Analyze your website’s organic traffic

1. Look at a sample of at least 30 organic visitors-extend the date range if your current sample has fewer.

2. Compare the new and returning visitors to determine whether your website is generating engagement and encouraging repeat visits.

This will depend on the content and the main goal of your website. If it provides static information, you would expect a higher number of non-returning visitors. If you frequently post fresh content, or you have an ecommerce site with products where you want repeat-purchases, you should expect higher numbers of returning visitors.

3. Check how the organic traffic performed in conversions compared to other channels and total traffic.

Look at paid traffic, social, referrals, and direct traffic when performing this comparison.

4. Look at bounce rate, sessions per user, and average session duration to understand how users are using and engaging with the site.

A high bounce rate, low session per user, and low average session duration could mean that your visitors are not finding what they are looking for on your website. High sessions per user ratio and low average session duration could indicate the same. The structure and content of your website will define a low or high average session duration if the visitors tend to visit the site more often because you frequently update or change your content or the opposite.

5. Segment your data and, if you are using an analytics tool with a segmentation feature, view reports filtered for a single portion of the audience to get a better understanding of that audience's interactions with your website.

See tool-specific Playbooks for more detailed information on Google Analytics, MixPanel, or Adobe Analytics.

6. List the pages where your users start their sessions at your website and the topic of each page - look for opportunities to create or optimize content based on what seems to be attracting traffic.

The relationship between bounce rate and session duration could indicate if the overall content of this landing page is consistent with the keywords it uses.

7. List top topics by page views on your website, and look for similarities and patterns that you can exploit when creating or optimizing content.

8. List top topics by engagement, considering average time on page, entrances, and exit rate.

If the average time on the page is around the same as the estimated reading time for the content, your audience is probably finding exactly what they need and then leaving the site. High exit rate and low average time on the page tends to mean that users aren’t finding the content they’re looking for.

9. Check the search queries that have driven traffic to understand what users are looking for and optimize your content to match.

You can see this in Google Search Console>Performance and analyze the Pages and Queries tabs. Queries with a high number of impressions, but low click-through rates could mean that your meta title and meta description aren’t clear or relevant enough.

10. Review SEO-specific metrics like rankings and backlinks to complement the previous analysis.