Like any website manager, one of your goals is to increase your monthly website visits and improve your positioning on Google. SEO is a long-term job, but with the right data you can make it easier. We will see in this article how to use your Google Analytics data to improve your SEO and thus increase traffic to your site.
1. Check the loading time of your site
2. Move your site up in Google
3. Improve leaking pages
1. Check the loading time of your site
One of the major problems that will impact your SEO is a too long site loading time.
There are several possibilities in terms of loading, either it is a general problem on your site, or it is specific content that has a problem.
In both cases, it must be corrected quickly. Here’s how to find this problem:
Go to Google Analytics> behavior> site speed> overview.
In the screenshot above, the loading time is calculated on a sample of 1517 page views. We see that the average time is 9.62 seconds. The ideal is to be around 4 to 5 seconds. By comparing with other data, such as the average load time of the page which is 0.21 seconds, we can think that it comes from the site itself or from the server. One way to refine this thesis is to do a test with GT Metrix for example. The screenshot below shows the result obtained after testing.
So this is not a site issue, even if looking at the GT Metrix improvement proposals there are clearly server settings to apply.
So we will look at the pages in detail.
To do this, we return to Google Analytics: Google Analytics> behavior> site speed> page load time
You will get the following results. The data tells you which pages are taking too long to load. We will refine these results to get the pages that need to be reworked quickly. These are often too heavy images.
Start by clicking on the icon to the right of advanced (1) so that it changes the display and gives you the result as in the screenshot above, then click on advanced (2).
You will get the following screen:
In part 1, select “average page load time” and enter 5 in field 2, then click Apply (3. bottom left).
You will get the list of pages that have a loading time greater than 5 seconds. Remember to optimize them quickly to increase visits to your websiteng>.
2. Move your site up in Google results
Last year, we advised the site mandaley.fr to reduce the publication of content for two weeks. And take advantage of this time to upgrade their old content.
The result was final: “275% more conversions from the 17 most read articles”.
Here’s a tip to isolate your old content with the highest potential and help them reach new heights.
I assume that you have connected Google Analytics and Google Search Console. If not, and you don’t know how to do it, here is an article to help you.
Connect to Google Analytics then Acquisition> Search Console> Queries
You get the above result. You find which search queries send you the most traffic.
Then for each request you have the following information:
- Number of clicks;
- Number of prints;
- CTR (click / impression rate);
- Average position.
Google’s job is to provide the best results when asked by someone.
Visitors expect the articles in the top positions to be better, more relevant, or more complete than those at the bottom, right?
In general, this is why the elements at the top of the first page of Google are clicked more than those at the bottom.
From there, our goal is to bring up your content that responds to the desired requests, but which are on the second page. You know the one where all the corpses are buried 🙂
On Analytics, click on the “advanced” option and set the “Average position” to a value greater than “10”.
Click on apply.
On the left, the clicks are very low. Obviously, they are on the second page of Google. But just to the right, you see the potential of this content: tons of impressions.
This means that you could improve your web traffic on this content if you were in a much better position.
You know what comes next: improve your content using the skyscrapper technique or 301 redirects. All these fun things.
3. Improve leaking pages
For our final point regarding increasing visits to your website, we’ll cover the issue of pages that scare away your visitors.
Site-wide bounce rates are useless if taken in isolation.
Bounce rates for blogs will no doubt be much higher than those for commercial sites. Not only because of the content of your site, but also because of the visitor who comes to see it. Often your visitor comes after a Google request concerning a specific problem. The only way to glean an idea is to get to the bottom of it and confront it with context.
Getting a better position for a page, like in the previous step, is great. But only if these people stay on the site. If they subscribe to your newsletter, inquire or call, etc.
So let’s see which pages perform best in terms of search traffic, but fail to turn these visitors into prospects or customers.
In Google Analytics> Behavior> Site content> All pages
In secondary dimension, look for source / support.
Then click on advanced. This time, select “Source / Support” and write in the “Google / Organic” field.
The goal is to see only the best performing pages with traffic from Google. In this way, you delete all pages and all articles that work well in paid campaigns or that come through referral or other public relations campaigns.
Sort your results by the greatest number of views. Next, look for “bounce rate” and “exit%” on the far right.
Search traffic on blogs usually has high bounce rates. It’s just the nature of the beast. You get “cold” traffic who might be interested in a topic, but you don’t.
So don’t take it personally.
However, pages with a high bounce rate and a high exit percentage are problematic.
This means that your page is uninteresting.
The content does not match the research intent. It is outdated and therefore irrelevant. It’s ugly. It is not suitable for mobile phones. It is not long enough, etc.
There are lots of possible reasons. Your job is to study, modify, iterate and test. You know where to look from here.
To find this content, we will look for content with a high bounce rate via Google Analytics:
Go to behavior> site content> all pages
NB: remember to remove the previous filter
Select “page title”, this will make the data easier to read.
Then in the bounce rate column, click on bounce rate in order to have a sort by page having the highest bounce rate at the lowest.
Here’s an overview of what you can do quickly and simply to increase visits to your website.
If you want to go further to increase your visits to your website per month, we have created a more complete tutorial accessible here.