users who visited your website and left after visiting one page. This can be a strong indicator of SEO as it indicates whether your website has been optimised, whether user experience is poor or if your website appears for the incorrect search terms.

Although users may be clicking through out of interest, once they land on your website, are they provided with relevant information? Is your website easy to navigate? Does it load within 3 seconds? If not, your website may suffer from a high bounce rate.

These key metrics can measure bounce rate through Analytics tools like  Google Analytics 4 – Behaviour – Site Content – Landing Pages Report.

Page Load Speed

Page load speed directly affects the loading time of a website on both website and mobile. Facts like web hosting, web page size, and images can affect page load time, which can give off a negative user experience. A fast-loading website is critical to the successful optimisation of your website as it can affect how users see your brand – 85% of mobile users expect pages to load as fast or faster than they do on a desktop.

Page load speed can increase your bounce rate and prevent users from visiting your website and services in the future.

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