Everyone who’s been in the SEO industry knows how frustrating metrics fluctuations can be — especially considering the time it takes for you to see any results.
You’re working on your project diligently, building backlinks, optimizing on-site content, tweaking keywords and entities, and everything else you need to do to run a successful SEO campaign, but still, despite all your efforts, the metrics may shift unfavorably.
How are you going to explain this to your clients? If your clients aren’t well versed in the industry processes, they may get worried.
Now, the fluctuations you might see can be caused by any number of factors, from Google algorithm updates to changes in overall search trends for other reasons such as world events and seasonal shifts. No matter the factor, you still need to know what caused the change, be able to analyze how it will affect the website, and make decisions about the future of the campaign based on that information.
And that’s exactly where a good SEO reporting tool comes in. An SEO Analytics tool will not only help you monitor changes and spot issues in a timely manner, but also give you the ability to present this information to your clients in an easy-to-understand way and reassure them that you are on the right path.
想了解更多吗?让我们仔细look at how SEO analytics reporting works.
What Is SEO Analytics?
简而言之，SEO Analytics是收集，整理和分析与将自然流量引向客户网站的数据的过程。您正在尝试弄清楚什么是有效的，为什么以及需要克服的障碍，以成功地为客户推动流量和转换。多亏了现代工具，可以轻松跟踪每个数据。这意味着您可以以有意义的方式轻松地将所有信息呈现给客户。
SEO analytics can help you spot issues in a timely manner and identify new opportunities to optimize your website. For example, you can identify new keyword opportunities or yourtop-converting traffic sources. Issues-wise, you may observe that certain pages have ahigh bounce rate，通过进一步研究问题，确定负面的用户体验实际上是由于网站上缓慢的加载页面引起的。
Tools that help with SEO Analytics generally make data analysis easier and can quickly perform tasks like rank tracking, data visualization, and reporting. This allows you to spend significantly less time inside of a spreadsheet crunching numbers and frees you up to think about themarketing strategy.
What Makes SEO Reporting and Analytics so Important?
Doing detailed SEO analytics and building comprehensive reports gives you a better insight into what your client’s customers want and what kind of messaging they respond to. Acomprehensive SEO reportbuilt with quality data can clearly show which types of content and topics drive user engagement, thus leading to increased conversions.
洞察客户的偏好将允许you to focus the marketing strategy with precision. After all, no matter your budget, your resources will be limited in some way, and it’s important to optimize your plan to get the best results. This allows you to direct time and effort into creating content that is much more likely to engage the target demographic andimprove ROI.
Using data gained from SEO analytics tools allows you to build actionable SEO reports that can make it easier to respond to rising trends and consumer needs. Some purchasing trends are seasonal, and the marketing campaign needs to be oriented in such a way to make the best use of it.
PRO TIP: How to Analyze Your Best Pages for SEO Performance
To optimize your website for organic search, you probably use Google Search Console to learn which pages receive the most impressions and clicks, and which queries are driving them. Now you can quickly assess your SEO performance in a single dashboard that monitors fundamental metrics, including:
- 哪个搜索查询将流量吸引到我的网站？
- Which of my website pages generate the most impressions and clicks in search engines?
- What’s the average click-through rate (CTR) for our website pages in search?
- What’s the average position our website pages show up in search results?
- How many clicks have our website pages generated in search results this month?
and more…
现在，您可以从我们的Google搜索游戏机专家的经验中受益，他们汇集了一个很好的beplay体育appiosDatabox模板showing the most important KPIs for monitoring organic search performance. It’s simple to implement and start using as a standalone dashboard or in marketing reports, and best of all, it’s free!
You can easily set it up in just a few clicks – no coding required.
设置这个Google Search Console Dashboard, follow these 3 simple steps:
Step 1:Get the template
第2步：Connect your Google Search Console account with Databox.
Step 3:Watch your dashboard populate in seconds.
如何设置并充分利用SEO分析: 4 Key Steps
分析can help you ground decisions in good data and reduce the threat of bias. With effective SEO analytics and reporting process, you’ll be able not only to identify the important information but also to act on it and capitalize on potential opportunities.
Here are the most important steps to making the most of your SEO analytics:
Preparing and Enabling a Strong Start
There are four things you need to pay attention to in order to ensure a good start for your SEO analytics and reporting.
