How do you use Google Analytics for SEO analysis?

Google Analytics is a powerful tool that can provide valuable insights for SEO analysis. Here's how you can use Google Analytics for SEO purposes:

1. **Traffic Analysis**:
   - **Organic Search Traffic**: Navigate to Acquisition > All Traffic > Channels > Organic Search to see how much traffic is coming from search engines.
   - **Keyword Analysis**: While Google Analytics no longer provides keyword-level data due to privacy policies, you can still analyze landing pages and segment by organic traffic to understand which pages are performing well in search.

2. **Behavior Analysis**:
   - **Top Landing Pages**: Go to Behavior > Site Content > Landing Pages to see which pages attract the most traffic from search engines. This helps identify high-performing pages that may be ranking well.
   - **Bounce Rate and Exit Pages**: Analyze bounce rates and exit pages to understand where visitors are leaving your site. High bounce rates on organic traffic may indicate mismatched expectations or poor user experience.

3. **Conversion Tracking**:
   - Set up goals in Google Analytics to track conversions, such as form submissions, newsletter sign-ups, or purchases. Analyze which organic traffic sources or keywords are driving conversions to prioritize optimization efforts.

4. **Audience Insights**:
   - **Demographics and Interests**: Understand the demographic profile and interests of your organic traffic. This information can help tailor content and optimize for your target audience.
   - **Geo-Location**: Analyze the geographical location of your organic visitors. If you're targeting specific regions, this data helps evaluate the effectiveness of your local SEO efforts.

5. **Site Speed and Performance**:
   - Use the Site Speed report (Behavior > Site Speed) to monitor the loading times of your website. Faster-loading pages are favored by search engines and provide a better user experience.

6. **Mobile Performance**:
   - Check the Mobile Overview report (Audience > Mobile > Overview) to see how organic traffic behaves on mobile devices. With the shift towards mobile-first indexing, optimizing for mobile is crucial for SEO.

7. **Acquisition Channels Comparison**:
   - Compare organic search traffic with other channels (like direct, referral, social) to understand the relative importance of SEO in your overall traffic strategy.

8. **Search Console Integration**:
   - Link Google Analytics with Google Search Console to access additional SEO data. In Acquisition > Search Console > Queries, you can see which keywords drive organic traffic, impressions, click-through rates, and average positions.

9. **Behavior Flow**:
   - Analyze the Behavior Flow report to understand the path users take through your site from organic search. Identify popular entry points and potential navigation issues that could impact user engagement and conversions.

10. **Custom Reports and Dashboards**:
    - Create custom reports and dashboards in Google Analytics to focus on specific SEO metrics and KPIs that are important to your business goals. This can streamline your analysis and reporting process.

By leveraging these features and reports within Google Analytics, SEO professionals can gain actionable insights into their website's performance in organic search, identify optimization opportunities, and measure the impact of SEO efforts over time.