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Here is how we leverage GA4 for SEO reporting.
GA4 offers both standard reports and the option to build custom reports that are more tailored to your SEO campaigns. We typically use a combination of both reporting options when analyzing SEO performance.
📊 Standard SEO Reports in GA4
GA4 comes equipped with a suite of standard reports that can be helpful for SEO:
Channel & Source / Medium Reports: This report helps us understand how SEO is performing in comparison to other channels. We often review conversion performance, traffic, and engagement.
Landing Page Report: The only modification is adding a filter to only show organic search traffic but this report allows us to understand which content is causing users to discover our website in organic search results.
Google Search Console: After setting up the GSC integration, this report allows us to see our organic query data right inside GA4.
These out-of-the-box reports in GA4 offer a solid foundation for SEO analysis, giving you a snapshot of your website's organic search performance.
🔧 Custom SEO Reports in GA4
For those who need more than the standard reports, GA4 custom reports can be a good option:
Referral Traffic / Backlink Report: This custom report helps us understand which backlinks are driving the most traffic and conversions.
Specific search engine performance: This report can show how your performance varies on Google vs. Bing.
Path Exploration: These custom reports can help understand how users navigate your website and can inform internal linking recommendations. I’ll cover this more in another post.
🎨 Looker Studio For Data Visualization
When it comes to visualizing and sharing SEO reports, Looker Studio is our favorite option. It allows more customization and visualization options than GA4 provides directly. Some of the main reasons we use Looker Studio so heavily are:
Custom Dashboards: Build interactive SEO dashboards that highlight the metrics that matter most to you and your stakeholders.
Data Blending: Combine data from GA4 with other sources, like Google Search Console, to create a comprehensive SEO overview.
Collaboration and Sharing: Share insights easily with your team or clients, allowing for collaborative analysis and decision-making.
Looker Studio empowers you to craft and share compelling SEO stories, making the data accessible and actionable for everyone involved.
SEO reporting with GA4 offers flexibility and depth, allowing you to track, analyze, and report on your SEO efforts. From the basic reports for quick insights to the advanced customizations and visualizations in Looker Studio, GA4 serves as a powerful tool in your SEO reporting arsenal.
Timestamps
0:00 Intro
0:23 Standard Reports Overview
0:42: Traffic Acquisition Report
1:24 Customizing Standard Reports
4:20 Landing Page Report
6:19 GSC Query Report in GA4
8:15 Referral Traffic & Backlink Report
9:43 Looker Studio For Visualization