To begin, let's remember that Google Analytics is nothing more or less than THE official free service from Google allowing the analysis of the audience of a website or an application. It allows us to collect information about users and their actions through the addition of a small code on the pages of the site. And this information is crucial to understand what works or doesn't work on your site!
Its use has now become unavoidable as Google has been working tirelessly on it and continues to make new improvements all the time. You will find many online training courses for Google Analytics, but you should prefer those certified by Google.
How to use Google Analytics for your SEO?
From an SEO point of view, several relevant information can be found on Google Analytics about :
How did they find you? What keywords did they look for? With your Google Analytics account, you will also be able to view statistics about the number of unique users who visit your site, the total number of connections to your site (and therefore how many times on average users come back), the average time spent on each assignment, the volume of organic search...
You can even access certain demographic data such as age and gender. This will be very useful for segmenting your audience and so you can adapt your editorial line or the format of your articles. Be careful, however, you will need to have a significant traffic before you can have sufficiently reliable statistical estimates.
Your acquisition channels
How does the traffic on your site break down? Which shares do you take respectively :
Organic traffic, that is, traffic from your SEO.
Direct traffic, that generated by Internet users typing the URL directly in the search bar or clicking on the favorites tab, these visitors are the ones who like you the most!
Referral traffic, which is all visits obtained through links on other sites pointing to yours. This is excellent news.
Social traffic, composed of visits generated since your presence on social networks.
And finally the email traffic, obtained by including links to your site in your email campaigns.
Your performance on the site
On the "Behaviors" and "Conversions" tabs you will find all the information you need to analyze the actions that visitors perform once on your site. How long do they stay? How many leave before they even click on another page? How many subscribe to your newsletter or consult your rates page? You will be able to check that your commercial objectives (defined beforehand) are good and well achieved.
In this way, you will be able to both better understand where your traffic is coming from and also to work on it in a more targeted way.
All these KPIs are very useful to refine your web marketing strategy and justify the massive use of Google Analytics by the whole world. Some SEO solutions even go as far as integrating Google Analytics in order to provide the most reliable elements possible.