Are You Neglecting the Search Engine Optimization Reports in Google Analytics?

October 13, 2013

With Google serving more and more secure searches and not displaying the keywords that bring traffic to their websites, it is becoming difficult for webmasters to determine which keywords and phrases are delivering maximum results.

While there are a number of options available for figuring this out in a roundabout way, e.g. by building powerful custom reports, one section that many webmasters may be neglecting to explore is the Search Engine Optimization (SEO) reports section in Google Analytics.

These reports provide information about Google Web Search queries returning URL results from your site. For example, with the Queries report, you can compare impressions versus clicks to analyze whether their SEO was effective for a given period of time. You can also compare Google Web Search impressions and clicks for a site to other traffic source data from Analytics, such as paid AdWords impressions and clicks. 

These reports are available if you have first gone through the following steps:

Verified your site with Google Webmaster Tools.

Configured SEO reporting within Google Analytics.

Navigate to the Acquisition tab to access the following data about your site's performance in Google Web Search results:

  • Queries users typed to reach your site
  • Number of impressions of your website's URLs in search results pages
  • The number of clicks on your website's URLs from search results pages
  • The ratio of clicks to impressions for your website's URLs
  • The average position of your website's URLs in search listings
  • The pages visitors landed on when clicking on search results listing your site.

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