How to use google for seo

When it comes to search engine optimization for a new website, some businesses can be intimidated due to the amount of information out there. And often, if they don’t have the help of an experienced in-house SEO or consultant, they will do nothing.

Today, we’re going to look at some easy things you can do to start your website’s SEO on the right foot – even if you can’t hire a professional to help you out, google seo tool and how to use google analytics for seo.

How to use google for seo

You may know that SEO stands for “Search Engine Optimization,” which sounds important, but what does it really entail? In this lesson, we’ll explore the basics of SEO and learn about a few SEO best practices.

SEO explained

In this video, we explain what SEO (Search Engine Optimization) is and how you can use it to attract new customers to your website.

Search Engine Optimization (or SEO for short) is the process of making your site better for search engines. For example, if you sell children’s clothes, it would be great if people can find your website when they search for things like “toddler clothes” and other similar terms.

If you have a physical store, you might decorate your shop window to show off the types of products you sell and entice people to come inside. SEO is just like this, but on the internet. When we talk about SEO, we’re talking about how your website appears online in search results. The goal is to make your website just as enticing and informative as your shop window display would be.

When it comes to SEO, there are many best practices you can adopt. After all, people have whole careers around SEO! SEO is about using the right words and serving relevant information to your potential customer on your website. Here are some tips and best practices to get started:

1. Provide useful product or service information

Think about what types of information would be useful to customers considering your offerings. This could include selections of your products or services, how much they cost and, if relevant, how much inventory you have or delivery options. Make sure that this information appears on your website so that people who visit have a complete understanding of what you offer.

2. Use short and meaningful page titles and headings

If your website has multiple pages, take a look at the page titles and headings you are using on each page. Do they clearly explain what a customer will find on that page? For example, if you have a page that includes information about the types of shoes you offer for toddlers, use a heading like “Shoes for Toddlers”.

3. Include details about your business

Add “About Us” information like your contact information, a description of your business, and countries where you operate (if relevant). If you have a physical location, include your store address and operating hours.

4. Check image and video tags

Search engines might not always interpret images or videos in the same way people do, so it’s important to use words to help the search engine understand these items. This also helps users with disabilities. Let’s say you have a photo of a yellow raincoat on your site. Instead of letting the photo file name be “photo1”, “IMG 4583” or whatever name your camera may have automatically saved it as, consider labeling the photo as “yellow raincoat” or something equally descriptive.

5. Use descriptions that your potential customers can relate to

Let’s say that you know people often come to your children’s clothing store looking for items in a particular color or character. When you list your products on your website, include this type of detailed information. For example, a description of a sweater might read “Sparkly purple unicorn sweater perfect for fall nights”.

These five SEO tips and best practices are all examples of basic steps you can take to improve your website. You’re making changes that will help potential customers and search engines better understand your business. However, sometimes people suggest SEO methods that don’t add any value to website visitors and are only there to try to manipulate the search results. For example, someone might try to put invisible text on a page in the hopes of making a search engine think the page contains something different. Watch out for these types of tactics that don’t add any value for your website visitors and might cause damage to your presence on Google Search in both the short and long term.

google seo tool

1. Google Lighthouse 

Google Lighthouse Sample Dashboard - Free Google SEO Tools

Google Lighthouse is designed to improve your website’s UX and performance. Auditing four different components, Google Lighthouse examines accessibility, Progressive Web Apps, performance, and SEO. 

The results of these audits will give you a clear picture of the overall performance of your desktop site, web app, or mobile site. 

Site speed is different for every user. Some people might have access to superfast 5g while others might only have unreliable 3g available. Google Lighthouse tells you exactly how each of these users will experience your site

It will indicate if any of your web pages feel sluggish. As we all know slow or unresponsive web pages result in fewer conversions. This tool is perfect for getting your site up to speed. 

Alternatives: Dareboost,

2. Google Search Console

Google Search Console Landing Page Snippet - Free Google SEO Tools

With Google Search Console, you can identify broken links, crawling issues, see how many pages are indexed, and find out if your site has been penalised.

This is a great tool for seeing how Google views the technical elements of your site from a ranking perspective. Google Search Console will find all those blockers that are stopping your web properties from ranking well on search engines.

On top of identifying technical issues, you can also use the platform to identify the exact search queries users enter into Google to find your web pages.

Within the ‘Search Queries’ report, explore the analytics for each query, to see which pages need an SEO boost. These pages are generally those with high impressions and low CTR. 

Alternatively, the platform can tell you if you might want to reconsider your keyword strategy if your site has lots of pages with low impressions and low position.

3. Google Analytics

Google Analytics Sample Dashboard - Free Google SEO Tools

Once you’ve got a solid SEO strategy in place, you’ll want to know if it’s helping to bring you more organic traffic. This is where analytical tools come into play. 

If you care about making page 1 on Google search results, it’s best to stick to Google Analytics which uses all of its own data.

Other analytical tools usually just piggyback off Google’s data anyway, so you may as well use Google Analytics which is both free and accurate – a win-win situation. 

Google Analytics tracks every minute piece of data related to your site’s visitors and traffic. Uncover keyword insights to find which search terms people use to land on your page so you know which elements of your keyword strategy are working. 

Carrying out a successful and thorough SEO strategy is challenging if not impossible without performing regular analysis of your site. To stay ahead of the curve and competition, use Google Analytics to help you formulate a successful SEO strategy.

Alternatives: Matomo, FoxMetrics

4. Google Data Studio

Google Data Studio Sample Dashboard - Free Google SEO Tools

Find Google Analytics and its vast data overwhelming? Google Data Studio is a free data visualisation tool which presents the data in visual, easy to read reports, and dashboards to help you interpret all the relevant information correctly. 

View graphics like colour-coded maps showing the top countries by sessions or graphs to show you how site sessions are trending. 

It integrates with other SEO tools from Google, such as Google Search Console to ensure your reports are as detailed as possible. 

5. Google Keyword Planner

Google Keyword Planner Landing Page Snippet - Free Google SEO Tools

When it comes to putting together a strong keyword strategy, you’ll need a clear idea of some essential stats to guide your strategy. 

While Google Adwords Keyword Planner was originally designed for PPC, it’s still an excellent Google SEO tool for harnessing keyword data for increasing your organic traffic. 

Enter a seed keyword and find out the monthly search volume, competition and up to 300 suggested keywords. Using these metrics, you’ll quickly find out which keywords are better to include and which you can leave out. 

It’s also easy to export and save data so you can easily refer back to the keywords when you’re planning your content strategy. 

While this Google SEO tool provides plenty of essential keyword metrics, don’t confuse it with being the best or most varied keyword generator. You’ll be better off with more specific keyword research tools. 

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.

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