Type of client
First, you need to consider your client. Not all clients will be willing to dedicate a significant portion of their marketing budgets to analytics as opposed to execution. However, they may not need to, or convincing them might simply take too much effort.
你所要做的就是寻找客户有可能to make data-driven decisions. These are usually marketing agencies, marketing teams with a good online presence, executives with backgrounds in finance or other industries where it’s imperative to act on data, and e-commerce specialists.
These people have a high appreciation for data, long-term focus, advanced marketing knowledge, and a capacity and willingness to act on ideas.
团队角色
Second, consider team roles and skills. SEO analytics reporting can be done by a single person or a full team that’s assisted with cutting-edge software. Either way, you need to understand the roles and responsibilities involved in the process. The team needs to be able to collect data from various sources, perform data visualizations,analyze dataand provide insights, and为客户准备数据in an actionable report.
Depending on the project size and complexity, you may do the project by yourself or need a whole team, including a project director, SEO analysts, technical SEO experts, link builders, illustrators, technical SEO experts and content managers. For smaller projects, one person can cover multiple roles. When it comes to larger ones, you may need multiple people for one role.
Budget
第三，您需要查看可用的资源。更具体地说，预算。由于分析既有时间密集型又需要专门的技能，因此您可能需要花很多钱才能为团队的薪水而言，更不用说专业工具和其他资源了。
You can expect to spend in excess of $3,000 per month if you want to leverage the data well. Any less, and you’re unlikely to create effective data analysis processes and feedback loops.
Related:16 Ways for Creating a Marketing Budget (and How to Spend It)
SEO analytics frequency
这是一开始要考虑的另一个因素。当然，您要执行的SEO分析的频率将取决于预算，但是每周至少检查一次数字是有意义的。
However, if you choose to go with a18beplay官网
, you can track the required metrics in real time and have the information sent to you, your team, or the client as frequently as you want. That will ensure everyone is always up-to-date with important data.
Now that we’ve covered the basic setup, we can move on to the tools you’ll need to collect data.
Google Analytics
尽管有许多分析工具可用，但Google是迄今为止最大的搜索引擎，因此选择Google Analytics（分析）是主要的搜索引擎。
Google Analytics tells you what actions visitors perform after they land on a page of your website. Thereported metricsinclude the number of visited pages, the last visited page, and many others.
Since Google’s tools integrate very well, you can link GA with other tools allowing you to gather more actionable data.
In order to set up Google Analytics:
- 您需要通过访问Google.com/Analytics来创建或登录分析帐户。
- Set up a property in your account — this is a website or an app, and it’s the focus of Analytics’ collection process.
- You should set up a reporting view in your property — it allows you to create filtered perspectives of your data by region, IP address, or some other factor.
- Add the tracking code to your website so that it can collect data. You can find it by navigating to your property and clicking on Tracking Info > Tracking Code.
- Finally, you can set up “目标” in Analytics. They’re an excellent way to track important events and measure the effectiveness of your campaign.
Related:Google Analytics Reporting: A Complete Guide to Reports, Metrics, Dimensions, and More
Google Search Console
Unlike Google Analytics,Google Search Consoletells you what happenedbeforea user visited your site or an app. It’s a tool that helps you measure your site’s Search traffic and performance, fix issues, and make your site more appealing to Google’s search engine.
Search Console covers analyzing impressions, clicks, and Google SERP; identifying search queries that bring visitors to your site, testing mobile usability, etc.
When you integrate it with Google Analytics, you get a comprehensive picture of a user’s activity both before and after their visit to your website, allowing you to optimize the future customer journey.
建立Google Search Console:
- Log in with the same account you used for GA at search.google.com.
- Click on Add a property and choose between a Domain or a URL prefix.
- Verify domain ownership.
Google Tag Manager
这是一个出色的跟踪和标记平台，还允许您添加代码以进行在页面优化。
您可以使用它来为特定的帖子类型实现模式标记，从而帮助搜索引擎更好地理解您的内容。此外，您将能够记录所有互动事件，其中访客在网站上花费超过指定的时间（30-45秒是一个很好的截止时间）。如果用户在您的网站上花费超过45秒，则可能不是一个简单的弹跳，不应被计算在内。他们可能找到了他们想要的信息，只是离开了。
You can also implement Google Tag Manager’s scroll tracking function to track engagement metrics, allowing you to analyze how well the landing page matches the visitor’s search intent.
