How to use Google Analytics to improveorer your SEO in 2025

Connect Google Analytics and Google Search Console has become a must for any company wishing to manage its business. referencing natural with method. One side, Google Analytics provides a detailed view of the comporment of visitors on your pages navigation, conversions, value of traffic. On the other, Google Search Console reveals what's happening on the search engine: queries, impressions, clicks and average position. Linked together, these two universes transforment data into a strategic compass for your business. SEO. In 2025, alors that the competition on Google is more forte than ever, and algorithms are evolving rapidly, this integrated vision is no longer a luxury, but a prerequisite for keeping the visibility and growth.

Imagine an SME like "Atelier Nord", specializing in interior decoration. Its site receives traffic since Googlebut the team doesn't really understand which queries bring in users, or why some of them do. pages transforment well and others not. By connecting Google Analytics and Search Consolethe company discovers that its best keywords generate a lot of impressions but a low CTR, that mobiles convert half as well as desktop, and that some pages blog posts attract a highly qualified audience. From there, the decisions become clear: rewrite the titles, rework the calls to action, speed up the site on mobile, enrich the content that's already working. It's this pragmatic approach, based on a thorough analysis which we will describe in detail below.

Optimize your search engine optimization by connecting Google Analytics to Google Search Console

Key steps for linking Google Analytics to Google Search Console

The connection between Google Analytics and Google Search Console starts with a few simple but essential prerequisites. You must have administrator rights on the property Google Analytics and on the property Search Console associated with your domain. Without these rights, it's impossible to centralize data from traffic and queries. It is also essential to check that the tracking code Google Analytics is well installed on all your pagesas this detailed guide on the role of Google Analytics.

On the interface side, the procedure is precise. Visit Google Analyticsgo to the Adminthen select the property and view concerned by your natural referencing. In the property parameters, the "Association with Search Console "This allows you to select the site already checked in Google. Once the association has been proposed, you must confirm it in Search Consolewhich will display alors Google Analytics as a linked service. After validation, it takes just a few hours for the first combined rapports to start filling up.

• Check administrator rights on both accounts.

• Confirm that the tracking code has been applied to all pages.

• Matching the right property Search Console in the Analytics property settings.

Stage	Tool	Expected result
Site verification	Google Search Console	Site confirmed as property
Code installation	Google Analytics	Follow-up traffic on all pages
Property association	Analytics interface	Rapports combined SEO enabled

Once you've taken these steps, you'll have a solid technical foundation on which to fully exploit your data SEO.

Enriched SEO data thanks to the integration of the two tools

The integration of Google Analytics with Google Search Console considerably enhances the quality of your data. In the same environment, you can access impressions, clicks, CTR and average position, as well as comporment of visitors on the pages measurement. This combination makes it possible to go beyond simple traffic to enter into a logic ofanalysis research intentions and the relevance of the content. Rapports from Search Console integrated into Analytics become alors a unified bord table.

In concrete terms, a request that generates a lot of impressions but few clicks indicates a problem of visibility (title or meta description). Conversely, a high CTR but a low bounce rate fort signals a mismatch between promise in Google and content on the page. Resources such as this complete Google Analytics guide and Search Console best practices allow further encore interpretation of these signals.

• Impressions and CTR to judge the attractiveness of your snippets.

• Google Analytics to measure the conversion post-click.

• Average positions to detect opportunities ofoptimization from keywords.

Metric	Source	SEO usage
Impressions	Google Search Console	Measuring visibility potential
CTR	Search Console	Identifying queries with weak snippets
Sessions, bounce rate	Google Analytics	Qualify the quality of traffic organic
Objectives, conversion	Google Analytics	Measuring the business impact of natural referencing

This wealth of data at last makes it possible to read the entire route, from keyword to conversion.

The benefits of connecting for post-click organic user comportement analysis

Once your accounts are linked, the real challenge becomes understanding the post-click comportement. Google Analytics shows you how visitors arrived since Google interact with your pages time spent, navigation, micro-conversions. For "Atelier Nord", theanalysis revealed that the traffic organique stayed on blog posts for a long time, but quickly left the product pages due to a lack of clear calls to action.

By correating keywords, CTR and engagement, you can spot, for example, a highly qualified query that leads to a poorly optimized page. It then becomes alors logical to rework the design, the structure of the contentand even apply the best practices described in the secrets of landing pages that convert. This link between search intent and actual comportement allows you to adjust not only your snippets, but also your overall user experience.

• Identify pages from the natural referencing that generate leads.

• Locate path breaks in the post-click tunnel.

• Adapt the content and CTAs to the expectations revealed by the queries.

Post-click signal	Interpretation	Recommended action
Fast times, low conversions	Interest without action	Renforcer CTAs and value proposition
Low time, multiple sessions	Confusing navigation	Clarify the structure of pages
Forte conversion on mobile	Successful mobile experience	Capitalize on and extend this model to other pages

In the end, the Analytics-Search Console transforme every organic click into a source of actionable lessons.

Use combined rapports to fine-tune your SEO strategy

Query analysis and optimization of low CTR keywords

Query reportsorts from Google Search Consolevisible in Google Analyticsare perfect for locating your keywords with fort potential but too low CTR. This is often the case lors you're already well positioned, but your snippet doesn't encourage enough clicks. To detect them, filter queries with an average position below 10 and a CTR below your overall average of natural referencing.

Once you've compiled your list, work on your titles and meta descriptions, using ideas from Google Suggest to optimize your business. The aim is to better reflect search intent and highlight a clear benefit. The whole must remain consistent with the content to maintain the quality of the traffic and avoid a rise in bounce rate.

• Filter queries by position and CTR.

• Rewrite titles and descriptions to include keywords main products.

• Measure CTR evolution after each modification.

Query type	Issue	Action on snippet
Position 3, CTR 1 %	Undifferentiating snippet	Add clear benefits and concrete figures
Position 8, CTR 0.5 %	Poorly targeted intention	Aligning the title with information or transactional intent
Position 5, CTR 3 %	Competition forte	Use a more specific angle, rich tags if possible

Each adjustment must then be monitored in your rapports over several weeks to confirm its real impact on the traffic organic.

Landing page evaluation to improveorer visibility and user experience

The rapport " Pages destination" of Google Analytics is one of the most powerful for controlling your natural referencing. Filtering on the " Google / organic", you immediately get the list of pages that welcome the most traffic from the engine. From there, you can evaluate the quality of the experience: bounce rateaverage session length, pathways to other pages, conversion. A good performance on these indicators is a fort sign of relevance, including for Google.

In our example, "Atelier Nord" discovered that its decoration guides had an excellent session duration but very few clicks to the product sheets. The solution is to improve theoration of products in the contentin the same way as the best practices described in the secrets of landing pages with fort conversion rates.

• Identify pages most-visited destinations via traffic organic.

• Compare engagement indicators between desktop and mobile.

• Testing forme implementation variants content to improveorer navigation.

Destination page	Organic traffic	Average time	Objectives achieved
/show-color-guide	2,500 sessions	4 min 20	3,2 %
/product sheet-canape-x	1,200 sessions	1 min 10	0,8 %
/blog/tendances-2025	3,100 sessions	3 min 45	2,5 %

This rapport allows you to orain your efforts on the pages that matter most to your business, and not just to your SEO.

Understanding the comportement of visitors from natural referencing

Analyze the comporment of visitors from the natural referencing is to measure their progress in your world. Google Analytics offers rapports of "Comporment flow" and "Navigation between pages "These visually describe the stages reached. By applying a " Google / organic", you'll only see the paths taken by visitors who came from the engine.

These data are crucial to refining your strategy. If you find, for example, that the visitors from certain queries drop out systematically in the same place, it may be a problem of readability, loading time or lack of consistency in the content. The tools mentioned in this selection of free tools for testing your site will help you verify these hypotheses.

• Identify the first pages consulted after a organic entry.

• Locate the stages where visitors leave the site.

• Adapting the structure and ergonomics to real-life routes.

Stage of the journey	Type page	Signal comportemental
Input	Blog post	Long playback, navigation to categories
Environment	Page catégorie	Hesitation, backtracking
End	Formular or basket	Abandonments at 60 %

Based on these observations, your actions are no longer theorical: they respond to the concrete comportements of your organic audiences.

Identify and analyze performantes pages to increase traffic and engagement

To locate pages really performantes, Google Analytics remains your best ally. Le rapport " Pages destination" is used to classify the traffic organique, then analyze the average time, the objectives reached and sources of traffic secondary. A performante page combines a high volume of visits, solid engagement and a good click-through rate. conversion. It's on these assets that you can build your strategy growth.

For "Atelier Nord", two practical guides generate most of the leads. L'analysis from contentand keywordsdesign and user experience highlight reproducible patterns: clear structure, inspiring visuals, contextualized CTAs. These insights are invaluable for correating others pages and increase overall engagement. To take the construction of your content a step further, it may be useful to draw inspiration from structured approaches such as the semantic cocoon, detailed in this guide to semantic cocoons.

• Study the content from pages to fort commitment.

• Reproduce successful schemes in other areas of the site.

• Renforcer calls to action to maximize the conversion.

Indicator	Page A (performante)	Page B (to be optimized)
Organic traffic	4,000 sessions	800 sessions
Average time	5 min 05	1 min 30
Conversions	5,5 %	0,9 %

This approach transforme your best pages into templates to help your whole site grow.

Setting up goals in Google Analytics to measure SEO conversions

Without objectives correcisely defined, it is impossible to assess the real impact of your natural referencing. In Google Analyticsconfigure objectives adapted to your activity: sending formulars, subscribing to a newsletter, requesting a quote, purchasing. The key is to link these objectives destination URLs, events or significant session duration.

Once the objectives created, you can filter the rapports by source/medium". Google / organic" to isolate conversions from the traffic natural. This granularity is essential for judging the true performance of your actions, not just the volume of visits. To design conversion more complex, the support of an expert team, such as a specialized e-commerce agencycan be relevant.

• Define key conversions aligned with your business.

• Link each objective to a measurable signal.

• Analyze the contribution of traffic organic to these results.

Lens type	Example	Key indicator
Destination	Thank you" page after formulaire	Number of SEO leads
Event	Click on call button	Contact intentions
Duration	Session > 3 minutes	Sessions fortement engaged

Measuring these SEO conversions ultimately enables you to priorize the actions that create real value.

Amel1TP5Continuous monitoring and advanced tracking with Google Analytics

Analyze mobile traffic to optimize multi-device user experience

The "Audience > Mobile > Overview" rapport from Google Analytics is crucial to understanding the growing share of mobile in your business. traffic organic. Comparing sessions from Google on smartphones, tablets and desktops, you can immediately identify conversionaverage duration and bounce rate. If your visitors spend less time on your mobile pages or give up before the end of the tunnel, the experience is not at the level expected.

For "Atelier Nord", the comparison showed a traffic organique mobile important mais des formulaires difficiles à remplir sur petits écrans. Drawing on resources such as the 3 pillars of UX designthe team has simplified the formulars and enlarged the buttons, which has almost doubled the rate of conversion mobile.

• Compare key indicators by device type.

• Test the site on real terminals and c1TP5Correct irritants.

• Monitor progress after each series of amelorations.

Device	Organic traffic	Average duration	Conversion rates
Desktop	3,000 sessions	4 min 10	4,5 %
Mobile	4,500 sessions	2 min 20	2,1 %
Tablet	700 sessions	3 min 05	3,0 %

This multi-device vision allows you to renforcer your strategy mobile, often decisive in the algorithme of Google.

Tracking keyword performances and adapting SEO strategy to trends

Monitoring keywords in Google Analytics via rapports from Search Console remains central to adapting your strategy SEO. By regularly monitoring average positions, impressions and clicks, you can detect which themes are rising or falling. Combined with a watch on search trends, these data guide you through the creation of new content or updating your existing articles.

To anticipate emerging research, it's a good idea to cross-reference these informations with other information tools.analysis offered in this selection of SEO tools. So you can quickly identify the topics that generate the most interest. traffic your competitors or in your market.

• Monitor the evolution of strategic requests.

• Update the content to stay relevant to your key themes.

• Creating new pages on rising niches.

Keyword	Medium position	Evolution	Action
dec1TP5Modern living room	8,2	+3 positions	Renforcer le content existing
bedroom color ideas	14,5	-2 positions	Update article
eco-deco trends	22,1	New	Create a complete new page

By reacting quickly to datayou keep your visibility competitive in SERPs Google.

Creation of personalized segments for targeted, customized insights

Customized segments from Google Analytics are a powerful lever for refininganalysis from traffic organic. For example, you could create a segment combining "Source = Google "Medium = organic" and "Country = France", then apply it to all your rapports. It becomes alors possible to understand how a specific profile of visitors interacts with your pages.

Segments can also be based on demographics, comporment (new vs. recurring, long sessions, buyers) or encore on the type of content consulted. By cross-referencing these segments with your conversions, you can identify the most profitable profiles and tailor your marketing to them. strategy éditoriale and UX accordingly.

• Create segments by source and country for local tracking.

• Insulate visitors to forte value (conversion high).

• Compare the comporment of different profiles.

Segment	Organic traffic	Average time	Conversion rates
France - Mobile - Organic	3,200 sessions	2 min 40	2,3 %
France - Desktop - Organic	2,100 sessions	4 min 05	4,1 %
New visitors - Organic	3,800 sessions	3 min 00	2,0 %

These segments transfor your general rapports into ultra-targeted steering tools for your natural referencing.

Configuring and using Google Analytics rapports for effective SEO tracking

For rigorous SEO monitoring, some rapports Google Analytics must become regular appointments. Sources of traffic (Acquisition > All traffic > Source/Support) indicate the share of " Google / organic" among your channels. The " Pages reveal the most imporant content for your business. natural referencing. Rapports on objectives measure the conversion associated with this traffic.

It's also a good idea to create customized rapports cross-referencing key dimensions and metrics: source, landing page, device, conversions. Lorwhen the configuration becomes more complex (multi-domain, advanced e-commerce), the support of specialists, such as a web and mobile agency in Pariscan save precious time.

• Weekly monitoring of traffic organic.

• Monthly analysis of pages SEO destination.

• Monitor targetorts to validate the ROI of the natural referencing.

Rapport	SEO question	Possible decision
Source/Support	How much of my traffic has just Google ?	Renforcer or diversify channels
Destination pages	What pages to be optimized in priority?	Plan d'optimization from content
Objectives	How many leads come from SEO?	Adjust strategy keywords and content

Careful configuration of these rapports transforme your Analytics account into a veritable SEO cockpit.

Interpreting data to transformer analyses into concrete actions

L'analysis only makes sense if it leads to decisions. If a page generates a lot of traffic organic but few sales, it is not enough to note the weakness of the conversion We need to find the causes. Confusing ergonomics, invisible CTAs, lack of social proof... all scenarios that call for successive tests and adjustments. In some cases, a more in-depth redesign, as described in this guide to website redesignmay be required.

Similarly, a keyword positioned on the second page of Google with a correct CTR is an opportunity: enriching the contentstructure titles, add a internal networking plus fort can be enough to gain a few places. The key is to establish a direct link between each signal and a corrective oroptimization.

• Foremulate a hypothesis for each problem detected.

• Set up a test or targetedoration.

• Accurately measure impact on selected indicators.

Report	Hypothesis	Action
High traffic, low sales	Low-profile CTAs	Revising the button layout
Position 12 on strategic keyword	Incomplete content	Enrich the page with FAQs and examples
Mobile abandonment	Formular too long	Reduce the number of fields

By proceeding in this way, each figure observed in Google Analytics is translated into concrete, measurable action.

Conversion and sales tunnel analysis to maximize SEO results

To understand the contribution of natural referencing your sales, it's essential to study the sales tunnel. conversion in Google Analytics. By defining funnel-type objectives (product page > shopping cart > checkout > thank you), you identify at which stage the visitors from Google give up. These informations orirectly address your priorities ofoptimization.

For "Atelier Nord", theanalysis funnel revealed a high abandonment rate at the account creation stage. By simplifying this step and offering guest purchasing, conversions from the traffic organique have made significant progress. In more sophisticated e-commerce contexts, solutions such as Well-configured WooCommerce or other platforms can renforcer this follow-up.

• Model the complete sales tunnel in Analytics.

• Isolate users " Google / organic" in this tunnel.

• C1TP5Correct the most fragile stages to increase the conversion.

Tunnel stage	Search engine optimization (SEO)	Point of vigilance
Product page → Shopping cart	65 %	Clarity of product informations
Basket → Address	55 %	Delivery costs and reassurance
Address → Payment	40 %	Simplifying the formular

A clear, measured tunnel becomes a direct lever for maximizing the value of your traffic organic.

Measure the impact of optimizations with period comparison and annotations

To validate the effectiveness of your actions, comparing periods in the Google Analytics is essential. By selecting ranges before and after an SEO modification (new contentpage redesign, change of structure), you measure the evolution of the traffic organic, conversions and engagement. Annotations allow these changes to be noted directly on the timeline, to keep a clear memory of interventions.

This discipline avoids attributing tort an ameloration to a recent action alors that results from an older event (or an algorithm update Google). It also provides a strategic vision of the most profitable projects, along the lines of the recommendations proposed in these tips to boost your search engine optimization.

• Systematically compare data before and after each job.

• Use annotations to document major developments.

• Priorize actions according to their measured long-term impact.

Action	Tracked indicator	Results after 3 months
10 SEO headlines rewritten	Organic traffic	+22 %
Redesign f1TP5Mobile phone	Conversion rates	+35 %
Creation of 5 new pages content	Impressions in Google	+40 %

With this structured follow-up, your strategy SEO becomes a process of continuous improvementoration, based on a series of data reliable and verifiable.

How do I know if my organique traffic is of good quality?

In Google Analytics, apply a Source/Support = Google / organic segment, then analyze average session duration, number of pages per session and, above all, associated conversions. Quality organic traffic combines engagement (time spent, interactions) with achieving your objectives (formulars, sales, registrations).

Why connect Google Analytics to Search Console for SEO?

The connection links the query data (impressions, clicks, position) provided by Search Console to the comportements measured by Google Analytics. This enables you to follow the entire path from Google search to conversion, making it easier to optimize content and landing pages.

Which Analytics rapports to consult in priority for SEO?

The key rapports are: Source/Support to track the share of Google / organic traffic, Landing Pages to identify which pages receive the most SEO visits, Goals to measure conversions from SEO, and Audience > Mobile to compare performance on each device.

How often should you analyse your SEO data in Google Analytics?

Weekly monitoring is generally sufficient to detect trends and anomalies, supplemented by a more in-depth analysis each month. Lors of major projects (redesign, new section, content campaign), closer monitoring at launch can be useful for rapid adjustment.

How can SEO optimizations be linked to observed results?

Use annotations in Google Analytics to note each major change (new content, page redesign, technical change), then compare the before and after periods on organic traffic, positions and conversions. This method enables you to identify the actions that have the greatest impact on your results.