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Google Analytics is an SEO’s bread and butter. I’m currently working my way through their awesome qualification program.
Aimed toward marketers, Google Analytics provides detailed statistics about a website’s traffic and traffic sources. In the Dashboard, you can view these statistics for any period of time of your choosing.
The menu on the left gives you access to even more detailed reports about your audience, traffic sources, content, and conversions.
The Audience report provides demographic information about your audience, including which country they visited from and which language they speak. It also reveals what platform and/or browser they used to access your site, and their behaviour on your website (how long they stayed for on average, how many pages they visited on average, etc.).
The Traffic Sources overview will tell you how many visitors to your website came from search engines, direct visits, social networks, or referring sites. Using this information, you can determine where you need to focus your efforts (e.g. if most of your visits are coming from social networks but very few are coming from search engines, that means your social media strategy is good but your SEO could use work).
The Content report shows you which pages of your website are attracting the most traffic; you can see metrics such as the number of visits, average visit duration, bounce rate, and % new visits for each and every page on your website.
The Conversions report shows you how many of your goals (e.g. form submission, sales) have been completed and the conversion rate for each one. This is particularly useful if you’re running an e-commerce site.
All this information is very helpful for planning and tracking your Web marketing strategy.
Google Webmaster Tools
Google Webmaster Tools is a free service for webmasters that allows you to check and monitor the indexing status of your website. The many tools it offers allow you to:
- Submit and check a sitemap
- Check the crawl rate of your site
- Get a list of internal, external, and broken links to your site
- See what keywords people are using to find your site, and their click-through rates.
Perhaps the most useful of these tools for SEO purposes is the keywords tool. Whereas Google Analytics shows you total traffic to your website from search engines, Google Webmasters Tool shows clicks and impressions for each keyword separately. With this information, you can determine what keywords you want to target in your SEO or SEM campaigns.
For troubleshooting, Google Webmaster Tools provides a list of crawl errors and even allows you to Fetch as Google to see a page as Google sees it. This can be invaluable for figuring out why a page is performing poorly in search results.
Google AdWords Keywords Tool
Google Adwords is primarily used for creating paid search advertising campaigns, but its Keywords Tool has great applications for SEO. Similar to Google Trends, you can punch in a keyword … Read More