You can now evaluate the power of your landing pages for generating leads and sales from organic traffic
Recommended link: Google Analytics article
We're 'quite excited' by this new feature from GA since it gives back some insight which was lost 3+ years ago when Google stopped reporting on keywords from organic search when it blocked reporting of encrypted search terms, labelling them as the opaque 'not provided'.
What marketers need to know about this new feature
1. You can now see not only the volume of traffic generated by organic keywords, but also the visit quality
When integration is configured we have been able to see estimates impressions and clickthrough of search volume for different keywords, which has been helpful since Google blocked reporting secure searches with keywords reported as not provided.
This means that you can now see data on bounce rate and conversions in Google Analytics as shown here. Previously just volumes of visits were shown, alongside Impressions (numbers of searches) and clickthrough rates.
2. You need to configure integration of Google Search Console and Google Analytics to benefit
When we're working with businesses to audit their customisation of Google Analytics we often find that they are not taking advantage of this integration to get the insights shown above and below in this post.
If you go to the Acquisition, Search Engine Optimization menu (which in future will be renamed Google Search Console) on Google Analytics and you don't see organic keyword data then you will need to set up Google Analytics - Google Search Console integration as explained by Google here.
3. Data is provided at a landing page level giving other insights too. Google explains that:
"Each of these new reports will display how your organic search traffic performs. As data is joined at the landing page level, Landing Pages, Countries and Devices will show both Search Console and Google Analytics data, while the Queries report will only show Search Console data for individual queries".
Here is an example (with landing pages) anonymised on the left.
So, the benefit is that now you can break out the success of your organic search data by...
- Mobile devices like smartphone
So, this can help you to see the effectiveness of your SEO in attracting visitors in different countries and on Smartphone at the detailed landing page level.
4. The menu / navigation label where you access this data has been changed.
Previously, this data was accessed from the 'Search Engine Optimisation' menu availalable in Google Analytics in the Acquisition section. It has now changed to the less clear 'Search Console' option which does have the benefit that the need for integration is clearer.
5. Roll-out is over 'the coming few weeks'.
This feature is 'coming real soon now'. We're not seeing this feature yet, but will update you when we do. Enjoy!