Before you start reading, I will warn you that this article will start with a tweet and end with a challenge. Sounds good?
From one of my favorite SEO models, and the founder of Women in Tech SEO, Areej AbuAli:
So, before you get lost in the sauce in various metrics, it is important that you understand that the goals of your business are different from you, so the way you measure your goals should reflect that. From there, the next steps are to gain a better understanding of what quality traffic means to your website, and to explore how users engage with your content.
To better understand what is considered “quality traffic”, we will look at various Google Analytics metrics that will help you create a solid SEO strategy.
Why is traffic quality important for SEO success?
At the end of the day, quality traffic is what accelerates business success, especially in post-publishing development.
For example, suppose your blog has 200 visitors a month with a conversion rate of 1%, producing two leads. By improving the quality of your traffic, your conversion rate and number of directors will also increase:
Traffic: 200
Conversion rate: 4%
Leading: 8
This shows that “superpower” visitors are more busy and more profitable than moderately happy users. A new Google Page algorithm update confirms this statement.
It is clear that the way consumers interact with your website contributes to the growth of your business.
How you do measure the quality of your organic traffic in Google Analytics?
We can go on and on about Google Analytics, but today we look specifically at traffic quality. Here are the top metrics to look out for:
Engagement metrics: site time, pages per session, exit rate
Conversion metrics: conversion rate, form submission, other goal completion,
Compatibility metrics: jump rate, user geo-location, new and returning visitors
Engagement Metrics
Time on site
The time on the site is the average user spends on the site, whether it is used or not. For example, suppose a user has multiple tabs but does not use them all at once - Google Analytics calculates when tabs are open.
In fact, Google calculates up to 30 minutes without the visitor clicking on other pages. But if the time stamp reaches 30 minutes, that session will count as a jump. Knowing this, it is clear that not all users who come to your site are heavily involved.
Generally, the more user time spent on your site the better. This shows that your SEO strategy defines content that is right for your time. Additionally, the way you design your site not only helps them find the information they need, but also learns about other topics or resources you may be offering.
A good time on the site shows:
High quality content
A beautiful local building
Proper internal connection
Beautiful UX design
High quality traffic interested in your products and services
To set effective goals, you can measure time on site and the following metrics, pages per session.
Here is a sample policy:
Users who spend an average of four minutes on your site, and at least two pages per session may be included with your content.
To get this metric, click on the audience (left)> view all (below)> under view, click on the duration of the session.
Pages per session
To put it simply, pages per session are an average of the number of pages a user views per session. It is one of the most important behavioral metrics within GA, as it shows how deep the user is navigating your site. In fact, the more they look at the pages, the more interested they are in what you are going to say. Normally the first page a user stays on is your home page, but the best part is your service or product pages. As mentioned, to get quality traffic, you should aim to have at least two pages per session per average.
If you do not see these results, you need to start investigating what is not working. You may be correcting the wrong keywords or your audience is in the wrong world, so they bounce off.
If they come to your home page and do not move to another page, it may be that your home page is not properly linked to other pages, slows down when loading, or the overall layout of the site is confusing. Adjust this if necessary, and watch what happens. In general, the easier it is to navigate your site, the better!
Now as you look at the your pages per session I recommend that you split the pages per session based on the channel. To see which streams have the biggest impact and double down on that.
To find pages per session, navigate to GA, then click “All Acquisition View”. At the bottom of the behavior bar you will see "pages per session":
Exit rate
This is very straightforward. The opt-out rate tells you how often a customer has left your site on a page. Unlike the jump rate (which I will discuss later), the exit level tells you that the user has left one page, went to another. Let's look at an example to illustrate.
Suppose a new visitor comes to your home page, but wants to learn more, so they wander around your blog. They spend time reading your content and getting what they want, so they go out. This appears to be a lower percentage of site content> all pages> opt-out rates.
(see image below to see where you can get the rate from your Google Analytics)
Of course, if the exit rates are high you will want to check things like:
Copy of website
Photos / videos
Time to load the site
Page design
Start by fixing one thing at a time and analyzing the results after each change until your exit prices start to improve. Some pages will have higher opt-out rates than your privacy policy and will affect the pages (usually users get what they want from Google without installing your site).
However, if you are able to reduce the output from your service pages, blog posts, and / or product pages by adjusting the sections we have just mentioned, you will receive high quality traffic and additional conversions.
Now that you are an expert in integration metrics, let's take a closer look at conversion.
Metric conversion
Conversion rate
Google Analytics covers all the purposes of your site's completion and calculates that as the total number of website conversions. However, consider looking at each goal separately to see how they work so you know which goals you are experiencing and which conversion goals need to be adjusted.
To view each goal, navigate to the "General Terms Review" and select the goal you want to test by selecting it from the drop-down menu. From there you will see an overview of the conversion rate of that particular policy. Here is an example of the goals in the picture below:
Now let's look at how biological traffic plays a role in this situation:
How can we find out if organic traffic on your site is helping you or not to reach your conversion goals? If, for example, your conversion rate has dropped, while your natural traffic has increased, you may be targeting the wrong keywords, thus gaining less qualified visitors to your site. From there, you'll need to analyze which keywords need to be changed (hint: check the Google Search Console for keywords that bring the highest CTR).
By changing your perspective and looking at the conversion rate of each goal by using each traffic source, you can make better decisions to improve and thus get a higher quality track.
Submission of forms
To find out more from Google Analytics, I suggest you set up event tracking to submit forms so that you have a clear idea of what users are doing on your website. Tracking your submissions from allows you to understand how users navigate to the form page and focus your marketing efforts there.
Comes back to SEO, relationship between form submission and organic traffic quality is exactly same as the conversion rate. Submission of the form is considered a goal that users are instructed to complete. If a large percentage of your users do not fill out a form, this indicates that they are not involved and therefore are not the right kind of visitors to direct. If so, re-evaluate the type of information you are requesting, the usability of the form, and the total UX of your form page to make it more relevant and attractive.
To track the submission of your form, click the Administrator in the lower left corner> click view> click on the goals.
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