How to use google analytics for seo

Good SEO (search engine optimization) practice is key to getting your business seen in Google’s rankings. This will give you what you’re really looking for – conversions. You can’t convert idle browsers into paying customers if no-one is browsing your site, after all! But just how can you improve your SEO strategies? And what tools should you use?

There’s one tool that you simply can’t do without: Google Analytics. Read on to find out what it is,seo google analytics salary, difference between seo and google analytics and how it can help you. 

How to use google analytics for seo

Part 1: Understanding your Google Analytics account

Something guides often forget to cover is GA’s somewhat initially confusing layout and menu system. GA uses a combination of a top nav for account level information, then within the Reporting section (where the analytics data can be found) the side nav to breaks down all the options for drilling into your analytics data.

Analytics Navigation

The Reporting section’s side nav is broken down into the following sections:

Dashboards: For creating a custom dashboard, like a dynamic report. It allows you to quickly get an overview of your account with the figures you specifically want. One for when you are properly familiar with GA.

Shortcuts: A really handy feature for creating, well, shortcuts! When you have drilled down into the data you want you can click the Shortcut button on the page:

A link is then placed to the page within the shortcuts section, allowing you to quickly return to that page.

Intelligence Events: Automatic Alerts are generated for you, or you can add custom alerts. These can often be the first warning sign that something is wrong with your website or SEO campaign. Usefully you can set these to email you when they are triggered as well as showing within your account.

Realtime: This is like a compact analytics with more limited options and data within it. However, it actually shows what’s going on right now, for example how many people are visiting your site right this second, what pages they are looking at and for how long. Be warned, it’s easy to get sucked in and spend too much time staring at this section without getting that much actionable data.

Audience: Who is looking at your website? This is the data that helps you to understand your audience from basic demographics to location and technology (desktop, mobile, OS, etc).

Acquisition: How did your audience arrive on your website? This gives you a breakdown by channel on how your traffic arrived at the page. To get any data for the Search Engine Optimisation section you’ll need to link your Search Console account. Luckily, you can just click the button and follow the onscreen instructions. It can be verified through your GA account so it’s a pretty straightforward process.

Account Navigation

The top nav is pretty simple. If you have multiple properties linked to the same GA account you’ll be able to switch between these on the Home page.

The Admin section might appear a little complex at first but can be broken down:

The Account is the GA account; usually a different account for a different domain. Then there is the Property within the account. These will usually denote different subdomains where you may have a different set of GA.

Finally you have the View which is the specific version of the analytics. You can filter what is shown within each view. For example, you may want to have a View which only shows one part of the site, which you can then share access to with an outside party. Views can also be really useful where you have data that you want to consistently filter out, such as traffic from a domain you know to be false.

Part 2: Using Google Analytics for your SEO Campaign

We’re going to cover some of the real low hanging fruit, the stuff you can take away and action right away. In doing so you’ll also learn much more about GA and start gaining insight into some of the more advanced things you can do with it. What we’re covering here is the real SEO focused stuff. However, there is a wealth of information relating to User eXperience to get from GA as well.

How much organic (SEO) traffic is my site getting?

The very first thing you might want to understand is how much traffic is coming to the site. Specifically for us, how much traffic is coming from Organic Search (SEO). This is effectively the ‘non paid’ traffic coming from search engines.

Just go to Acquisition and first off try the Overview. Here you’ll see a breakdown of traffic per channel and some additional charts. You can then go to the Source/Medium section to drill into this in more detail.

Which keywords drive traffic to my site?

Keywords are a core part of your SEO activity and Google understands this, which is why GA has a dedicated section for them called Queries.

Here you can find a breakdown of all the keywords driving traffic to your site:

Some definitions:

Query: The keyword which is searched for.

Impressions: The amount of times one of your site’s pages, ranked for that keyword, has been shown in the search results.

Clicks: How many times one of your site’s pages has been clicked after showing in a search for that keyword.

Average position: When a page is shown for that keyword what the average position is.

CTR: What percentage of the time does one of your pages, when shown for that keyword, get clicked on.

The search function here is really handy, allowing you to drill down into your keywords and see how much traffic you are driving for certain phrases. This is perhaps more relevant than ever as Google gives increasing value to groups of semantically linked terms, rather than instances of individual terms.

Where to concentrate your SEO efforts

Navigate to the Landing Pages section, under Search Engine Optimisation and you’ll find the list of your top performing pages. There are a couple of different ways to look at these pages, so we’ll quickly step through the different options to sort the information.

Clicks: Sorting by clicks allows you to see which pages are your actual best performers. It’s worth making sure that your top articles are up-to-date and performing as they should. Make sure articles and posts’ content are updated and they signpost users off to the correct part of your site. Think about how these pages perform and convert.

Impressions: These articles may not drive the most traffic, but they have the potential to do so. This is a great place to look for those articles which may capture a larger share of traffic with a little SEO work. Think about creating content that can rank well in these areas or converting the traffic.

Avg Position: This is where you can quickly dig out some low hanging fruit. Look for pages which are in position 4 or 5. With a little elbow grease you should be able to push these into the coveted 1-3 spot, where they will generate many times the traffic.

Advanced win > Combine all three
Like most things these metrics become much more effective when combined. Use an advanced filter to find, for example, pages which get more than 1000 impressions and have an average rank of 4 or 5.

