As search quality metrics have become an increasingly important factor for search engines, SEO assessment contents Equally important is the performance of search engines using Google Analytics.
Content analysis is made more complex with the loss of data from users logged into their Google accounts and possibly Chrome browser users as well.
This article is intended for people who are starting content analysis using Google analytics. It describes a simple top-down method for content information.
Traffic source level
The view at the level of traffic sources is the view of Google Analytic when a single segment is applied for a single medium or a medium and a source. The traffic source view is useful for getting an overview of organic search engine traffic. This view is useful for mapping overall search performance, identifying unusual drops, and reading annotations.
Data at the traffic source level is useful for examining general trends, such as comparing performance from year to year. However, this data should be taken with care, as you run the risk of increasing traffic in one section of your site and masking drops in other sections, when the data is viewed in an aggregate manner at the source level. traffic.
Usually at the traffic source level, it helps to use advanced segments to segment by Google and Bing traffic. This helps identify if there is a nascent opportunity for Bing traffic. An easy way to do this is to create an advanced segment that includes
- For Google, Support: Organic & Source: Google
- For Bing, Medium: Organic & Source: Bing
As a general rule, once you get the big picture, it helps to perform in-depth analyzes of this data by source – like Google or Bing – in addition to the medium, which is organic search for content search. organic.
Site section level
The Landing Pages report is by far one of the most relevant reports for SEO content research. It’s in the side navigation under Standard Reports in Content> Site Content> Landing Pages.
The beauty of the landing page report is that it tells you where organic visitors are landing on your website. I usually rate the landing page report by segmenting it by source, like Google or Bing.
Usually at this point it helps to divide the content into different sections of your website.
One way to go for an ecommerce site with a number of categories is to break down each category separately, along with the article and blog sections of your website. For a lead generation based site, it can be helpful to divide the pages into your top navigation, blog, and location-based pages, if you have them.
To distribute different sections of your website, you can use segmentation in report, which segments the data for a given report. This is different from site-wide segmentation because it is not applied to all reports.
When your landing pages report is open, simply enter the folder name of the given section of your site and click on the mirror icon. Once you click on the icon, you will only see the landing page data for the selected section of your website. The graph at the top also becomes useful as you can now view a performance graph for a particular section of a website only.
Although it does take some time to display this data for all sections of a given website, it is useful for showing the relative performance of sections of the site across a number of metrics.
One trend that is useful specifically for SEO purposes is to find sections of a website that have very low traffic and are not converting well either. For those “lower quality” sections of your website, make a site: order and record the number of pages indexed. You can now assess the pages more closely and decide if the content needs to be better optimized or if the less performing ones need to be reduced or removed.
Viewing the Landing Pages by Site Sections report has also been widely used to identify sections of a site that are more or less heavily impacted by a Panda update.
Keyword-level research has become more difficult, due to Google’s decision to remove some organic benchmark data. In general, viewing a keyword report is not the most useful for analyzing data at the keyword level.
A better way to do it: See the keyword data in the report on landing pages. The advantage of viewing data using the Landing Pages report is that keywords are grouped by landing page, and instances of (Not Provided) are also grouped by landing page.
Exporting this data can be used for further research on the ranking position of a given keyword. This data may also be combined with Google Webmaster Tools data as well as with other third-party tools.
For content research purposes in particular, keyword-level data can identify longer-tail keywords for which you are generating good quality traffic. You can make this information actionable by using it to identify which of these keywords need better optimization on the page.
When viewing keyword data as well as landing page data, make sure the landing page is open, so that you can easily see where the gaps are. Also, try to think about changes to make to your site in terms of headings, so ask yourself the question when doing your research: How can we improve our category page?
Avoid thinking in terms of single pages or keywords unless you see something really upsetting. This will help you to avoid missing the forest for the trees.
Additional elements to consider
Internal site search
Internal site search tracking is useful for content analysis. If you haven’t configured this in your Google Analytics, please do so today.
In cases where internal site search is a secondary action on your website, it can be used to find new content or keyword opportunities that you might be missing out on. Here is an article exploring the advantages and uses of internal on-site research More details.
While the focus of my article is primarily content performance from an SEO perspective, not even mentioning engagement would be an oversight. here is a good article by Avinash Kaushik to be on the right track in terms of thinking about user engagement.
- chartelligence: Although this plugin goes a bit beyond cut and dry content analysis, it’s very cool because it allows you to overlay updates from Panda on your Google Analytics. This is useful when performing content analytics for Panda purposes to see if traffic changes in the analytics coincide with updates from Google.