SEO Analytics

SEO Analytics: A Comprehensive Step-by-Step Guide

This comprehensive guide endeavours to enlighten the reader on the intricacies of SEO analytics, facilitating a profound comprehension of optimization endeavours. Recognize that SEO analytics transcends mere numerical presentations; it represents a harmonious marriage of data and the surrounding milieu. Envision data as linguistic constructs and the milieu as the adhesive essence, forging coherence among these constructs. Delve into the art of deciphering SEO metrics and refine your promotional stratagems to paramount effectiveness.

What is SEO Analytics?

SEO analytics is elucidated as the craft of amassing and dissecting information to procure an enriched comprehension of your website’s organic prowess. A potent SEO examination illuminates pivotal sectors warranting emphasis in the quest for search engine optimization. To attain mastery in SEO analytics and relay cogent data, harness instruments such as Google Analytics or Google Search Console.

5 Types of SEO Analysis

1. SEO Content Examination

An SEO content examination is defined as the act of assessing extant materials on your digital platform with the aim of ascertaining strategies for attracting superior-grade traffic to each segment. Such an assessment aids in pinpointing realms necessitating enhancement to bolster conversion rates. Through these evaluations, you obtain insights regarding which blogs or e-commerce sites and distinct pages:

  • Witness a diminishing influx of search-driven visitors, a phenomenon potentially attributed to cyclical variations, technical quandaries, or algorithmic shifts;
  • Impinge upon your entire site’s functionality adversely;
  • Offer tangible worth both to search result listings and digital wanderers.

2. Web Domain Review

A web domain review stands as an exhaustive appraisal targeting the cumulative efficacy of a digital domain. This evaluation amalgamates insights from all pages, resulting in a holistic SEO vitality quotient.
Elevate your domain’s operational prowess by seamlessly weaving an SEO review into your optimization blueprint. The advantages encompass:

  • Spotting potential snags present either within or outside your site’s confines;
  • Augmented distribution of search terms;
  • Thorough analyses of rivals, unveiling their triumphant methodologies.

3. External SEO Dynamics

Off-page SEO, occasionally termed external SEO, encompasses endeavours outside your web domain aimed at influencing your standings in search result panoramas.
Key areas of analysis here include:

  • Anchor text dispersion;
  • Calibre of linking origins;
  • Accumulated links directed at particular pages;
  • Visitor influx stemming from these backlinks. To sculpt a robust link portrait, SEO aficionados must weigh several facets:
  • Amassing a substantial collection of organic, pertinent, and eminent links;
  • Employing an innate choice of anchor text;
  • Minimising the presence of subpar links. Expunge nefarious links via Google Search Console. In essence, a backlink profile dissection reveals the collective excellence of links your domain has garnered over its lifespan. Instruments like Ahrefs and SEMrush employ their distinctive techniques to gauge the overarching quality using metrics like Domain Rating and Domain Authority.

4. Internal SEO Mechanics

On-page SEO, alternately coined internal SEO, encapsulates the infusion of SEO golden standards into content with an aspiration for elevation in search outcomes. Key evaluative parameters include:

  • Segment headers;
  • Click-through rate of inquiries;
  • Main title indicators;
  • Content substance;
  • Navigational link fabric. However, this enumeration is not exhaustive. As delineated in the on-page optimization dossier by GOTCHSEO, other elements might sway your position in Google. Hence, it’s imperative to discern those pertinent to your platform. Employing on-page SEO tools assists professionals by furnishing data spotlighting potential enhancement zones. This intel can subsequently guide efforts to:
  • Refine content backed by fresh insights;
  • Broaden horizons by ensnaring an augmented gamut of relevant terms. Moreover, it can proffer insights into your site’s visitor demographics, especially their geographical roots. If evaluations pinpoint a prospective audience cluster from a linguistically distinct region, it could be prudent to invest in SEO translations, thus producing adeptly tuned multilingual narratives.

