Table of Contents

Intro

SEO projects are necessary for any company to stand out in an
increasingly online world. However, these companies typically also want
indicators that they’re getting their money’s worth. Data analysis is a
huge part of making sure that any SEO project is getting promised
results.

By using analytics, you’ll be able to see the data of how organic
traffic is getting to a site in the first place. Adapting strategies and
understanding them will allow you to increase the traffic to a site
immensely.

The Process of Data Analysis

There are three key steps involved in analyzing the data from your
campaigns, and we’ll go over them in this part of our guide. You’ll need
to start by setting up the kickoff report. In this report, you’ll find
the data that has been gathered as well as an analysis of that data to
make it easier to understand.

After that, you’ll need to analyze the report to ensure that you know
exactly what it features and that you can present it to a client.
Finally, once you’ve gathered all of your info in a single place, you’ll
have to take action based on what you learned from the report. This
consists of organizing your tasks based on their importance.

Setting Up the Report

First off, you’ll need to get the report ready, and to do that, you’ll
need to gather the relevant data that you intend to fill the report
with. There are three things that you’ll need to analyze so that you can
more easily put the report together:

• Google Search Console
• Keyword rankings
• Site analytics

Using Google Analytics to Analyze Website Performance

One tool that you likely already know of is Google Analytics because of
how popular it is when it comes to determining site performance and
traffic. It takes a long time to go through one of these reports because
of how much raw information is contained in them, though you can more
easily go through the data by using a dashboard.

You’ll typically want to look at the data over the course of the last
year. Anything beyond that won’t really help you right now. The part of
your dashboard that says traffic source includes the various
non-organic ways that people are making it to your website.

Some of these channels include referrals, social media channels, and
paid searches. This all lets you know more about how your links are
being built. Keep in mind that this info won’t be all that detailed
because this section is designed to give you a more general overview of
things.

Using Google Analytics to Analyze Organic Landing Pages

Once again, make sure that you’re only looking for data that originates
over the course of the last year. When you set up the channel grouping,
make sure that it’s only set to organic search. This will allow you to
see your top pages based on session counts, conversion rates, and
traffic changes.

This will make it easier to see which pages are performing best and what
kinds of pages they are. Some pages will have more traffic, so study
them to see what’s making them perform better than the other pages on
your site.

This will also let you see whether your most important pages are doing
as well as you had hoped they would. Another benefit is that you’ll
learn more about how much time people are spending on your site.

You may wish to analyze mobile traffic separately due to the high number
of users that now visit sites on their mobile devices. You can then see
whether your mobile traffic has been trending upwards or downwards
throughout the last year.

Google Analytics Organic Search Trends

This tool will allow you to determine how much organic traffic you’re
getting over the course of each month. It will also allow you to see how
your organic traffic has changed over the past year or during previous
years. This will all be gathered into a report so that you can see how
your traffic changes based on the season.

Anything in these reports should stretch back to the day that your
website first started running.

Keyword Ranking Using Ranktracker’s Keyword Tool

You can use the Ranktracker Keyword tool to see the keywords on your
site to ensure that you’re performing as well as you can when people
type in search queries that are related to your business. Poor keyword
performance can affect organic traffic dramatically.

Google Search Console Dashboard

The Google Search Console covers what you need to know about non-branded
searches as well as branded ones. For example, a branded search occurs
when someone searches for your brand, the URL of your site, or the name
of your business.

On the other hand, a non-branded search means that someone searched for
keywords that aren’t directly related to your business. Using this info,
you’ll be able to learn more about your CTR, impressions, and clicks
over the course of the past three months.

Queries, Positions, and Specific Clicks using Google Search Console

All of this data pertains to searches made on both mobile and desktop
devices. Reports with this info will tell you how your site is ranking
in searches and how well traffic is being generated. Included in this,
you’ll also find the kinds of searches people are making to eventually
reach your site.

Analyzing the Report

When you’ve put together the report, take notes that break down
everything it tells you and forward them to management so that the info
is easier for them to understand. Remember that a client can’t do much
with the data itself, so you’ll want to make sure that you forward your
insights as an expert.

While you can feel free to link the report in your abbreviated version
so that the higher-ups can see where you derived your info from. Focus
on what needs to be improved so that your higher-ups can determine a
course of action and fix the issues that you uncovered.