SEO Analysis & Monitoring
SEO monitoring is essential to understand website performance and make data-driven decisions. Using the right tools, we can analyze traffic, Google rankings, and conversions.
Google Analytics 4: Organic Traffic and Conversions
Google Analytics 4 (GA4) allows tracking of organic traffic and user behavior on the site:
- Track visits coming from Google Organic Search
- Monitor visited pages and time spent on site
- Measure conversions: purchases, newsletter sign-ups, form completions
- Analyze user segments to identify the most valuable visitors
Google Search Console: Positions, CTR, Errors
Search Console provides SEO performance data directly from Google:
- Average page positions for various keywords
- CTR (Click-Through Rate) for SERP results
- Indexing errors, mobile usability issues, and sitemap
- Report on internal and external links to the site
Key KPIs: Visibility, Traffic, ROI
To evaluate SEO effectiveness, the following KPIs are essential:
- Visibility: how often the site appears in SERP for targeted keywords
- Organic Traffic: number of visitors coming from Google searches
- Conversions: purchases, sign-ups, downloads, etc.
- SEO ROI: ratio between SEO investment and revenue generated
Dashboards for Reporting
Creating visual dashboards helps quickly monitor performance:
- Google Data Studio (Looker Studio) for integrated visualization of GA4 and Search Console
- Charts for organic traffic, top performing pages, conversions, and keywords
- Alerts and automated reports for indexing errors or traffic drops
Practical exercise: Create a simple dashboard for SneakerStore.com in Google Data Studio. Include: organic traffic, top 5 keywords with their positions, CTR, and number of conversions. Note the conclusions you can draw from this data.