How SEOs Should Use Google Analytics

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- [Instructor] Google Analytics has dozens and dozens of reports...
- [Instructor] Google Analytics has dozens and dozens of reports but as SEO, what reports should you be looking at? Hey everyone, I'm Neil Patel. And today I'm going to break down the basic reports that you should be looking at as SEO. (upbeat music) Now, before we get started make sure you subscribe to this channel. And if you're on YouTube, click the alert notification. Now, of course, the first thing that everyone knows to look at if you're SEO is your conversion rate, if you have goal tracking set up in place, great if you don't no worries, you can always end up setting it up, but all you do is go on the left side you click on conversions, you click on overview and boom you can end up seeing your conversions for whatever you may be tracking or you may not be tracking. And I recommend just set it up and you can end up seeing what's converting, what's converting by channel, what's working, what's not, here's the example of goal completions, that's idea of, hey, what's working, what's not, what pages are and what you need and fixing that's great for SEO. But what most people aren't looking at and this is where I would start off within your Google Analytics account is your week-over-week results. So here's what I mean by that, right? So if I click on real-time overview you'll end up seeing all right how many people are coming to my website right now. If I ended up clicking on the home button you'll see a screen like this, which has a combination of real-time and your traffic more so week-over-week, and you want to see how you're doing week-over-week. And don't just look at it as pure traffic look at it from a country-specific crackerjack or a SEO specific sort of traffic, and here's what I mean by that. So I get traveled from all around the world, Just because I'm assuming you do as well, whether your website's just in English or multiple languages like mine, you can still get traffic from all over the world. For example, in English, there's people who visit my site from the UK
Or from the US, or from India, for example even Canada or Australia.
or from the US, or from India, for example even Canada or Australia. Now my ad agency, Neil Patel Digital, at the moment we don't have offices in all those countries. So for example, if we get more UK traffic although I love it and eventually we'll expand there, it doesn't necessarily really help us. So one thing I like doing is looking at how I'm growing or not growing week-over-week within the specific regions that I'm targeting. So I'm going to compare March 18th to March 11th as you can see, I'm getting more traffic, 7.12% so not too bad, but if I scroll down and I click on country under demographics, you can see, all right United States, great, I'm getting more traffic, this is one of the main areas that I want more traffic from. And I then go back, I change the March 11 dates which I selected the compared to and then I'll click on the fourth, right? So I'll just go up. And I want to see how I'm trending 7% more traffic United States a little bit more traffic, not much more. And I'll go and do that and I'll start going, week-over-week that specific day. And you'll notice a trend here, down 5.18%, right? In the United States traffic, even though total more traffic down in the United States, 17 up 9% but down again in the United States, right? And I'm going to keep going back and you'll notice that over the last 30 days, I'm starting to lose more and more traffic from the United States. Now, at first you may freak out and you're just like, wait, what, that's, something's going wrong? Because what most marketers do is they just look at the total traffic and they're not looking at the total traffic that they can convert or qualify traffic. So I'm getting more traffic from Brazil, we do work in Brazil, so that's great but I still generate more income from the United States due to the currency exchange. So I want to focus on the regions that are making me the most, right?
Which would be in this case United States.
Which would be in this case United States, I'm not saying the other countries aren't amazing I'm just saying it happens to be where we tend to just generate more revenue from the United States. If you have access to multiple Google Analytics properties, which I do, and if you don't you should talk with other members within your community. This is one of the big things that people should do is they can go look at other sites or talk to other people and see how they're doing week-over-week. So here is me comparing my site March 18th versus February 10th. I'm going to do the same thing for Crazy Egg in which I click the compare button right in the date range. So 18 to February 11th and let's see if I clicked the 18th to February 11th you want to make sure it's the same day, week-over-week. So if it's a Thursday, you need compared to Thursday. And if you look at that United States down 12%, down for me 6%, both sites. And when I do this for Crazy Egg and I compare, you know even like the 25th to the 18th, 25th is a Thursday just making sure, down 12%, UK, 11%, this has been happening for a lot of the sites in the marketing niche. And I know a few other players in the marketing niche some are not direct competitors, some are just software solutions or in other verticals marketing are just blogs that just give free information. But by asking people this and comparing that's one of the first things that you should do to see how you're growing week-over-week, because it's deceptive. If you look here, you see a total number of users increasing, which is great, but if I'm losing traffic in the main region that I care about you know, most margin part, hey, we're up 12%, well, you're kind of down in the main region that makes you money, so that's kind of all that matters. The next thing I want you to look at is your overall search traffic. And I want you to do it in two ways. So the first is, I want you to just go to
Acquisition campaigns.
