Key performance indicators or KPIs in SEO can be tracked through various ways, but Google Analytics has been considered the champion in monitoring them for several reasons. Most website administrators use this tool because it is free, provides insight about dozens of KPIs, and can be used to different industries.

Because of this, most SEO experts highly recommend using this tool in determining the success rate of a website. Below are some of the most important factors in search engine optimization that you can track using Google Analytics.

Audience Demographics and Visits

SEO is as much about the audience as it is the search engine as all websites are after one thing: traffic. With that in mind, Google included pertinent statistics describing audience demographic and activity in the Analytics tool.

Google Analytics provides information about the type of people viewing a website as well as their conversion rate which can be very helpful in adjusting SEO campaigns set for a website. In fact, the Internet giant made it a point to define the following terminologies in the tool to help webmasters and bloggers maximize it: sessions describe the views or visits a website gets while unique visitors (UVs) are identified as the users who are either new or returning to the page.

Aside from UVs and sessions, an Analytics report can also show certain demographics of the audience, including their gender and age group that ranges about 10 years (e.g. 25-34, 35-44, and so on). Using this information, bloggers and webmasters should be able to see if the SEO campaign they have come up with suits the target audience.

Traffic/Channel Grouping

One of the most obvious inclusions in all Google Analytics reports is the traffic. Since it is at the core of SEO, traffic is an important key performance indicator to determine the success of a website or blog. Still, there is a lot to consider when determining this type of KPI, especially if the goal is to have the visitors convert.

To achieve the goal, one must understand the value of sessions by medium and by channel groupings. In SEO, the medium is simply the general category of a source— the place where users are before they got directed to your page— which can be deemed “organic,” “referral,” “CPC,” or “none.” These terminologies are defined as follows:

Organic traffic is users who visit your site after getting redirected from search engines following a query while CPC or PaidSearch visits are those that come from an ad created through AdWords or other similar tools. Referral traffic, as the name implies, are those from direct links on other pages while those tagged as “none” are considered direct traffic which comes from users who typed in the URL of the page directly.

Page Tracking

Another important category of KPIs featured in the Analytics tool is page tracking. This includes the bounce rate, average session duration, average pages per session, and average time on the page. Bounces are from users who leave the website after viewing a single page while the average session duration refers to the average amount of time users spent on the website. This is computed by dividing total session duration by the total number of sessions from all types of users. Average pages per session and average time on the page are quite straightforward and means is as they state.

Using these information webmasters and bloggers should be able to determine the changes that need to be made to the website and its content. If a certain page is getting more attention than others, it must have something good. Alternatively, if a page gets very low average engagement and high bounce rates, that means something is wrong and should be changed.

By analyzing these data and correlating them to the website’s layout, content, among other things, webmasters and bloggers should be able to come up with necessary changes for an effective SEO campaign.