Use Analytics Data to Improve an SEO Campaign

Written by Nick Stamoulis

One of the first things that any business/website owner should do once the website is up and running is to add Google Analytics code to the site. Google Analytics provides website owners with a wealth of information at no cost. Without Analytics information, it’s nearly impossible to know how your site is performing. It’s like operating a site blindly, hoping that it’s generating visitors but not actually knowing what’s working and what’s not. Seems like common sense to add the code, but it’s shocking the number of website owners that just simply don’t have the knowledge to understand how important the data is. Analytics information is very valuable throughout the course of an SEO campaign.

Here are 3 important components to check for SEO purposes:

Entrance keywords

Within Analytics, go to Traffic Sources and then Overview. The Overview page contains a list of the Top 10 keywords that generated visitors within the designated time period. Clicking on “View Full Report” provides up to 500 keywords. It includes the number of visits and the percent of organic visits that each keyword generated. One important thing to pay attention to is the number of branded search terms vs. non-branded search terms. If you have a strong brand it’s likely that many of the top keywords will be branded. There’s nothing wrong with that, but non-branded terms should improve over time as you build your SEO campaign. The non-branded keywords that generate traffic should be in line with what you are targeting on the site. The entrance keywords may lead you on to some new ideas or long tails that you can begin to target on the site or within future content marketing efforts.

Referral sources

Within Analytics, go to Traffic Sources and then Sources and then All Traffic. This list includes any site that sent traffic to your site. Typically the first items on the list are the search engines followed by sites that you advertise on. If you are looking for search engine only traffic, go to Advanced Segments and click on “Non paid search traffic”. This will show you the top performing search engines. The top 3 are almost always Google, Yahoo!, and Bing but you can also see data from smaller engines like AOL and Ask. Referral sources data allows you to evaluate the success of your link building. Remember, link building isn’t just about links anymore, it should also be about generating traffic. If you are advertising or publishing content on certain sites but it isn’t resulting in any traffic, look for alternate opportunities that may be better worth your time. Some referral sources may surprise you and it may be possible to begin a relationship with these sites.

Successful content

Within Analytics, go to Content Overview. This will show you the Top 10 performing pages. For a more in depth look, click on “View Full Report”. This will show you data like the number of page views, unique page views, time spent on the page, and the bounce rate. It’s helpful to know what components of your site are the most popular and what people are looking for when they go to your site. This is very beneficial if you have a blog. You can create content that is based on the top performing pages of your site since that’s what people are most interested in. You can also see what blog posts are performing well and create content on similar topics.

Categorized in:

Like what you've read? Please share this article

Read What Full Service SEO Clients Say About SEO Firm Brick Marketing

"Brick Marketing is levels above all integral part of my team"

“I have formed an invaluable marketing partnership with Brick Marketing. Nick Stamoulis and the rest of the Brick Marketing team are professional, timely, thorough and take time to, not only succeed at the tasks, but also educate myself and my team on the strategies in the process. Since my first encounter working with Brick, I’ve changed organizations and have taken them along with me…they are that good! In my experience in working with many outside agencies who over-promise and under-communicate, I can truly state that Brick Marketing is levels above all others and vested in our relationship. They are not just an SEO consultant, but an integral part of my team. I highly recommend Brick Marketing for any company looking to significantly increase search engine competitiveness and internet presence.​”

– Jodi Murphy, Marketing Director EUXmedia

"Our keyword rankings have improved and traffic has increased"

“The Brick Marketing team, was critical to ensuring that our new Web site is optimized to drive maximum traffic. Our keyword rankings have improved and traffic has increased thanks to her assistance and advice. In addition, they executed a strategic link building program that helped further increase Web traffic.”

– Lauren LaFronz, Director of Marketing, enChoice, Inc.

"dependable, professional SEO company"

“Brick Marketing has been a dependable, professional SEO company that has helped us get results. In the last 6 months of using their services, visits to our website have increased by almost 30%. Our dedicated SEO Specialist was pleasant to deal with. Her suggestions for articles and press releases were industry specific. Brick Marketing always answered our phone calls and emails within an hour which made us feel valued as a client. I would recommend Brick Marketing to all businesses to handle their SEO needs.”