设置Google标签管理器：
- Log in as described in the steps above at tagmanager.google.com.
- Install the container in your website or app.
- When it comes to web and AMP pages you can add the container snippet according to Tag Manager’s instructions.
- For mobile apps, you can use the Firebase SDK for both Android and iOS.
- Now you can add and publish your tags.
Google Ads
You can useGoogle Adsto get actionable data and improve organic rankings and even benefit analytical SEO. By experimenting with ad copies, you can quickly test copy changes before testing organic search. All elements of search ads (copy, keywords, etc.) can be used to optimize content, focus keywords, and meta text of any webpage.
In addition, since paid search results show up quickly, even for competitive terms, you can use the data gained from ad campaigns to rank for them organically in the long term.
建立Google Ads:
- Log in to the existing Google Ads account or create a new one at ads.google.com.
- Click Campaigns on the left-side menu.
- Click the plus button and select New campaign.
- Select campaign goals or select Create a campaign without a goal’s guidance if none of the offered goals fit.
- Select a campaign type (Search, Display, Video, Shopping, Discovery, App, Local, Smart).
Google My Business
This tool is a must for local businesses. Local searches tend to be bottom-funnel, and users frequently don’t even reach the website — all actions are taken directly on Google. That’s why it’s vital to get all the available data on GMB conversion actions.
建立Google My Business:
- 通过Google.com/business登录您的Google帐户。
- Add your business. If the business doesn’t appear in the drop-down menu, you can type it in and click Add your business to Google. Don’t forget to select the appropriate category for it.
- Enter your location and select whether the business has a location customers can visit.
- Fill in contact information.
- Verify your business
beplay体育appios
Finally,beplay体育appios本身是一种出色的工具，您可以用来可视化数据并以易于理解的方式显示数据。仪表板是customizable, and the platform supports a large variety of集成, allowing you to build a visualization for practically any purpose.
Connecting it is very simple. All you have to do is sign up for an account and connect your data sources.
To connect the data source:
- Navigate to the Data Manager page and click on the green + New Connection button.
- Search for the Data Source that you want to connect
- Hover over the data source and click the green Connect button to start the process.
After that, Databox will prompt you to enter your login credentials in the popup window, and you’ll have to follow the Data Source-specific steps to complete the connection process.
If you run into any trouble, you can contact Databox’s customer success team that will be more than happy to help you when it comes to creating your very own dashboard.
SEO Analysis via Data Visualization
While Google provides excellentSEO analytics tools，其客户报告解决方案有很大的改进空间。如果您想在Google Suite中构建报告，则必须将搜索控制台，Google Analytics（分析）和数据工作室组合起来。这可能是一个耗时的过程，因为所有时间都花在处理和整理数据的所有时间都可以迅速失控。
但是，大多数客户并不像营销人员和SEO专家那样关注SEO的技术细节。他们通常想要一个可以理解的简单报告。该报告需要根据数据分析来涵盖性能摘要和建议。
Databox’s pre-builtSEO templates可以简化整个报告过程。您所要做的就是连接您的Google Analytics（分析）帐户，您将能够使用所有必要的数据来构建自己的自定义仪表板。
Decision Making and Acting on Insights
All the information in the world won’t do you any good unless you actually act on it. However, a lot of people overlook this step or just don’t dedicate enough attention to it. You need to make it a priority. Take a look at the data and turn a report into a full-blown analysis. Ideally, you should interpret the data, explain it, recommend the course of action based on said data, and justify and prioritize your recommendation.
When the client has read the report or seen the presentation, they should know exactly what the situation is and what are the next steps towards achieving their goals. Frequent meetings with clients and/or scheduled reporting can help solidify the plan and ensure everyone is on the same page when it comes to decision-making. Follow up the meetings with clients with internal planning sessions where you’ll assign tasks and organize the workflow. Using your standard project management tools like Trello, Basecamp, Asana, or Jira should make the process significantly easier.
