If you value the synergy of SEO and Google Analytics, and you’re willing to learn about a few engagement-oriented metrics, you’re in for a treat.
The tweet above links to Adriana Stein’s How to Measure the Quality of Your SEO Traffic Using Google Analytics.
Stein opens her article with a quote--or more specifically, a tweet-- from Areej Abuali.
This is a very good way to start. Abuali’s tweet clears the cobwebs right at the beginning: instead of getting lost in sideline metrics, we should be focused on the ultimate goal.
For most, I think that would, ultimately be ROI (or, at least some growth-oriented metric).
But don’t let me persuade you, because I agree with something Stein says: your business goals are probably unique to you.
In fact, if you’re a charity, profit may not be your objective. Instead, you might be interested in how well people are responding to your message, which, in that case, would be engagement-oriented metrics.
Curiously enough, engagement metrics are one category that’s indicative of traffic quality.
Of course, it makes intuitive sense that, the more data you have, the more you can connect the dots.
(I’ve even written about blended data.)
Anyway, we all know that the more engaged people are with something--a person, an ideology, a TV series, etc--the more they’ll invest in it, in time, and/or money, and/or energy.
The same goes for your site.
That’s why engagement metrics are a good indication of traffic quality.
You see, it’s one thing to get a lot of traffic, and it’s another thing to get highly-engaged traffic. Quantity and quality, basically.
(Of course, it’s best to have both quantity and quality.)
Anyway, Stein’s article not only talks about engagement metrics, but 2 other types as well: conversion and relevance.
It’s a good read that’s well worth your time.
With this information, you can now take steps toward the insights gained from strategic use of SEO and Google Analytics.
Source: Google Analytics Twitter channel