Google Analytics SEO Tracker Template

Example SEO Tracking with Google Analytics

Using data from Google Analytics we're able to:
  • Identify all of the pages getting traffic from organic search and sort out the top ones
  • Show a trendline for the last 30 days to understand if the traffic from Google is growing or shrinking
  • Understand if our bounce rate is in an acceptable range and if there has been any change in bounce rate over the last 30 days
  • Understand how much of our content a user interacts with when landing on a given landing page as measured by pages/session

Resulting Spreadsheet

Here's what the resulting spreadsheet looks like:
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Get the Spreadsheet

SyncWith User

  1. Open the add on Sidebar
  1. Search for Google Analytics
  1. Select Google Analytics v3
  1. Select Top Search Landing Pages

Not a SyncWith User

  1. Install the Addon
  1. Open the addon Sidebar
  1. Search for Google Analytics
  1. Select Google Analytics v3
  1. Select Top Search Landing Pages

Using the Spreadsheet

No work is required to use the template by default data is pulled in every day for the last 30 days. Currently the template shows detailed data on the top 20 landing pages as ranked by total sessions in the last 30 days. If you want to add the additional analysis to more rows simply drag and drop the cells c23:l23 down to add the detailed analysis to more landing pages, eg:
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Spreadsheet Design

If you're interested in changing the functionality of the spreadsheet it's helpful to understand how it's been built, here's a high level snapshot of the spreadsheet:
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Connections Used

Historic Data

  • Pulls in two dimensions:
    • Landing page so that we can get metrics for all the pages google search is sending us traffic on
    • Date so we can see trends over time
  • 5 Metrics are included:
    • Sessions - so we can see how many people google organic search is sending
    • Pageviews - so we can see how many pageviews a session to the various landing pages drives ( also required to calculate pages per sessions on an aggregate basis
    • Bounce Rate - so we can see the bounce rate by day by landing page
    • Bounces - so we can calculate the aggregate bounce rate for a given period ( you should not average a bunch of bounce rates if you want your numbers to be correct )
    • Pages / Session - so we can easily graph pages/session over time per landing page
  • We have two filters setup, both of these are designed so that we're only getting data for visits from google organic search in order to do that we're:
    • Limiting the Medium to organic
    • Limiting the Source to Google
  • The connection is set to pul the last 30 days of data. You could extend this but every day adds another row for every landing page. The connection has a row limit of 10,000. Depending on the size of your site you may hit this limit. You can extend this as high as 20,000.
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  • Finally the connection has a default sort base on Sessions descending this ensures that the landing pages driving the most traffic are included
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Using Google Analytics v3 API Data to Improve Your SEO

Analyzing Bounce Rate

Your bounce rate tells you when people are or are not engaging with your website. If they stay and get value your bounce rate goes down. Google doesn't want to send traffic to web sites that aren't a good experience for their users. If users are bouncing back quickly and not satisfying their search it stands to reason your rankings in the Google index will suffer.
Bounce rate is when a user visits a single page and then leaves without doing anything else. If users don't perform any actions, click a link, fill out a form, nothing, they just leave then that's considered a bounce
Understanding your bounce rate is critical to improving your site and optimizing your SEO and site conversion strategy.

Is My Bounce Rate Good

Bounce rates are somewhat site dependent but what isn't site dependent for most marketers is the goal of having users spend time and engage in your site. Understanding how users are behaving for your top search pages is critical. The template auto formats the bounce rate with conditional formatting to tell you if your bounce rate is good or bad. It uses the following breakdown:
  • >70% - BAD
  • 56-70% - NOT GREAT
  • 40-56% - AVERAGE
  • <40% - GOOD
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Improving Bounce Rate

The great thing about looking at bounce by landing page is you don't have to do as much guessing, you can start by going to the page and seeing what the experience is like for the user:
  • Do they get what they want and just leave
  • Is that page too slow to load
  • Do you have enough links / content to keep them interested

Understanding the Value you Create

At the end of the day if you're creating value and answering the questions people have when going to Google search you'll drive good results. This template helps you see from a high level all the pages that get traffic from Google search and lets you ascertain the quality of those sessions:
  • Are the bouncing right away
  • Are they staying and interacting with many pages
  • Are the changes I've made to improve things working