5. Technical SEO Analysis

Technical SEO revolves around meticulously aligning a website to match the intricate standards delineated by contemporary search engine blueprints. Delving deeper into technical SEO analytics fortifies organic placement in search result tiers. Here’s a glimpse into some pivotal standards:

  • Temporal Dynamics of Page Rendering: A sluggish site may inadvertently erode your digital stature. Google holds a penchant for swift-loading digital terrains, translating into an enriched user journey;
  • Erroneous Digital Pathways: An accumulation of elusive landing zones and fractured pathways tarnishes the user journey. SEMRush, a renowned digital SEO suite, brandishes a ‘Broken Link Examiner’ utility, tailor-made to pinpoint and highlight such digital disruptions;
  • Replicated Literary Constructs: Identical content segments bewilder search algorithms. Such ambiguities usher in doubts regarding which content piece deserves a loftier position, jeopardising the stature of both segments;
  • Digital Sanctuary Protocols: Technical SEO inspections further guarantee your site’s fortified citadel against digital threats. Ensuring user discretion stands paramount in this digital age, demanding unwavering attention. A pathway to this sanctuary is by embracing HTTPS, acting as a sentinel against data interception during browser-site interactions. Ensuring such digital sanctity is further accentuated when anchored with specialised hosting solutions tailored for specific geographies, like VPS Europe. Such meticulous attention to detail is paramount as stalwarts like Google acknowledge the paramountcy of digital security, invariably favouring and positioning HTTPS-enabled sites on a higher pedestal.

How Do You Analyse SEO Data? 

To conduct a perfect and thorough SEO data analysis, follow these 7 crucial measures.

Check your page speed

For digital storefronts, a two-second window is the golden standard. At Google’s end, we ardently pursue a sub-half-second mark.” Research divulges that even a fleeting one-second acceleration can amplify online revenue influx by a striking 7%. Contrarily, tardy load times might amplify visitor egress rates and diminish their gratification with the presented digital design and interface.

In pursuit of granting your digital guests an immersive experience, it’s imperative to measure your site’s velocity. Tools such as Google PageSpeed Insights can be instrumental. Upon gauging, venture into rectifying potential bottlenecks. Commonly echoed remedies include:

  • Invoking Caching Mechanisms: Enabling this ensures a visitor’s digital gateway archives essential assets of your site (like scripts or visual elements). This intervention is pivotal for augmenting the alacrity of recurrent visits;
  • Pruning HTTP Overheads: Should your site accrue in excess of 50 HTTP solicitations, narrowing this figure becomes essential. An initial approach? Excise redundant visuals and truncate image dimensions.
  • Reassess Hosting Alternatives: Scrutinise your current web domicile provider. Perchance, a competitor proffers a more streamlined, rapid loading environment.
  • Condense Digital Assets: Shrinking files curtails the span required for data transference. Platforms like ‘you compress’ can be instrumental in compacting visuals, multimedia, and documents. An intriguing nuance: External scripts, exemplified by GTM or Hotjar, might inadvertently decelerate your site’s responsiveness. Such delays often trace back to the extensive tag repository that digital strategists deploy to monitor and evaluate user interactions. It’s prudent to judiciously deploy tags, deactivating dormant ones, and purging those that impede seamless navigation.

Check your visibility on Google

Per the delineation by Searchmetrics, SEO visibility on Google serves as a barometer reflecting the prominence of a website in organic searches when users delve into search queries on traditional computing devices.

Such digital prominence unravels nuances like:

  • The precision of your keyword alignment;
  • The simplicity with which Google navigates and indexes your digital terrains;
  • The allure encapsulated within your headlines;
  • The meticulousness behind your website’s optimization.

For those keen on gauging this digital visibility, here’s a portal at your disposal. This tool offers a bifurcated visibility diagnosis for both mobile and stationary computing devices. For a more granulated dive, tailored to specific geographies and temporal windows, one might consider undertaking a Google Positional Assessment via SE Ranking.

