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Using Google Analytics to Unveil Organic Search Insights

A tablet showing analytics.

It is extremely important for businesses to study their online data and analytics as it can help to optimise their website for the customer base and build more traffic to the site. By gaining insightful data a business can understand its customer’s behaviour and how to gain more clients and reach. There are some great resources and websites that can help a business track its site’s analytics, however, Google Analytics is arguably the best tool, with it cutting reporting times by up to 50%, and it’s free to use!

The intersection of Google Analytics and Search Engine Optimisation (SEO) holds extreme potential for businesses aiming to boost their online visibility. By utilising Google Analytics, a business can gather valuable insights into its website’s organic search performance which can help make data-driven decisions to optimise SEO strategies. At SEO Flatrate we are experts in creating and developing Google Business Profiles and studying Google Analytics for Small to Medium Enterprises to help increase website traffic.

What is Google Analytics?

Essentially, Google Analytics is a service offered by Google which allows a business, or digital marketing agency on behalf of a business, to track and analyse a variety of statistics related to a website’s performance. Google Analytics provides a wide range of data such as the number of page views and the bounce rates of a website. More advanced information can also be tracked like where the traffic arrives from, the demographic of users and conversion rates. Google Analytics produces an abundance of data, but the real value lies within the interpretation of this data, this is where digital marketing professionals such as SEO Flatrate can help. Taking action upon these insights can grow a business’s customer base and reach. This can be achieved by identifying key performance indicators (KPIs) which align with a business’s aims, tracking user behaviour, and identifying webpages that have high bounce rates while continuing to optimise these successful pages. Setting up Google Analytics is straightforward and there are many guides online to help businesses get started.

Understanding Organic Search Traffic

Unlike paid search, where traffic is drawn to a business’s site as a result of paid advertising, organic search traffic is where visitors reach a company’s website naturally through unpaid search engine results. With Google Analytics, businesses can track the performance of their organic search traffic which can provide crucial insights into the keywords and phrases that drive visitors to the site. If a business understands what search terms generate this organic traffic, a business can then optimise its content to target those certain keywords. This will improve the website’s visibility on the search engine results page (SERP). Within Google Analytics there is a report feature called ‘Organic Keywords’ which presents an overview of the search terms which have drawn traffic to a website. As well as tracking keywords that you are intentionally ranking for, a business can also identify new keyword opportunities.

Evaluating Landing Page Performance

With the use of Google Analytics, you can track your ‘landing pages’ which are the pages on your website a user has organically found due to their searching terms; these pages can also be known as ‘lead capture pages’ or ‘destination pages’. With the use of Google Analytics, you can view data on how much time is spent on a landing page, this lets a business know if their landing pages are successful for the search terms a user has entered. Furthermore, with Google Analytics you can also study the bounce rate, this is where a user enters a site and then immediately leaves rather than continuing to other pages within the site. Finally, Google also supplies the conversion rate of these landing pages. This is the percentage of users who have undertaken the desired action of the website such as: making a call to the business, filling out a contact form, getting directions to the business or purchasing a product.

Integrating Google Analytics with Search Console

Google Analytics helps a business to understand who is using their site, the user’s behaviour and how a user discovered the site. Whereas Search Console is more focused on SEO performance and the technical health of a website. As a business, you can integrate your Google Analytics with Google Search Console which unlocks even more organic search insights. Search Console allows a business to access data on user impressions, click-through rates (CTRs), and the site’s average position in the SERPs. The two tools were created by Google to work seamlessly together to create a complete understanding of a business’s marketing efforts and to enhance performance. At SEO Flatrate we use both of these tools together to identify strengths and weaknesses as well as to uncover future opportunities. By integrating Google Analytics and Google Search Console a business can successfully refine its SEO strategies and gain more traffic towards its site.

Building Organic Searches for Businesses

At SEO Flatrate we are experts in optimising websites to gain more organic searches and building a larger customer base. If you require SEO services or assistance with your digital marketing, then contact us on +44 (0)1202 911141 or email

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