Google Analytics is a thing that shows what is happening on your site. Where it came from, what it looked at, how many hours it spent.

If you want to promote your site, this thing really helps.

1. Organic traffic is the heart of SEO

The first thing you should pay attention to is organic traffic . That is, how many people come to the site simply by searching on Google (not from advertising, not from social networks, but because they were looking for something - and found you).

To look in Google Analytics (if you already have GA4):

  • Go to the section "Attraction" → "Traffic Attraction" .

  • Next, select the channel "Organic Search" .

And we look:

  • How many people came from Google.

  • What pages they viewed.

  • How much time was spent on the site.

All this gives an understanding: is SEO working or does something need to be tightened up?

2. What queries bring people – ideas for new texts

Google hasn't shown you the exact words that people use to find your site for a long time now - there's almost no data in Analytics itself. But there is a way out - you need to connect Google Search Console to Analytics.

After that, you can see:

  • What queries does your site appear for in Google?

  • How many times was it seen (impressions).

  • How many times was it clicked (this is important!).

  • And what was the CTR (click-through rate).

This is very convenient - you see what people are looking for, what interests them, and you can write new articles on these topics or improve old ones.

For example: if you see that people often search for "how to choose a budget smartphone", and you have an article "TOP-5 models up to 3000 UAH", but it is not in the top - just update it, add words for the search query, and it can rise higher.

3. How people behave on the site - do they even care?

In SEO, it's not just about getting people to visit your site, but also what they do after they visit . If someone visits and leaves within 3 seconds, that's not very good. Google sees that and concludes, "This site probably isn't very useful." And it can lower its ranking.

To check user behavior:

  • Go to “ Attraction ” → “ Pages and Screens ”.

  • We see it there:

    • which pages are opened most often,

    • how much time they spend there,

    • and what is the "bounce rate" (i.e. how many people immediately closed the site).

What does this give??

  • If a page is popular, but people don't stay there for long, perhaps it needs to be made more interesting, add more photos or examples.

  • And if it's the other way around - people read, go to other pages - this is a signal that everything is fine. Such pages should be shown even more often.

4. Where Traffic Comes From Isn't Just About Google

Sometimes we only look at search and forget that users can come from a bunch of other places:

You can view these sources like this:

  • Go to the " Traffic Acquisition " section.

  • Select " Channels " or " Sources/Media " .

Why is this necessary?

  • You will see where your site is "going" better.

  • Perhaps some social network brings a lot of clicks - then it is worth posting there more actively.

  • Or vice versa - Google traffic has dropped, but more people come from Telegram - then SEO needs to be pumped up a little.

5. How fast does your site load? It really matters.

Nobody likes to wait for a page to load. If a site takes longer than 3-4 seconds to load, many people simply leave.

Google sees this too, and sites with poor speed can lose search rankings.

Google Analytics no longer shows this data, but you can:

  • Check the site via PageSpeed Insights.

     

  • Or if you use the old Universal Analytics — go to « Site Speed » → « Page Load Time » (if you have access).

A simple example (fictional, but illustrative):

Page Average loading time
Home 3,8 seconds
Blog 2,4 seconds
Contacts 5,1 seconds

If you see that the page opens for more than 4-5 seconds, it’s time to reduce the size of the images or consider a better hosting.

6. GA4 — new version of analytics to use

Since 2023, Google has completely switched to a new version – Google Analytics 4 (GA4). If you use the old version (UA), then new data is no longer collected there.

Why GA4 is good:

  • It works better with mobile devices.

  • It automatically collects events: views, clicks, scrolling.

  • It is easier to set up goal tracking (for example, when a person filled out a form or made an order).

  • And most importantly, it will be supported further.

So, if you haven't switched yet, now is the time to do it. The interface is a bit different, but everything is logical and you get used to it quickly.

7. How to Use This Data for SEO: Simple Tips

So, what exactly can you do with these analytics to improve your SEO? Here are some simple and actionable steps:

✅ See what queries bring people and create more content on similar topics.

✅ Find pages with high traffic but a high bounce rate and improve them: add photos, videos, specifics.

✅ Check the site speed - this affects both users and Google.

✅ See what sources people come from, maybe you should develop Instagram or Telegram more actively.

✅ Update old articles, especially those that are already bringing traffic. Some fresh information, and they will go even better.

✅ Monitor changes regularly. Once a week, go to the reports and see what's new.

Conclusion

Google Analytics is a really useful thing, especially for those who want to develop a website and get more people through search. You don't need to be a guru to figure it all out. Just open the reports, see where people come from, what they are interested in, and how they behave. And from this you can draw the right conclusions.

SEO is not magic, it is about logic and attention to detail. And Google Analytics is like your assistant who sees everything and honestly tells you what works and what does not.

So don't ignore it. Even if you are not an analyst - believe me, you will quickly figure it out, and it will give results.

I wish you high positions, good traffic and satisfied visitors 💪