Audit your images

The strategic curation of images is pivotal in steering the evaluative lens through which search engines perceive your digital landscape. For ensuring your SEO endeavours bear fruit, consider the following stratagems:

  • Delve into image annotations, rejuvenating or integrating alt attributes and pictorial monikers;
  • Curtail image file dimensions without compromising quality;
  • Streamline visual assets, ensuring their adaptability on handheld devices. An intriguing tidbit: In 2018, mobile devices orchestrated over half the global digital footfalls.

Nick, the helmsman at DataforSEO, pontificates on the quagmire of unwieldy media assets: “A conspicuous trend I’ve discerned across numerous digital realms is the burden of colossal media files, severely encumbering the site’s nimbleness. While enterprises ardently aspire to showcase pristine visuals, the absence of SEO calibration for such files can wreak havoc. In some dire instances, the sheer enormity of these files causes websites to capitulate. Motion graphics, too, aren’t exempt from this critique, especially when their prolonged load times obstruct seamless navigation.”

Analyse Your Website Content

Boosting your website’s rankings is a continuous journey, and one of the cornerstones is regularly auditing your content. Keeping your content fresh and relevant can enhance visibility, leading to a notable surge in CTR. Delve into these methodical steps for a comprehensive website content audit:

  • The Primacy of Page Title:
    • Ensure your title remains within the golden range of 50-60 characters.
    • Incorporate compelling prompts like ‘HOW’, ‘WHAT’, or ‘WHY’.
    • Infuse your primary keyword for which you seek rankings.
  • Hone in on the Target Keyword:
    • The fulcrum of your content, the main keyword should mirror the central theme and cater to the probable queries of your target audience.
  • Crafting Meta Descriptions:
    • A succinct meta description is pivotal in drawing in users. Keep it within the recommended character bounds and embed the primary keyword.
    • The SERP Snippet Optimization Tool is an exemplary resource to craft meta descriptions and titles aligning with character limits.
  • Leveraging Secondary Keywords:
    • Subsidiary to the primary keyword, secondary keywords enrich the content by touching upon the related intricacies. They augment your content’s depth, signalling Google about the comprehensiveness of your expertise and alignment with user intent.

Underpinning Content with Robust Links:

  • Dissecting Backlinks:
    • Scrutinise the backlinks anchoring to your content. Filter out the chaff – any spammy or irrelevant links.
    • A comparative study with competitors’ backlink profiles can be revealing. Platforms like serpstat can streamline this endeavour.
    • Aim for a rich tapestry of high-authority backlinks, essentially from domains that resonate with your niche and boast commendable SEO metrics.
  • Navigating Internal Links:
    • Interlinking, essentially connecting different blogs or pages within your domain, weaves an intricate web, guiding Google in deciphering the interrelation of your content.
    • This practice not only elevates the user experience but also accentuates your content’s depth and interrelation.
    • Frequently review and refresh your internal links, ensuring they are functional, pertinent, and enhance the user journey. Eliminate any obsolete or broken links to preserve the website’s professional demeanour and user-centric approach.

SEO Metrics

SEO metrics provide quantifiable insights into the performance and health of a website in the vast digital landscape. Understanding and regularly monitoring these metrics is pivotal for refining your SEO strategy and ensuring your website resonates with both users and search engines. Let’s delve into a comprehensive list of these metrics and their significance:

