Google Analytics is the Only SEO Analytics Tool You Need: Here’s How to Use It (Part 1 of 2)

Also, How to Prove the True Value of SEO for Your Boss, Client, or Business

Patrick Han
Oct 19, 2017 · 9 min read
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Image via Welkin.

SEO is often a Catch-22 for small and medium-sized businesses.

One common question we get from our clients perfectly illustrates why:

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Interest over time on Google Trends for “SEO” in the United States, 2004 — present. Image via Google Trends.
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Image via Vertical Response

Part 1 will cover:

  1. How to find your organic search traffic in Google Analytics reports
  2. How to measure the value of your organic search traffic with Google Analytics

In next week’s post (Part 2), we’ll explain:

  1. Which SEO-related metrics and reports should you track on Google Analytics?
  2. How to build a SEO dashboard to see your key SEO metrics at a glance

How to find your organic search traffic in Google Analytics reports

Just so we’re on the same page, let’s start with some basic definitions.

Option 1: Drill Down in the Channels Report

The first way is to simply go to your Channels report (Acquisition >> All Traffic >> Channels). This will show you how your different channel groupings are performing in terms of traffic, engagement and conversions. By channels, we mean different ways that visitors are getting to your website (e.g. traffic from Paid Search, Referral, Social, etc).

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Option 2: Add “Organic Traffic” as a Segment in Any Report

However, perhaps you want to further analyze your organic traffic in a different report. If that’s the case, you can add the “Organic Traffic” default segment at the top of the report. This will allow you to dive deeper on your Audience, Behavior, and Conversion reports for your Organic Traffic segment.

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How to measure the value of your organic traffic with Google Analytics

So why do you want to measure the impact of your SEO?

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Image via LTR Digital Group.
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Like players in basketball, the value of a channel in digital marketing is more than just points scored directly, but also the number of assists.

Step 1: Go to your Assisted Conversions report

Click Conversions >> Multi-Channel Funnels >> Assisted Conversions. There you’ll see the number of assisted conversions and the value of these conversions for all your channel groupings.

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Step 2: Look at your Assisted Conversions for organic search traffic

Click “Organic Search” under “MCF channel grouping.” Here you’ll see

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Step 3: Compare your Assisted Conversion Value with Direct Conversion Value for Each Source (Search Engine)

For the business in this screenshot, most of the assisted conversions for organic search is coming from Google. If you compare this company’s Assisted Conversion Value of Google organic search ($2912.08) with its Direct Conversion Value ($2717.08), you’ll see that the real value of Google organic search for this business is more than double its Direct Conversion value.

Next Steps

Today, we covered: (1) how to isolate your organic search traffic in Google Analytics reports, and (2) how to measure the value of your organic traffic with Google Analytics.

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Image via Search Engine Journal.
Our AI-based marketing analytics tool whether SEO — or any channel — is right for your business. PC: The Daily Dot

Specifically we’ll cover:

  1. Which SEO-related metrics and reports should you track on Google Analytics?
  2. How to build a SEO dashboard to see your key SEO metrics at a glance

Analytics for Humans

We examine how technologies can work with humans to create…

Patrick Han

Written by

Seer Interactive Alum | @VentureForAmerica Alum | Former Contributor to Analytics for Humans Blog

Analytics for Humans

We examine how technologies can work with humans to create a brighter future for everyone. To that end, we showcase augmented analytics tools we are building to bring us closer to that vision. Beta test our AI-powered marketing analytics tool for free: bit.ly/HMLbetatest

Patrick Han

Written by

Seer Interactive Alum | @VentureForAmerica Alum | Former Contributor to Analytics for Humans Blog

Analytics for Humans

We examine how technologies can work with humans to create a brighter future for everyone. To that end, we showcase augmented analytics tools we are building to bring us closer to that vision. Beta test our AI-powered marketing analytics tool for free: bit.ly/HMLbetatest

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