How to Use Google Analytics to Measure Your SEO

Google Analytics is an indispensable tool for SEO. It allows you to track data about all the ways users interact with your website, including traffic from search engines.

This article explains how to track and measure your SEO efforts using data from Google Analytics.

Identify organic traffic percentage of total

According to a BrightEdge study, on average among websites across all industries, the share of traffic from search engines is around 53% of the total.

Of course, each business is unique, and this data may differ for your business. Nevertheless, search engines in many cases still generate more traffic than other channels.

You can check data for your website using the Acquisition – Overview report in Google Analytics:

Acquisition overview in Universal analytics

If you are using GA4 (Google Analytics 4), you can find a similar report in Reports – Acquisition – Acquisition Overview:

website traffic overview in GA4

If you find out that traffic from search engines generates much less traffic than other channels, then you probably need to invest in SEO.

Visualize and analyze your organic traffic

In Universal Analytics, go to Acquisition – All Traffic – Channels, and then choose Organic Search. You should get a report that looks as follows (Universal Analytics):

Organic traffic report in Universal Analytics

In GA4, you need to go to Reports – Acquisition – User Acquisition and select Organic Search:

Organic Search report in GA4

If you notice that your traffic is constantly decreasing, it means that your site definitely has SEO issues that you need to address.

Possible reasons for organic traffic drop may include technical SEO issues, problems with the website content, lost backlinks, etc.

If you don’t observe any declines or observe a steady growth of traffic – this is obviously good.

Look at the distribution by country

In Universal Analytics, go to Audience – Overview, then click Add segment and select Organic Traffic:

Then scroll down and select Country in the Demographics section. You should get a report like this:

Traffic distribution by country

In GA4, you need to select Reports – Demographics – Demographics details and click All users:

Then and add a condition First user medium – organic:

GA4 condition users organic traffic

This way, you can only see data for users who came from search engines, and not for all users. You should get a report like this:

Demographic details report in GA4

With this report, you can check if organic traffic is actually coming from the target country(s).

Find the most effective landing pages

In Universal Analytics, go to Behavior – Site Content – Landing Pages, then click Add segment and select Organic Traffic (see above). You will get a report like this:

In Google Analytics 4, go to Reports – Engagement – Pages and Screens, then add a condition First user medium – organic (see above):

landing pages GA4

If you see that some pages, which are supposed to generate organic traffic, are not generating it, you can optimize them by following the SEO checklist.

Identify the distribution between different devices

In Universal Analytics, go to Audience – Mobile – Overview, then add segment Organic traffic. You should get a report that looks as follows:

desktop vs mobile traffic in universal analytics

In GA4, go to Reports – Tech – Tech overview. Then add a condition First user medium – organic (see above). Scroll down and you’ll see the Users by Device category report:

users by device category in GA4

If you click on View device categories, you will get a report like this:

desktop vs mobile traffic in GA4

It is important to check two things here: what device category generates the most traffic to your site, and how users interact with your site on different devices – bounce rate or engagement rate.

If you see that the Bounce Rate / Engagement rate is much higher for mobile devices than for desktop devices (or tablets), this might indicate that the mobile version of the site is less convenient for users than the desktop version.


Google Analytics is a very useful tool for everyone who works in SEO. It contains data that is often impossible to find in any other tool.

Making good use of Google Analytics reports helps you quickly identify issues with organic traffic, as well as identify areas for improving your SEO.

Hope that this article helps you with this.

Andrew Postelniak

I am a freelance SEO consultant with over 7 years of experience.

I've worked with various companies (from local to international) as well as marketing agencies from the USA, Canada, Europe, and Australia.

This is my SEO blog where I share actionable tips from my experience.


Leave a Reply

Your email address will not be published. Required fields are marked *