As all online retailers know, search engine optimization (SEO) is essential for attracting traffic. More traffic leads to more sales, which makes SEO a worthwhile investment for all retail florists. But how do you know that your SEO strategy is working as well as it could?
Google Analytics can help you to assess your SEO campaign and work out how to improve it. Here is your guide to using Google Analytics to get your SEO strategy working as well as it possibly can to bring customers to your site.
Google Analytics prepares SEO reports to help you assess the impact of SEO on your site. You can find SEO reports under the Traffic Sources tab
on the left side of your dashboard. These reports use the following four metrics to tell you about how your site is performing.
- Impressions: This metric tells you how often the various pages that make up your site appear in user-generated search results, letting you know how visible your site is to people searching for florists using your targeted keywords.
- Clicks: This metric tells you how many people clicked on search results to reach your site.
- Average Position: This metric tells you how highly your webpages are ranking in search results for your keywords. The lower this number is, the more visible your site is in Google’s search results.
- CTR – The clickthrough rate is the number of clicks through to your site divided by the number of impressions, multiplied by 100 to express the CTR as a percentage.
So how can we use this information to improve SEO for a retail florist website? One good strategy is to identify the keywords that give the highest clickthrough rate, and focus attention on improving the average position of those results. This approach is efficient because it ensures you are optimizing your pages to target keywords that will deliver in terms of traffic and sales.
Keeping an eye on the SEO reports in your Google Analytics account also gives you early warning of your site slipping down the search engine rankings. Google loves fresh content, so you need to update the text and images on your site frequently. Adding a blog can be a great way to regularly add fresh content to your site. Use your blog posts to target keywords for which your site’s average position in the search engine results page is starting to slip.
Using Google Analytics to assess the impact of your SEO strategy is a smart move for your retail florist business. Google Analytics SEO reports deliver useful information that can help to move your site up the search engine results page so that more people can find your business.