  1. Leads:
    Leads originating from SEO efforts represent potential customers who’ve discovered your offerings via search engines.
  2. Organic Traffic:
    This refers to the influx of visitors to your site from non-paid search results. Tools like Whatagraph when integrated with Google Analytics, offer a cohesive view of organic traffic metrics.
  3. Referral Traffic:
    It represents visitors arriving at your site from external sources or links on other websites.
  4. Keyword Rankings:
    A vital metric indicating your website’s position in search results for specific keywords. This offers insights into your SEO efforts’ effectiveness for targeted keywords.
  5. Bounce Rate:
    Represented in percentages, it denotes the visitors who explore just one page before exiting.
  6. Pages Per Session:
    This metric reveals the average number of pages a visitor explores in one session. A higher value here typically suggests engaging content and a seamless user experience.
  7. Page Views:
    Denotes the cumulative number of individual page viewings, including repeat views.
  8. Average Time On a Page:
    Indicates the mean duration visitors spend on a specific page. Metrics like “read time” provide a more nuanced perspective, accounting for typical reading speeds.
  9. Top Pages By Page Views:
    Tools like Google Analytics, when paired with Whatagraph, can quickly highlight your most visited pages, offering insights into your most engaging content.
  10. Conversions:
    In the SEO realm, conversions denote specific desired actions by visitors, such as signing up or downloading a resource. It’s a direct measure of your website’s effectiveness in driving user actions.
  11. Average Page Load Time:
    A pivotal metric given the correlation between speed and user satisfaction. Ensuring a swift load time, ideally under 2 seconds, can significantly enhance user experience.
  12. Organic Clickthrough Rate (CTR):
    Denotes the fraction of users who click on your website from search results. While influenced by search ranking, elements like compelling title tags and meta descriptions can boost this metric.
  13. On-page Optimization Scores:
    A holistic score representing both user-facing and technical SEO facets. Tools like offer a gauge of your site’s SEO health.
  14. Impressions:
    A Google-defined metric denoting the frequency a site’s URL appears in search results.
  15. Traffic Cost:
    An estimation of potential costs if you were to bid on organic keywords via Google Ads.

By routinely monitoring these metrics and interpreting their nuances, businesses can ensure their SEO strategies remain agile and aligned with evolving user needs and search engine algorithms. In the dynamic world of SEO, staying informed and proactive is key.

Setting Up Tools

Now let’s talk about the tools you could use to perfect your SEO analysis.

Search engine optimization (SEO) is integral for businesses to enhance their online presence and drive organic traffic. There’s a myriad of tools available to help businesses in this endeavour. Let’s delve deeper into three of the most popular ones:

1. Google Analytics

What is it?
Google Analytics is a comprehensive web analytics service that aids businesses in understanding their website traffic, user behaviour, and the efficacy of their marketing efforts.
How does it work?
By embedding a JavaScript page tag into each page’s tracking code, data is collected from visitors’ web browsers and relayed to Google’s data servers.
Key Features:

    • Monitor user count.
    • Gauge bounce rates.
    • Evaluate average session durations.
    • View sessions segmented by channels.
    • Track page views.
    • Measure conversion rates.

2. Google Search Console

What is it?
Formerly branded as Google Webmaster Tools, Google Search Console is a utility designed to monitor and manage a site’s presence in Google search results.
How does it work?
Webmasters can use it to submit sitemaps, rectify crawling errors, and get crucial data about how Google perceives their site.
Key Features:

    • Submit sitemaps.
    • Monitor internal and external links.
    • Uncover mobile usability issues.
    • Discover which keywords lead users to your site.
    • Receive alerts for potential issues or security breaches.

3. Ahrefs

What is it?
A premier SEO suite, Ahrefs equips users with a plethora of tools spanning keyword research, backlink monitoring, rank tracking, and more.
How does it work?
By leveraging an extensive index of live backlinks, Ahrefs provides insights on site performance, competitive analysis, and keyword optimization.
Key Features:

    • Discover lucrative keywords.
    • Execute site audits to detect potential issues.
    • Analyse your site’s content for performance and relevance.
    • Monitor your rankings for various keywords.
    • Scout competitors’ backlinks.
    • Locate broken links to exploit for backlink opportunities.

While Ahrefs offers an exhaustive set of features, it’s crucial to note that there are alternatives available, especially for businesses working within a tight budget.

Each of these tools serves unique purposes within the realm of SEO. By integrating them into your strategy, you can glean insights, rectify issues, and supercharge your website’s performance in search results.