acquisition campaigns, organic keywords and you can see how your search traffic is doing again on a regular basis. And the higher it goes, the more up it goes the better off you are, that's a good trend to look at. And I recommend looking at this over time and extending it out. So let's say, look at it for, the last six plus months, I recommend you look last year or so. And you just want to make sure overall you're increasing which seems pretty healthy in a positive direction, but as you scroll down and I want to do this on purpose and I added a lot of dates or a long date range because you can see there's a lot of junk traffic, this really isn't search traffic. So another thing that I recommend that people do is go to the Search Console, and I'm loading it up here may take a little bit just because of a lot of data and see how you're performing within Search Console. So let's say I do last 12 months because as I mentioned I recommend that you check out the last year and you can see this, similar to what I ended up showing in analytics it's increasing, which is good, Search Console tends to remove all that junk bot traffic. But I also recommend you filter by the country, so you click on new, click on country, and you click on United States or any country that you're targeting. Typically that list that's ordered the ones at the top is where you get the majority of your search traffic, as you go down on the list you'll get less and less. As you can see here my United States traffic for the rest year or so it climbed up, but this was during, when COVID was really booming or first coming around. So it was during that down period, if I extended a little bit more out, you can see how during that COVID period, I started losing a little bit of traffic, and I'm just extending it a little bit so you can end up seeing, but yeah, so it's a little bit better then COVID. Then once everyone started working from home traffic boom, then it started flattening out, started going up
And then started flattening out again.
and then started flattening out again. I do think some of the reasons why my decline right now is industry related and some of it is not really seasonality, but quote unquote, external factors that I can't control like a lot of people staying at home due to coronavirus. So those are some of the reports that are at first look out. Another report that I like looking at is real-time. And if you have enough time traffic, you can click on real-time then content, you can see where majority of the people are spending their time. Another report that I like looking at is, as a SEO is your overall traffic, if it's coming from desktop or mobile. Because if you're monetizing your traffic and you have elements for conversion optimization you have to check to just make sure that you're doing it for all the mobile stuff as well. Because on my mobile site I had conversion optimization elements but then when I was looking at my real-time, I realized that most people are actually looking at my amp pages, look at this, slash amp, slash amp, slash amp. And I didn't actually monetize my amp pages because here's what they look like, I'm going to pull up my, this is my desktop device but I can show you what I amp page looks like by just putting slash amp at the end of my URLs. So here's example of one of my blog posts, and here's what it look on desktop. With amp though, which is where a lot of people were coming to, it was just basic and there was no monetization, it was just the content. So I wasn't actually making much money from my mobile traffic, even if it was coming from the United States. And from that, I learned that, hey, I should put some top bar to monetize, so I put that call to action that slides with you and I put a bottom one, and this says click to get more traffic and if someone clicks it just takes them to my consulting page. But I did that and I started generating more conversions from mobile, specifically my mobile SEO traffic. But those are some of the places I would start off with within your Google Analytics conversions.
Everyone should already have set up if you don't have that set up.
Everyone should already have set up if you don't have that set up, I recommend that you set it up. And then the rest you can check out and start looking at some of those reports. The big one to really check out as a marketer and SEO is the week-over-week, and specifically how you're doing week-over-week during that same day, and how you're doing so you would compare, let's say Thursday to Thursday and you look at it based on regional-based traffic which is where you're making your money from. If you need help with your analytics check out my ad agency, Neil Patel Digital. If you enjoyed this video, like it, share it, tell the people about it, and sorry for the background noise, I have a baby and during COVID, I don't want to tell my baby to be quiet because I would feel that's a little bit rude on my end and I love my child. So thank you very much, and again, if you have, have any questions, leave a comment. If you enjoyed the video, like it, share it, thank you for watching.

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