How to Use the Organic Traffic Insights | Lesson 4/14 | SEMrush Academy

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You will learn how to do initial research for your SEO campaign with the help of SEMrush.
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0:15 Organic traffic insights
2:33 Keywords
3:08 Summary

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Go to Organic Traffic Insights:

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Organic Traffic Insights
Let’s see what kind of information the tool will open up and what to do with it. To set up the tool, go to the Project Dashboard by clicking the Projects section and choosing Organic Traffic Insights. Keep in mind that in order to be able to use this tool properly, you will need to have access to your Google Analytics account. SEMrush will ask you to connect your Google Analytics account in the very beginning. We recommend that you also pair it with Google Search Console to unleash all the tool’s features.

Why is connecting Google accounts so important?

First, the tool finds the landing pages from your GA where ‘not provided’ keywords were shown.
Then, it merges this data with your GSC search queries for each page respectively.
Finally, it adds keywords that drive traffic to the same pages according to the SEMrush database.
These steps are necessary for the tool to unlock the ‘not provided’ keywords.
At the final stage of the setup, you’ll be asked to choose the desired device and country to pull the most relevant results. After the setup, you will see the table with the main organic traffic data taken from your Google Analytics account. It shows the top 50 landing pages of your domain sorted by number of sessions by default.

I would like to draw your attention to the table with your domain’s landing pages. It demonstrates the correlation between the pre-click data (like ‘impressions’ and ‘position’) and the post-click data (like ‘bounce rate’ and ‘goal completion’).

Based on this information, you can judge which of your landing pages are performing well and which ones are underperforming. Choose a landing page, and click on its keyword count in the Google Search Console or SEMrush column.

The tool will direct you to the detailed report about this page. As you can see, the keywords that were previously labelled as ‘not provided’ in the Google Analytics are now ready for analysis!

Furthermore, this report will also allow you to analyze:

how the keywords perform daily;
how their performance affects your traffic, your audience’s behaviour and your goal completion;
and how efficient your current SEO campaign is.
One important feature is that you can filter keywords by the keyword type: new/lost/winner/loser, as well as by its metrics:Position/Volume/Keyword Difficulty/Traffic Share.

By toggling Google Search Console, you can also filter by the following metrics: type, position, clicks, impressions, and CTR. With the help of these filters you can find, for instance, a batch of newly acquired keywords which you might want to work on further.

You can send any keywords of interest to the Position Tracking tool to monitor your and your competitors’ results for these keywords.

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