SEO Analytics Reports & Dashboards

Understanding your website’s performance is pivotal in the digital realm. Whatagraph, an advanced reporting tool, offers a suite of templates and widgets tailored for SEO, streamlining the process of analysing and presenting data. Here’s a closer look at the diverse range of SEO reporting features Whatagraph provides:

Customizable SEO Dashboards and Reports

  • Design Flexibility: Choose from a myriad of templates and widgets to create either detailed or succinct reports, all of which maintain a visually pleasing and comprehensible design.
  • SEO White Label Dashboard: Among the favoured dashboards is the SEO White Label Dashboard. This is tailored for specialists to monitor crucial metrics such as keyword rankings, top pages, CTR, and more. This dashboard specifically sheds light on:
    • Top landing pages
    • Primary traffic sources
    • Bounce rates
    • Click-through rates (CTR)
    • Organic keywords

Integration with Google Analytics

  • SEO Report Synched with Goals: Gauge your SEO outcomes against set objectives using the Google Analytics SEO report. Integrating Whatagraph with your Google Analytics account ensures seamless KPI monitoring.
  • Goal Widgets: This unique feature by Whatagraph enables professionals to monitor their SEO target progress. It also offers the flexibility of defining a specific duration for goal realisation.

Comprehensive SEO Reporting Dashboard

  • Holistic Data Access: For those times when you crave in-depth insights, this dashboard is your go-to. It merges data from popular platforms like Google Search Console, Google Analytics, and SEMrush, offering a consolidated view of pivotal SEO metrics.
  • Data Patterns and Trends: The comprehensive nature of this dashboard helps in spotting data patterns and current trends, facilitating informed decision-making.

Keyword Ranking Reports

  • Essential for SEO Specialists: Keywords form the bedrock of SEO. Thus, it’s no surprise that every SEO expert needs access to keyword performance data.
  • Dynamic Tracking: Monitor and sift through keyword rankings to pinpoint the most effective keywords, guiding your content strategy.
  • Automated Updates: Stay updated effortlessly. Whatagraph’s Keyword Ranking Reports fetch the latest data, ensuring you’re always in the loop. Plus, the convenience of setting up scheduled dispatches for these reports — be it daily, weekly, monthly, or quarterly — means you’re always updated without being overwhelmed.
  • Time-Efficient Reporting: Craft and disseminate exhaustive performance reports faster, optimising your workflow.

In conclusion, Whatagraph simplifies the often daunting task of SEO reporting, granting specialists a clear, comprehensive, and efficient means to track and present performance metrics. The blend of aesthetic appeal and data-rich content ensures your reports are both insightful and engaging.

Bottom line

Embarking on an SEO journey is not just about achieving better search rankings; it’s also a treasure trove of data that, if harnessed correctly, can revolutionise your future strategies. Data-driven decisions lead to measurable outcomes, ensuring that each step in your campaign is backed by substantial evidence. Here’s how to tap into this goldmine:

1. Understand the Power of SEO Data:

  • Data procured from SEO campaigns provides insights into user behavior, preferences, and interaction patterns.
  • It gives a sneak peek into which keywords are drawing traffic, which backlinks are fetching value, and what content resonates most with your audience.

2. The Need for an Analytical Tool:

  • With the abundance of data comes the challenge of deciphering it. An intuitive and comprehensive analytics tool is essential to churn this data into actionable insights.
  • Such a tool not only collates data but presents it in a user-friendly manner, allowing for easy interpretation and strategy formulation.

3. Enter Whatagraph:

  • Trial Opportunity: Before diving in, take advantage of Whatagraph’s generous 7-day free trial. Familiarise yourself with its functionalities and judge its efficacy for your unique needs.
  • Customizable SEO Reports: Tailor your reports to focus on what matters most. Whether it’s organic traffic metrics, keyword performance, or backlink analysis, Whatagraph lets you prioritise and present data in an easily digestible format.
  • Future Strategy Development: With insights from Whatagraph, identify areas of strength and weakness in your current SEO campaign. This enables recalibration of strategies, ensuring future efforts are more targeted and effective.

In essence, while SEO offers the promise of improved visibility and traffic, its true power lies in the plethora of data it generates. And with a tool like Whatagraph at your disposal, interpreting this data and sculpting future-proof strategies becomes a breeze. Dive into the world of informed decision-making and watch your SEO endeavours soar to new heights.

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