Creating Google Analytic Reports

Connecting your Google Webmaster Tools account to your Google Analytics account, you can track your rankings, the number of impressions your listings are getting and even your click-through rates.  Log into your Google Analytics account and click on your website URL to view your report.  Once you are in the dashboard, click on the navigation option “Acquisition”, then click on “Search engine optimization” and then click on “Queries”.

Click on “Set up Webmaster Tools data sharing” and follow the steps Google walks you through. The set up shouldn’t take more than a minute or two.  Once you complete it, you will now be able to see three reports when you head back to the “search engine optimization” navigational link.

The three reports are: queries, landing pages and geographical summary.

  1. QUERIES: Shows you all of the keywords you rank for, the number of impressions you are receiving, the number of clicks you are getting, your average ranking position and your click-through rate. Improve your traffic by increasing your click-through rate. The click-through rate is dependent on two variables: the first is your ranking position, and the second is the text you are using in your listing.  If your ranking is low on the page and your text isn’t appealing, your click-through rate may be as low as 1%.  If your ranking on the page is good and you’re listing copy is appealing, then your click-through rate could be as high as 40% or even 50% on certain keywords.  You should be shooting for a click-through rate of at least 20% on keywords that are getting thousands of monthly impressions. As for the keywords to focus on, pick the keywords that are relevant to your business and have the highest number of impressions with a click-through rate<7%. These would be your low hanging fruit. With small tweaks, you should be able to see big lifts in your search traffic.
  2. LANDING PAGE REPORT: Shows you which of your pages are ranking well, the number of impressions they are receiving, the number of clicks they are getting, their average ranking position and their average click-through rate.  Focus on the pages that have both the highest number of impressions and the lowest click-through rate are the pages you typically should be focusing on. Like the queries report, the landing page report will show you your most popular pages first. The pages that have both the highest number of impressions and the lowest click-through rate are the pages you typically should be focusing on.  Keep in mind that your overall click-through rate in this report will be much lower, typically by 2x or 3x, than the click-through rate in the queries report as this report takes into account all of your keywords instead of individual keywords.  When you look at this report, you will have to cross-reference it with the queries report. It shouldn’t be very hard as your most popular keywords are the ones typically driving traffic to your top 10 landing pages. What you need to do is plug in the following information into a spreadsheet: a list of the landing pages that have a high probability of driving you leads and sales and all keywords related to each landing page that you are already getting impressions for that have a click-through rate of lower than 7%.
  3. GEOGRAPHICAL SUMMARY: This report shows which countries your search engine traffic is coming from. Build out a SEO spreadsheet and work on link-building for the areas marked in red.
    1. Make sure you use the keyword or phrase within the landing page text.
    2. Make sure you add the keyword or phrase to your title and meta description tag.
    3. Add social sharing icons to the landing page to encourage social shares.
    4. Use Open Site Explorer to see who links to competing landing pages and then beg those sites for links using this template.

As for low click-through rates, the ones in red mean that your title tag and meta description tag aren’t very appealing. You will have to rewrite them to increase your click-through rates.

By analyzing Google Webmaster Tools accounts, you can find what the most clicked-through words are:

  1. How to
  2. [List-related numbers]
  3. Free
  4. You
  5. Tips
  6. Blog post
  7. Why
  8. Best
  9. Tricks
  10. Great

Use this list of words and phrases within your meta description and title tag, you should see an increase in click-through rates.


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