SEO KPIs: Landing Page Analysis

Lets take a look at building KPIs for SEO

If you haven't already you may find our article on building marketing KPIs instructive, otherwise let's jump in on how to analyze landing pages with Google Search Console and Google Analytics. One thing that's important to understand for you SEO strategy is where you're currently getting search traffic from

Top Landing Pages from Search

We're going to connect live in this tutorial to your Google Analytics account to get your top landing pages from search for the last 90 days.
So now we have our top landing pages from Google organic search. You can see the connection configuration to the left:
  • only landing pages and sessions
  • ordered by sessions descending
But is this actionable and to what end? Perhaps we should look at having a KPI that at least 30% of the traffic to our blog posts come from search. We could then look at all our landing pages to see:
  • What % is coming from search
  • Which blog posts are over / under performing
  • We could run our posts through various tools to see why they're under / over performing to try and hit our KPI
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Let's Pull Data from Your Account

Top Landing Pages by Traffic Source

The following api connection pulls the top landing pages by traffic source from Google Analytics v3.
Now we can:
  • Build a pivot table showing the % of traffic coming from each source
  • Show our top 10 landing pages and what % of traffic the drive and what the split is between referral, search and direct
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Performance of Content in Google Search

If content isn't ranking well we can try and understand why - perhaps it doesn't rank highly in Google for various terms we'd hope it would. We can investigate further with Google Search Console.
We can utilize an API connection to Google Search Console which pulls all the time our site was shown in the search results regardless of whether a user clicked to our website for the last 30 days.
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SEO Insights

We can now see:
  • How many visits we’re getting from search (clicks)
  • CTR that users have for our listing in search vs others
  • Position each page has in the search result
  • Number of times we showed up in the search results (impressions)
This gives us a tonne of insight and lets us understand things like:
  • If page x ranked hire how much more traffic could we get
  • Is our listing in Google have a low CTR - maybe our page title and description need improving

Manipulating Search Console Data

Now that we have our search console data we can understand:
  • How well does a page rank for a given search query
  • How strong is our CTR when our page appeared in the search results and were viewed by a user.

Now Take Action

  • Improve your pages in the SERPs → title, descriptions, etc.
  • Improving keyword ranking → Improving content, garnering relevant back links
  • Improve content based on keywords users are using
  • Target link building based on a poor ranking in the SERPs

Try it yourself

  • Do some analysis:
    • Filter which keywords have the highest impressions but low CTR - improve those pages in search
    • Find pages with high CTR but low position - promote your content to others who might find it useful

Other Enhancements

  • Download goals and events to understand which pages convert well and where you can focus your SEO efforts in terms of driving conversions