Analyzing Organic traffic with Google Analytics

If you want to improve your search engine marketing performance, you have to know it in the first place.
To keep track of your traffic, perhaps the best free tool around is Google Analytics.
All you have to do is to register with Google Analytics and add your website domain.
In the Acquisition section found through the left menu, select the subsection “All traffic”, then “channels”. On the right, you will see the channels report, where Organic Search is one of the channels. It accounts for all organic visits (both unique and repeated) your website got within the given period.
Another subsection you can select under “All Traffic” is “Source / Medium”. This report shows you the distribution of your organic traffic between search engines.

How to analyze organic traffic from Google only?

On the “Source / Medium” report, you will see such labels as Google / organic or Bing / organic, etc., where the first term stands for the Source and the second for the Medium, specifically “organic” in our case. You can turn the representation of specific sources on and off based on what you want to consider in detail.

Using the Google Search Console

There is a whole different way to access the Google organic visits data including the performance of various keywords, namely through the Google Search Console.
Simply follow the link and press “Start now”. After adding your website, you select “Performance” and then “Search Results”.
You will also see the tab labeled “Queries” which lists all the search queries whose authors ended up on your website through organic search. It also ranks the keywords with respect to the number of users each brought. The term “impressions” means the organic search results, whereas the term “clecks” denotes the actual visits.
Besides queries, the “Pages” tab of the Google Search Console allows you to compare specific pages of your website and understand which of them has been receiving visitors with each of the keywords.

Compare organic traffic to other types of traffic

Considering organic search traffic specifically in insightful, but keep in mind that you should also compare its performance with other sources present on the “Sources” report, such as:

  • Direct traffic, i.e. visits by users who have already known your web address. They may have taken it from your business card or a billboard, or simply have had it saved in their browser bookmarks.
  • Paid search, meaning the users who clicked on your link from the Ads section of the search result page. Your organic link might have been available just a few lines lower but they did not find it.
  • Display traffic stands for visits drawn by your ads on other websites, including the Google Ads if you use the option to display your banners and links on the websites belonging to the Google display network.
  • Social traffic, i.e. visits by users who clicked your link from any website recognized by Google as a social network. Note that Google does not consider all websites that claim themselves to be social networks as such - it is up to Google to tell.
  • Referral traffic, i.e. visits by users who clicked on your link on any other website besides search engines, social networks and some other websites that mention yours with a link accompanied with a “noreferrer tag”. This tag conceals the referral data from Google, and such visits are counted as “direct traffic”.
  • E-mail traffic means the visits by links from emails you have sent using specialized email marketing software synchronized with Google Analytics.

Google Analytics allows you not only to compare the amounts of traffic delivered by each of the sources, but also investigate their further performance.
For example, you may discover that only 10% of your traffic has been generated by organic search, but these are all the people who eventually become your customers. Paid traffic may have been 50% but if all the paid visitors just come and go buying nothing your advertising efforts make no sense. This kind of picture suggests you should put all possible efforts to increase organic traffic and revise your PPC campaigns.

To sum it up, know your traffic, learn your search engine marketing performance with respect to the traffic it generates as well as to the conversions resulting from it, and improve it using the know-hows we will discuss in one of the following articles.