Before or during an SEO campaign, it’s crucial to have the ability to audit your website and get the information you need from Google Analytics data to leverage your SEO performance. Below are 5 useful areas to cover when navigating through Google Analytics.

So, you currently run a cleaning business in London. You provide three main services, office cleans, house cleans, and end of tenancy cleans.

Your website is 2 years old and your goal is to drive more bookings through your site with SEO.

 Service Pages:

Look at your service page categories and identify room for improvements.

Load times: As well as being a crucial factor for rank positions on the SERP, poor load times can result in poor UX and lost opportunities. Below are instructions to check page load times on Google Analytics:

Select the correct dates before doing this to ensure you get the intelligence you want.

Apply organic traffic to get the right intelligence. To do this Select “ALL USERS” scroll down and apply “organic traffic”.

  1. Left Hand Side- select Behaviour
  2. Select Site Speed
  3. Select Page Timings


On the righthand side it will show an avg. Page Load Time drop down. Under this will show an overall page loading time average. Under this average will show a percentage either in green or red for each individual page. If in green subtract from the overall average as this indicates the page is faster than the overall average. If in red add on the percentage to the overall average as it means the individual page is slower.

Below are a list of potential reasons why your pages may have slow loading times:

-Unoptimised Images

-Issues with Java Script

-To many http requests

-Issues with hosting

-Incorrect DNS resolution


 Bounce Rates:

Although bounce rate cannot be looked at in isolation, it’s a good starting point to understand how users are behaving on specific pages. Instructions below to check on page bounce rates:


  1. Select Left Hand Side- Behaviour
  2. Select Site Content
  3. Select All Pages

Once you are on all pages, 5 columns down will show the bounce rate percentage of each individual pages. To make it easier you can search in phrases to find certain service pages quicker.

Below are some potential reasons why you may be experiencing a high bounce rate:

-Products being out of stock

-Bad copy: Spelling mistakes, bad grammar, language hard to understand

-Poor navigation onsite

-poor load times (under 4 seconds)

-Not having clear CTAs


Time Users Spent on Site:


To Maximise CRO, SEO agencies understand the importance to understand user engagement on your site. Just like bounce rate, “time spent on site” shouldn’t be looked at in isolation but comparing this with conversion data can provide actionable insights. Instructions below to check page load times on Google Analytics:


  1. Select Audience
  2. Select Overview
  3. Below you will see a box labelled ( Avg . Session Duration ).

Below are some potential reasons why you have a low average of users time spent on site.

-Dense content which takes long to read

-Poor load times

-Bad site navigation

-Taking the wrong users to your landing pages

-Poor mobile usability

User Devices:

Although Google Favours mobile performance over desktop for SERP positions, knowing what devices your traffic is coming from is important for an effective CRO strategy. E.g. if you’re a b2b company and most of your traffic is coming from desktop, you want to ensure the user experience on desktop is the best it can be. Instructions below to check the percentages of traffic coming from desktop, mobile and tablet.


  1. Select Audience
  2. Select Mobile
  3. Select Overview

A difference in traffic between mobile and desktop could indicate the following:

-Site is not mobile friendly

-Targeted demographic tend to use mobile over desktop or visa versa.


Goals & Conversions

It’s essential to have goal and conversion tracking set up to ensure performance is tracked efficiently. To set-up goals firstly:

  1. Enter your Google Analytics standard reports
  2. Select admin button on the right-hand side
  3. Select goals
  4. Select goal sets and set up a new goal e.g. request a quote

To keep track of your goals:

  1. Select conversions
  2. Select goals
  3. Select overview

Benefits of setting up goals in google analytics include:

-visibility of leads coming into a business

-understand the value of keyword rankings

-Test and measure different conversion metrics

If you would like further assistance or advise on conducting an SEO Audit for your website, do not hesitate to get in touch with somebody in the team today.