May 11
10
It’s not unusual for me to get calls from prospective clients that are seeing declining SEO performance, and with little idea of why that is happening. They might see that traffic and conversion are down from organic search, but they simply don’t know the categories of keywords that are being impacted, which pieces of content used to receive those visits, if it’s a domain-level issue, etc. For marketers that aren’t neck deep in SEO (and analytics), it can be extremely frustrating to know something is wrong without understanding exactly why that is. After initial conversations about a drop in SEO performance, some companies will export a few top-level analytics reports and send them my way. Unfortunately, I almost always direct those reports to my recycle bin. The reason is simple. Static, top-level reports from your analytics package aren’t going to identify serious problems or enable you to uncover the real issues impacting your site. In order to diagnose SEO performance issues, you typically need to dig deeper, and smarter, to find out what’s going on. And that’s when I request access to their reporting, with a hope that Google Analytics is at least installed on the website in question. If it is, I get to use one of the most powerful features of GA for analyzing website traffic (and for diagnosing SEO problems) – Advanced Segmentation
Link:
How to Use Advanced Segments in Google Analytics to Isolate SEO Problems [Tutorial]