– JoAnne Loftus, Archival Designs, Inc.

"traffic has increased over 80% year-over-year"

“When we started working with Brick Marketing, we had just been subjected to a Google algorithm update and our websites both took substantial hits to traffic. Within a few months, Brick has taken both of our websites to pre-algorithm traffic and conversion levels, and for the CallFinder site, the traffic has increased over 80% year-over-year. Their expertise in SEO, responsive design, and content marketing helped us turn the situation around, and we could not be happier with the results we’ve seen in just our first four months of working with them. The team we work with at Brick Marketing is always available for off-the-cuff consultations and are at the ready to provide recommendations and suggestions to improve our site’s appearance and performance. They are truly a hands-on partner, which is immensely valuable to our business.​”

– Jeanne Landau, Director of Marketing |

"highly recommend Brick Marketing to all of my clients"

“After working with many other SEO firms and not being satisfied I finally was introduced to the Brick Marketing President and Founder, Nick Stamoulis. Nick Stamoulis has educated me about SEO and has provided me with a well rounded SEO package, not only does he offer top quality services he also educates his clients and spends the time to explain everything and their SEO pricing is competitive. I will highly recommend Brick Marketing to all of my clients. Brick Marketing is an A+ for SEO services.”

– Mike Cardella, Integrated Computer Services

"superior knowledge of marketing on the internet"

“I have had the good fortune to work with SEO expert Nick Stamoulis and his team at Brick Marketing and it was clear form the get go that Nick had superior knowledge of marketing on the internet. The SEO campaign and technical writing that Brick Marketing provides has been impressive, where in the past we struggled to find the high levels of competence in these two skill sets. Were only just beginning with Brick Marketing and look forward to growing with their expert guidance. Thank you Nick Stamoulis and the Brick Marketing team!”

– Craig Raubenheimer, President, Roan Solutions, Inc.

"Brick Marketing is rock solid and essential in building a strong marketing foundation."

“Brick Marketing is extremely valuable for feedback and advice in many aspects of marketing, not just SEO and I look forward to continuing to work with them over the long term to continually improve our business and increase sales. That’s what it’s all about. Just like their name implies, Brick Marketing is rock solid and essential in building a strong marketing foundation.”

– Jeff Nicholson, President Freely Creative, Inc. /

"Brick Marketing is "solid" when it comes to support for SEO marketing advice"

“I had been impressed for a long time with the content that Brick Marketing was sharing in their informative blog posts and articles. I chatted with Nick Stamoulis a couple times and decided that he was the expert I wanted to work with. I have worked with Brick Marketing for about six months and they have helped us resolve several SEO related issues pertaining to our website. Our account rep is always just an email away with answers to any questions I have and suggestions for how we can improve what we’re doing. Brick Marketing is “solid” when it comes to support for SEO marketing advice. I definitely recommend them if you want to feel more secure about how your website is performing in searches and have the confidence that everything being done to improve your rank is white hat and legit.”

– Paul Rarick,

"went above and beyond to help us with any SEO issues"

“We hired Brick Marketing to manage our SEO, but they ended up also managing our company blog, social media marketing, helped us launch a pay per click advertising campaign, migrated our website to a new domain and so much more! Our SEO Specialist is always quick to respond whenever we had a question and went above and beyond to help us with any SEO issues.”

– Mory Creighton, CEO, Pinpoint Laser Systems

"Brick Marketing has been a tremendous resource for our business"

“Brick Marketing has been a tremendous resource for our business. Through their expertise with the ever changing world of SEO, our web presence is as strong as ever. Our working relationship with Nick Stamoulis and Danielle Bachini has been outstanding. In collaboration with web designer Chris Roberts, we were also able to develop the perfect responsive website that truly reflects our business. Thank you Brick Marketing!​”

– Ellen Parlee, Parlee Farms

Contact Us about brick marketing Industries We Serve Case Studies

Need Assistance? Please Contact Us Below: