Six years in numbers
Website SEO analytics – what is it and what tasks does it solve?
Web analytics services are needed both at the promotion launch stage and during ongoing project management. We verify the accuracy of data collection, analyze traffic, rankings, conversions, visitor behavior, and the effectiveness of individual landing pages. If necessary, we configure website analytics, events, goals, and reporting.
Website SEO analytics involves collecting and analyzing data related to search visibility, organic traffic, keywords, landing pages, user behavior, and conversions. This analysis helps understand the reasons for performance gains or losses and identify areas that require priority attention.
For a project, knowing the total number of visits per month isn't enough. It's important to see which sections are growing, where CTR is declining, which rankings have changed, which queries are driving the target audience, and what happens after a user lands on the site. The company's website analytics connects these metrics to specific pages and visitor actions.
How is SEO analytics different from web analytics?
Web analytics focuses on visits, traffic sources, user behavior, events, and conversions. It shows how visitors find a website, which pages they open, how long they interact with the content, and what actions they take after clicking.
SEO analytics also includes search queries, website rankings, CTR, search visibility, indexation, organic landing pages, backlinks, and search competitors. Together, this data helps evaluate SEO effectiveness and understand which changes are actually impacting traffic, leads, inquiries, and sales.
How is analytics different from an SEO audit?
An SEO audit is typically conducted as a separate review of the site's technical condition, content, structure, indexing, and other optimization factors. The result is a list of errors and recommendations for fixing them, which are then shared with developers, SEO specialists, or the content team.
SEO analytics is often used regularly and shows the dynamics of metrics after changes are implemented. It helps compare periods, track search traffic, verify promotion effectiveness, and identify new growth opportunities after completing technical or content tasks.
What it includes
Setting up Google Search Console
Setting up Google Search Console for your website: connection, verification, sitemap, indexing, reports, and access. Let's add the website to Google Search and verify it's set up correctly.
Call Tracking
Website call tracking in Ukraine: call tracking setup, call source tracking, integration with GA4, Google Ads, and CRM. Order call setup and analytics from Seo-Gen.
GA4 setup
GA4 website setup: connecting Google Analytics 4, GTM, events, Key Events, e-commerce, and data validation audit. Order setup from Seo-Gen.
Setting up GTM
Setting up GTM: installing Google Tag Manager, connecting Google Analytics 4, placing code, events, triggers, Meta Pixel, and checking via Tag Assistant.
Setting up E-commerce Analytics
Setting up e-commerce in Google Analytics 4: events, sales funnel, reports, data validation, and e-commerce analytics. We'll set up GA4 for an online store.
End-to-end analytics
Setting up and implementing end-to-end analytics for your website and online store. Integration with GA4, CRM, Bitrix24, 1C, advertising, and call tracking. We'll calculate the cost for your project.
Analytics dashboard development
Dashboard development for businesses: Power BI, Looker Studio, CRM, GA4, and advertising system integration. We create KPI-based dashboards and automate reporting.
What is included in SEO analytics services?
The scope of the service depends on the task, project size, and available data sources. Some websites require search traffic and ranking analysis, while others may first require site analytics setup because events and conversions are being collected incorrectly.
In our comprehensive work, we combine data from search engines, analytics systems, and professional SEO services. This approach helps us examine metrics from multiple perspectives and identify the causes of changes that are difficult to capture in a single report.
Search traffic and visibility analysis
The analysis begins with the dynamics of organic traffic, clicks, impressions, average position, and CTR. We look at which sections of the website are growing or losing traffic, compare branded and non-branded traffic, evaluate landing pages, and the distribution of clicks across the project's main areas.
Search visibility is checked separately for query groups and pages. If a decline affects a specific cluster, it can be analyzed separately from the entire site to quickly identify the cause. This approach is useful after content updates, structure changes, migrations, or a noticeable drop in organic traffic.
Keyword and website position analysis
We check the search queries that drive impressions and clicks on the site, its ranking dynamics, and the relevance of keywords to current landing pages. We pay special attention to queries that rank near the first page of search results and could generate additional traffic with targeted optimization.
Missed semantics, cannibalization, and situations where multiple URLs compete for the same query are also analyzed. Ranking data is compared with traffic and user behavior to ensure that priorities are determined by the page's actual potential, not by a single number in a ranking checker.
Search engine CTR analysis
A high ranking alone doesn't guarantee a sufficient number of clicks. A page may receive many impressions but have a low CTR due to a weak snippet, inappropriate intent, search results, or more attractive competitor offers.
We compare clicks, impressions, and average position for individual queries and URLs. If a page consistently appears at the top of search results but receives few clicks, we further check the page's Title, Description, content, and relevance to search intent.
Landing page analysis
Each landing page is considered as a separate user acquisition point. Its search queries, rankings, traffic, conversions, traffic trends, and content alignment with actual demand are all assessed. This analysis helps identify pages with high visibility that are currently delivering weak commercial results.
URLs that have lost traffic or stopped growing after a period of stable growth are considered separately. This may be due to changes in demand, competition, content structure, technical errors, or the redistribution of queries across multiple website pages.
User behavior analysis
User behavior is assessed along with the referral source and landing page type. We look at engagement, clickstreams, user journeys, events, exits, and actions, which help us assess the quality of the traffic received.
If visitors arrive with targeted queries but rarely take the desired action, the page content, navigation, and relevance of the offer to the search intent are checked. Behavioral metrics are considered as analytical data, not as a standalone, direct Google ranking factor.
Conversion and SEO Performance Analysis
SEO metrics need to be correlated with targeted actions that are meaningful to the business. For different projects, this could be a form submission, a call, a registration, a purchase, an order, a transition to a messenger, or another predefined user action.
Performance analysis reveals which pages and acquisition channels generate leads, while others generate traffic without significant commercial results. In e-commerce projects, e-commerce data, purchases, revenue, and the pre-checkout sequence are also analyzed.
Competitor analysis
Competitor analysis reveals which websites rank high for the desired keywords and which pages drive search traffic. Structure, content, keywords, visibility, link profile, and other metrics are compared, which can be used when planning your own SEO strategy.
Search competitors are taken into account, not just companies the business considers direct rivals. Search results may include directories, aggregators, services, and information projects, so the competitor composition for different query clusters often differs.
External link analysis
Link analysis includes the number and dynamics of external links, referring domains, anchor text, and link profile quality. This data is compared with competitors to identify differences in the volume and types of placements and assess the link building strategies used in the niche.
Suspicious or low-quality sources, sudden changes in the number of links, and the distribution of link equity between pages are checked separately. The analytical report should show not only the total number of links but also their structure, dynamics, and potential impact on SEO.
I don't evaluate SEO based on a single metric. An increase in organic traffic doesn't necessarily mean that SEO is generating more leads. First, I look at the search queries that brought users to my site, which pages experienced growth, and whether visitors completed the desired action. If there are a lot of impressions but few conversions, I check the CTR, rankings, and snippets. If there are conversions but no leads, I then analyze the intent, traffic quality, page content, and conversions.
How does SEO analytics work?
The work begins with defining the task and checking what data is already available. If the analytics are configured correctly, you can move on to analyzing the metrics. If some events are missing or the data is being collected incorrectly, the collection system must first be corrected.
The analysis then proceeds sequentially: from defining KPIs to verifying the results after implementing changes. This order reduces the risk of wasting time on metrics that are in no way related to business objectives.
Define tasks and KPIs
The first stage involves identifying priority business areas, landing pages, referral sources, and metrics to be monitored. For one project, the primary KPI will be sales, while for another, it will be inquiries, calls, registrations, or targeted search traffic.
Issues requiring investigation are also identified: declining traffic, weak conversion, lack of ranking growth, or data discrepancies. This helps define the scope of the study in advance and avoid turning the analysis into an endless dump of metrics.
Gain access and verify data collection
Access to GA4, GSC, GTM, and the SEO services used is typically required for this work. Additional sources are only connected when needed for a specific task and can provide useful data.
After access is granted, the correctness of the main settings, events, and data transfer is verified. If web analytics is configured incorrectly, a list of problems and the corrective actions are first recorded.
Collect data
Data is collected over a period that allows us to see trends and compare changes. We use metrics for traffic, rankings, queries, pages, conversions, links, and other areas related to the project's objectives.
For seasonal businesses, comparing only to the previous month can provide a distorted picture. In such cases, similar periods from the previous year and changes in demand are additionally considered.
Conduct an analysis
At this stage, the metrics are linked and potential causes of changes are examined. For example, a decrease in traffic could be due to a loss of rankings, a drop in demand, a change in CTR, issues with individual pages, or technical changes to the site.
Marketing analytics and SEO data are considered together when assessing the quality of conversions generated. The goal of this analysis is to identify connections that help determine further actions.
Form conclusions and recommendations
Following the analysis, a list of conclusions and tasks is compiled, taking into account their potential impact and implementation complexity. The client receives clear recommendations for page optimization, analytics, structure, and other areas, rather than a smattering of unprocessed tables.
Priorities help separate urgent issues from tasks that can be completed gradually. This format is more convenient for developers, content teams, and promotion specialists.
Control the dynamics
After implementing recommendations, metrics are compared with the baseline period. Website monitoring helps understand whether rankings, traffic, CTR, conversions, and other business metrics have changed following the work performed.
With regular maintenance, this verification is repeated according to an agreed-upon schedule. If the dynamics deviate from the expected, the hypothesis is revised and a further set of actions is developed.
How much does SEO website analytics cost?
The cost is calculated after assessing the website and the task, as the scope of work for a small corporate project and a large online store varies significantly. The price is affected by the number of pages, data sources, goals, events, and the depth of the required analysis.
Queries like "web analytics cost", "web analytics price", and "SEO website analysis cost" require a specific estimate, so we clarify the scope of work before providing a quote. This reduces the risk of including unnecessary steps or, conversely, missing a required configuration.
What determines the cost of web analytics?
Web analytics and service pricing depend on the current state of the data collection system. If GA4, GTM, and events are already configured correctly, a specialist can more quickly move on to website analysis.
The final cost is influenced by the following factors:
- the size and type of the site, the number of main sections and landing pages;
- availability and status of GA4, GTM, Search Console and other sources;
- number of events, conversions and required user scenarios;
- the need to set up ecommerce for an online store;
- volume of analysis of semantics, pages, competitors and link profile;
- reporting format, the need for a dashboard, and the regularity of further work.
After the assessment, we can calculate the web analytics setup and subsequent support costs separately. This approach is more convenient than a fixed, all-in-one plan when the project scope is unknown in advance.
One-time and regular analytics
One-time analytics are suitable for testing a specific issue, assessing the current situation, or preparing solutions before making changes to the website. This may include data analysis, configuration verification, and preparation of a list of recommendations.
Regular work is used to continuously monitor metrics and evaluate implemented changes. Analytics services in this format include period comparisons, monitoring key pages, and updating priorities as data changes.
Why should you order SEO analytics from Seo-Gen?
During analysis, we consider data in the context of search engine optimization, site structure, semantics, content, and the project's technical condition. This approach helps us understand the reasons for changes in metrics and link recommendations to specific pages or areas.
If you need website analytics, you can begin by reviewing your current systems and available data. After this assessment, you'll know whether the existing information is sufficient or whether you need to configure web analytics, events, and reporting first.
Seo-Gen can provide analytical services as a standalone task or as part of SEO support. The results are formatted so that the recommendations can be used by SEO specialists, developers, marketers, or content teams.
Answers to your questions
How much does SEO website analytics cost?
The price depends on the project size, the number of data sources, and the depth of the research. A small website may require analysis of key pages and queries, while a large online store will additionally require category segmentation, e-commerce, events, and more detailed reporting.
To calculate web analytics and the cost of work, the website and the initial task are first assessed. Then, the scope of the service and the format of the deliverable are determined, without adding unnecessary steps.
What is included in the web analytics service?
Web analytics services may include auditing and configuring GA4, GTM, and Search Console, event verification, and analysis of traffic sources, landing pages, user behavior, and conversions. The exact scope depends on the task and the current state of analytics.
If comprehensive SEO analytics is required, keywords, rankings, competitors, link profile, and search visibility are additionally considered. Website web analytics can be performed separately from other SEO services.
Is it possible to order only web analytics setup?
Yes, you can order web analytics setup without a comprehensive SEO analysis. This option is suitable for a new website or project where GA4 and events are not set up correctly and the data cannot be used to properly evaluate results.
Before starting, a specialist checks the current configuration and determines the required set of events. Once configured, the analyst begins collecting data for subsequent analysis and regular reporting.
What access rights are required to conduct SEO analytics?
Access to Google Analytics 4, Google Search Console, and Google Tag Manager is typically required. If other SEO services, CRM, or additional ticket tracking systems are used, access requirements are determined separately.
There's no need to transfer all existing accounts unless absolutely necessary. Only sources relevant to the task at hand and containing the required data are used for analysis.
How is SEO analytics different from regular website traffic analysis?
Standard traffic analysis typically addresses questions about traffic sources, the number of users, and their actions on the website. SEO analytics additionally examines rankings, search queries, CTR, organic pages, indexing, and visibility.
It also links search data to conversions and business results. Therefore, ordering a data analysis is useful when you need to understand not only traffic volume but also the reasons for changes in search engine optimization results.
How often should you conduct SEO analytics?
The basic metrics of an actively promoted website should be monitored regularly to spot noticeable changes promptly. In-depth analysis should be conducted less frequently or after events that could impact organic traffic, such as redesigns, migrations, structural changes, or major content updates.
The frequency depends on the size of the project and the pace of implementing SEO tasks. For a small website, a weekly in-depth analysis is usually excessive, while a larger project may require ongoing monitoring of specific areas.
Is it possible to use analytics to understand why traffic has dropped?
Analytics helps pinpoint the problem and identify possible causes for the decline. A specialist compares pages, queries, rankings, CTR, indexing, seasonality, and the start date of the performance change.
After localization, it becomes clear which area needs further exploration. The cause could lie in the technical aspects, content, changing demand, competition, or a combination of factors.
Is Google Analytics setup included in SEO analytics?
This depends on the selected service package and the site's current status. If GA4 is already installed correctly and collecting the necessary data, no reconfiguration is required, so work begins with analyzing the available information.
If events, conversions, or sources are being collected incorrectly, first configure analytics. There's no point in using erroneous data to draw conclusions about promotional effectiveness.
More on: Website SEO analytics
Setting up website web analytics
If data is collected incorrectly, subsequent analysis can lead to erroneous conclusions. Therefore, setting up web analytics begins with checking existing counters, events, goals, traffic sources, and parameter transfers between services.
You can order web analytics setup as a standalone service or in conjunction with your project's SEO analysis. We determine which user actions need to be recorded, review the current configuration, and tailor the data collection structure to your website's specific needs.
Audit of current analytics settings
First, we check for the presence of Google Analytics 4, Google Search Console, and Google Tag Manager, ensure the codes are installed correctly, and that there is no unnecessary duplication. Then, we analyze the collection of events, key events, traffic sources, and parameters used for reporting.
This type of audit is especially useful if data differs significantly across different services or if some inquiries are not included in the statistics. Before ordering a data analysis, it's important to ensure that the source data is collected consistently and is suitable for subsequent comparisons.
Setting up Google Analytics 4
Setting up Google Analytics 4 involves checking the resource, data streams, events, sources, and required parameters. Configuration depends on the project structure: a data website requires a single set of events, while an online store will require more detailed e-commerce tracking.
Web analytics and GA4 customization are tailored to specific business goals, not a one-size-fits-all approach for all websites. Once configured, the data can be used to analyze channels, landing pages, conversions, and visitor behavior.
Setting up events and conversions
Events record user actions relevant for analysis. These may include submitting a form, clicking on a phone number, opening a messenger, registering, adding an item to a cart, placing an order, or downloading a document.
The set of events is defined before implementation to prevent dozens of useless actions from accumulating in reports. Website analytics settings should reflect the actual customer journey and provide data that can then be used to evaluate marketing and SEO.
Setting up Google Tag Manager
Google Tag Manager is used for centralized management of tags and some events without constantly editing the code of each page. GTM allows you to organize the transfer of necessary actions to analytics systems and maintain a clear tag structure.
Before configuration, the existing container and already added tags are checked to avoid creating duplicates. If you need to order website analytics setup with GTM, the scope of work is determined after reviewing the current implementation and event list.
Connecting Google Search Console
Google Search Console provides data on queries, pages, clicks, impressions, CTR, average position, and index status. These metrics are used in conjunction with GA4 because the two services answer different questions and complement each other.
Search Console helps you see which queries are driving page impressions even before significant traffic volumes. This data is useful for identifying new growth opportunities, evaluating content changes, and selecting pages for further optimization.
Setting up reports and dashboards
Regular reporting can be compiled in Looker Studio or another data visualization system. The dashboard displays metrics related to the project's KPIs: organic traffic, conversions, rankings, key page dynamics, and other agreed-upon metrics.
A report should help quickly identify changes and make decisions, so there's no point in overloading it with dozens of secondary indicators. Different levels of detail can be used for different roles within the company: a manager needs overall results, while a specialist needs data for daily work.
What tools do we use for SEO analytics?
The choice of services depends on the project and the task at hand. A single source rarely provides a complete picture, so data from search engines, web analytics, and professional SEO platforms is usually considered together.
Tools are selected based on practical needs, not the number of reports. If the task requires checking page load speed, link profile, rankings, or technical errors, the appropriate services are connected.
Google Tools
The core stack includes Google Analytics 4, Google Search Console, Google Tag Manager, Looker Studio, and PageSpeed Insights. They cover the collection of data on visits, events, search queries, indexing, page speed, and key user actions.
Core Web Vitals are also considered to assess technical performance. These metrics are correlated with page types and the actual project issue, so a standalone PageSpeed assessment without context is not used as a definitive conclusion.
Professional SEO services
Serpstat, Ahrefs, SE Ranking, Screaming Frog, and other services can be used for specific tasks. They help check rankings, semantics, competitors, backlinks, internal URLs, technical parameters, and search visibility changes.
Data from different platforms may differ slightly due to their own databases and calculation methods. Therefore, the analysis takes into account the source of the indicator, the comparison period, and the purpose for which it is used.
What does the client receive after the analysis?
The outcome depends on the chosen service format, but the final work should address specific client questions. The report documents identified issues, key performance indicators, and recommendations that can be shared with specialists for further implementation.
Typically the result includes several groups of data:
- analysis of the current state of the site, search traffic and key SEO indicators;
- data on search queries, positions and the most significant landing pages;
- analysis of conversions, events and traffic sources with correct settings;
- identified points of traffic loss and pages with potential for further growth;
- recommendations, task priorities, analytical report or work dashboard.
The reporting format is agreed upon for the project. If the client requires regular monitoring of metrics, a dashboard with up-to-date data is more convenient than a static table.
A hypothetical example of organic traffic dynamics after implementing the tasks:
| Period | Organic transitions | Change |
|---|---|---|
| Month 1 | 10,000 | base period |
| Month 2 | 10,700 | +7% |
| Month 3 | 11,200 | +4.7% |
The conditional graph only shows the visualization principle and is not a forecast of the result for a specific site.
When does a business need web analytics?
Web analytics is needed in situations where data is insufficient to provide a clear answer about website performance and promotion. This may be due to a drop in traffic, a lack of growth in requests, problems with conversion tracking, or the launch of a new project.
Web analytics is also useful before scaling SEO or advertising. The sooner you set up proper data collection, the easier it is to compare the effectiveness of changes and acquisition channels.
Traffic is growing, but the number of inquiries is not increasing.
Traffic growth can be driven by queries that are poorly related to the site's commercial offering. In this situation, landing pages, search queries, conversions, user journey, and the quality of traffic received are reviewed.
After analysis, it becomes clearer which pages require improvement and where the gap between conversion and conversion occurs. Without this data, an increase in traffic alone says little about business results.
SEO promotion is underway, but the results are unclear
If the report is limited to rankings and total traffic, it's difficult to assess the true effectiveness of the promotion. You need to connect the dynamics of queries and pages with inquiries, sales, or other target actions.
SEO analytics helps distinguish growth in significant areas from changes that have little impact on the business. This is especially useful for websites with many categories, services, or informational pages.
Organic traffic decreased after website changes
After a redesign, website migration, URL change, or major content edits, traffic to individual pages may decrease. To determine the cause, we check queries, rankings, indexing, redirects, landing pages, and the start date of the decline.
If a change coincides with a technical release, the analysis is further linked to the implementation history. This approach helps quickly identify the site area that requires review by a developer or SEO specialist.
Data varies across services.
GA4, Search Console, and SEO services use different methods for collecting and processing data, so some discrepancies are considered normal. Problems arise when data cannot be explained by a specific service's methodology or when some events are missing entirely.
In this case, an audit of the settings, sources, tags, and events is conducted. Google web analytics consulting helps determine which metrics can be compared correctly and which discrepancies require technical verification.
Analytics are not configured on the site.
Without analytics systems, it's impossible to reconstruct user behavior retroactively. Therefore, it's advisable to set up web analytics before active promotion, advertising campaigns, or major website changes.
You can order web analytics setup separately: connect the required services, define events, and prepare a reporting structure. Once the data is collected, a foundation for further performance analysis is created.
If you need website analytics, system setup, or comprehensive SEO data analysis, please send us your project URL and briefly describe the task at hand. We'll review the source data, determine the required scope of work, and calculate a cost based on the website size and the required depth of analysis.
After the assessment, you'll know whether you need a full web analytics setup, a one-time check, or regular maintenance. Submit a request to Seo-Gen to get a quote and start working with your project's data.
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He will look at the site himself instead of passing it to a manager.