Find out which keywords drive traffic to a page

So now you have a grasp of which keywords are important to your site and which of these are driving traffic. Now it’s time to put that together and have a look at keywords at a page level. This is slightly more long winded as GA doesn’t allow you to drill into a page in the Search Engine Optimisation section to get this information.

Instead, you need to go to the Behaviour section and navigate to:
Behaviour > Site Content > Landing Pages
Then search for the pages you are interested in, such as the ones you identified in the above section, or just check out your best-performing pages.

When you select a page you’ll see you can use the secondary dimension section to add keywords:

This will then show keywords from all sources which are driving traffic to the page. I would use the advanced filter to narrow this down to certain sources or methods (such as just Google / Organic Search). You can also do this by adding and sorting columns to the data but it soon gets confusing. Once you have the data how you want it, it’s   time to use the Shortcut function, so you can get back to it quickly and easily in future.

The more information you combine together the likelier you are to find useful and new insights. For example, getting the traffic driving keywords from your site and then using a rank checker to track these more accurately can be a great place to start. Google does provide the average position information, but being able to see which keywords are ranking where exactly for those pages allows you to start targeting your efforts more accurately, especially when you consider link building activity.

seo google analytics salary

Annual Salary
Monthly PayWeekly PayHourly Wage
Top Earners$114,500$9,541$2,201$55
75th Percentile$104,000$8,666$2,000$50
25th Percentile$58,000$4,833$1,115$28

How much does a Google Analytics Specialist make?

As of Nov 17, 2022, the average annual pay for a Google Analytics Specialist in the United States is $77,880 a year.

Just in case you need a simple salary calculator, that works out to be approximately $37.44 an hour. This is the equivalent of $1,497/week or $6,490/month.

While ZipRecruiter is seeing annual salaries as high as $122,000 and as low as $45,000, the majority of Google Analytics Specialist salaries currently range between $58,000 (25th percentile) to $104,000 (75th percentile) with top earners (90th percentile) making $114,500 annually across the United States. The average pay range for a Google Analytics Specialist varies greatly (by as much as $46,000), which suggests there may be many opportunities for advancement and increased pay based on skill level, location and years of experience.

Based on recent job posting activity on ZipRecruiter, the Google Analytics Specialist job market in both Lagos, NG and throughout the entire state of is not very active as few companies are currently hiring. A Google Analytics Specialist in your area makes on average $77,880 per year, or the same as the national average annual salary of $77,880. ranks number 1 out of 50 states nationwide for Google Analytics Specialist salaries.

difference between seo and google analytics

Google Search Console

Google Search Console’s only area of focus is SEO. It gives you insight into search impressions, clicks on your search snippets, Click-through rate(CTR), the average ranking of pages, etc. The URL inspection tool on Google Search Console is one of the most useful parts of the whole suite. It allows you to enter any URL from your website and understand its content from a technical standpoint.

With the external and internal links report, you can see data in regards to different websites, bloggers, and influencers linking back to you. It also helps you identify crawl and HTML errors(occurs when Google crawls your website and finds issues that either prevent it from indexing the page or conflict with Google’s guidelines).

Google Analytics

Google Analytics focuses on anything and everything related to your website. It has features to monitor the audience demographics, customer acquisition, conversion tracking, customer behavior, etc. Google Analytics gives you insights that help you understand your website and customers better. Its Custom Reporting feature lets you monitor all your metrics with the help of attractive visualizations.

Google Search Console Vs Google Analytics: Metrics

Google Search Console Vs Google Analytics differences in terms of different metrics supported by them:

Google Search Console

You can monitor the following using the Google Search Console:

  • Internal and external links
  • Mobile usability
  • Top Keyword queries
  • User clicks and impressions
  • Click-through Rate, etc

Google Analytics

You can monitor the following using Google Analytics:

  • Audience Demographic
  • User time spent on the website
  • Bounce Rate
  • Customer Acquisition and Return of Investment
  • Webpage performance, etc

Google Search Console Vs Google Analytics: Pricing

Google Search Console Vs Google Analytics differences based on the pricing models.

Google Search Console

Google Search Console is a service offered by Google free of cost that helps you monitor, keep up, and troubleshoot your website’s presence in Google Search results. You need not sign up for Search Console for your website to be included in the Google Search results. Google  Search Console helps you understand and improve how Google sees your website.

Google Analytics

Google Analytics offers 2 pricing plans- Analytics and Analytics 360. Analytics is free of cost but the pricing for Analytics 360 is not fixed. If you want to set up Analytics 360 then you have to contact the sales team to get a price quote. For more information regarding the plans refer to the official documentation.

Google Search Console Vs Google Analytics: Results

Google Search Console Vs Google Analytics differences based on output/insights obtained:

Google Search Console

Unlike Google Analytics, Google Search Console produces results in the form of suggestions. These suggestions can improve your page ranking and help you take action immediately.

Google Analytics

Results are usually Reports that consist of charts and graphs. These visualizations help you monitor various metrics associated with your website. You can make business decisions based on the observed metrics.


You learned about Google Search Console Vs Google Analytics. SEO is the cause while digital traffic is the effect. Google Search Console and Google Analytics both help drive website traffic. The difference is that Google Search Console suggests measures for SEO that drive traffic through search engines and Google Analytics lets you monitor and gives you a complete picture of traffic through Marketing campaigns, social media, search engines, etc. Google Search Console Vs Google Analytics revealed that both tools give you a wholesome outcome when used together for Digital Marketing.

Leave a Comment