Finally, we come to the execution. Execution is significantly more expensive and time-consuming than analytics, but it’s also necessary. Based on insights and plans from previous steps, you need to develop new content, overhaul existing content,建立反向链接, performon-site technical optimization, and work on yourlocal SEO.
SEO Analytics Best Practices: 5 Ways to Use SEO Analytics Reports to Boost Your Rankings
Next, we’ll show you which metrics are important when it comes to improving the search engine rankings of your clients’ websites. You’ll also see some tips that will cover how to use reporting to drive more traffic.
Analyze Average Time on Page to Improve Content
大多数人关注跳出率(metr很大ic, to be sure), butAverage Session Duration在单个网页上花费的时间更有用。
By looking at how much time users spend on any individual page you can identify why visitors spend little time on it.
人们不花很多时间在给定页面上的一些常见原因包括：
- Poor visual presentation— the content may not be scannable or presented clearly enough. Some good ideas are to use headings, short paragraphs, lists, and provide a table of contents to ensure visitors can find what they’re looking for easily.
- Wrongsearch intent— sometimes a user will come across a page with the information they weren’t looking for. After giving it a brief look, they’ll probably leave. To identify what you’re doing wrong, look at other Google results on the same subject and try to figure out what you’re doing wrong.
- Wrong keyword targeting— very similar to search intent, users might just stumble on your content looking for something completely different. Performing keyword research and modifying the content accordingly can take care of that, but ensuring you have the relevant keywords in place before even starting to write content is even more important and saves a lot of time in the long run.
- The page is doing exactly what it’s supposed to- 这是最好的场景，这意味着该页面将用户引导到他们需要的位置，无论是具有更多信息还是转换页面的页面。如果是这种情况，您的页面做得很好，您可能不需要更改任何内容。
Identify Optimization Opportunities with Google Search Console
Next, we’ll focus on theQueries report in the Search Console. It can show you keywords that are leading people to your website and help you identify opportunities for search terms you could work on to improve your ranking.
您想寻找的术语high impressions but low clicks, have a low CTR, and are close to ranking on the first page of search results.
the best way to improve the position and CTR of the page is to review other sites that are ranking for the same keyword and improve the page based on your findings. You can also modify titles and meta descriptions of pages to draw users in and interlink the content on your site to ensure the users have easy access to anything they’re looking for.
Check If Your Website is Mobile Friendly
移动设备上的可用性is an increasinglyimportant SEO ranking factor. You can use Google Analytics to find out how your client’s website is doing with mobile users. Check the percentage of mobile visitors, how long they spent on the website, how many pages they visited, bounce rate, and other metrics, and then compare them to desktop traffic.
While it’s natural for the number of mobile users to be lower, it shouldn’t be dramatically lower. Compare the relevant metrics and try to figure out if they’re having trouble navigating the site or if they’re leaving because of long load times.
由于高移动跳出率可以大大降低您的SEO排名，因此您应该尽快解决这些问题。
Monitor Your Website’s Speed
Another ranking factor that’s becoming more and more important issite speed. Website speed has been added to Core Web Vitals in 2021, making it incredibly important. Google is very keen on user experience, and since slow websites lead to a poor user experience, increasing your client’s site’s loading time and navigation speed can give it a much-needed SEP boost.
Ensure you monitor the speed in your reporting tool and try to lower it whenever possible.
Use Internal Site Search to Your Advantage
Internal search can be an invaluable tool to keep track of visitor behavior. Once you know what they’re looking for, you can give it to them and thus boost the site’s SEO, increase organic reach, and draw more traffic. All of those things combined will lead to a higher number of conversions.
By monitoring what visitors are typing into the site’s search console, you can discover if there are search terms that you don’t have content for yet and modify your editorial plans accordingly.
Simplify SEO Analytics Reporting with Databox
搜索引擎优化分析报告可以是一个艰巨的过程。You often have to track multiple data sources and connect them to a variety of platforms, making the collation of available information a time-consuming challenge. This time and effort could be directed elsewhere, and with Databox, you have the opportunity to do just that.
beplay体育appiosDataBox可以帮助您简化客户端报告的过程，从而允许您构建全面，易于阅读的Visual SEO报告。您可以连接任意数量的数据源，并使用结果信息来自定义仪表板以关注相关指标。
SEO analytics reporting has never been easier. See it for yourself by立即注册免费试用.
