Improving Search Engine Optimization (SEO) using Analytics – Part 2
Let us continue the discussion from the previous blog.
Page Loading Time
While page loading time is a secondary factor influencing your SEO rank, it has more important implications on usability. Studies have shown that people are less likely to shop or consume content at sites that have poor page loading times. Therefore, even if you manage to bring users to your website, say through google ads, slow page loading time can turn them off.
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The best way to find page loading time is through Google page speed tools as below:
Enter your URL and you will see a score for both your mobile as well as desktop use. Furthermore, it provides useful tips to improve speeds.
There are other tools you may also want to check out, including:
In Google Analytics
There is also a section in GA that shows page speeds:
Behavior > Site Speed
However, this report uses only a sample of page loads to derive stats. If your website does not have good traffic, you may end up seeing a lot of zeros for load times.
A “bounce” is defined as a single-page session on your site. Bounce rate is the number of bounces divided by total number of sessions.
High bounce rate is a secondary factor that influences SEO ranking. In addition, high bounce rate works against the goals of your website, if the goal is for the visitor do an action in a different page.
Bounce rates of landing pages, including the home page can be found in Google Analytics as below:Behavior > Site Content > Landing Pages
Use this report to identify pages with the above-average bounce rates. You can the focus on those pages first before moving on to other improvements at the site.
Site bounce rate varies by the type of business, with news and blog sites having highest bounce rates. For ecommerce, average bounce rate is 57%, but can be as low as 35% for top performers (link to reference). Typically, larger the ecommerce site, lower the bounce rate. It would be worthwhile to check average bounce rate for sites comparable to yours so you can benchmark it.
Internal Site Search
If internal search is enabled at your site, it can be a great resource to figure out what people are looking for at your site and respond by creating new pages and content. To find the internal search stats in GA, go to
Behavior > Site Search
You can see the internal search phrases and other valuable information to further refine your site and make it friendlier to SEO.
More searchers are getting to your site through mobile devices and therefore, Google has made mobile-friendliness a factor in search rankings. Consequently, it makes sense to understand mobile traffic and optimize for it. For this, in GA, go to
Audience > Mobile > Overview
This report will Show the proportion of sessions from mobile as well as their behavior once at the site. Optimizing for mobile can give you a great advantage over competition.