Ready to make better SEO decisions for your startup business? Discover a step-by-step process for setting up SEO analytics and reporting.

Ever feel like a detective trying to crack the case of your website’s performance? You’re not alone.

But here’s a clue: Startups leveraging SEO analytics and reporting are TWICE as likely to top their industry.

Ditch the guesswork and embrace a data-driven strategy. I’ll guide you through the twists and turns of website analytics.

You’ll find actionable tips and essential tools to amplify your online presence.

Ready to uncover the hidden truths of your website’s success? Let’s embark on this investigative journey together. 🕵️‍♂️

What Is SEO Analytics?

SEO analytics is the process of collecting and analyzing website data to enhance its visibility in search engine results. It helps prioritize tasks and make informed decisions for better SEO strategy execution.

Why Is SEO Analytics and Reporting Important?

Step into the shoes of a web detective. SEO analytics is your magnifying glass, revealing the path to online success.

Here’s why SEO analytics and reporting matter for startups:

  • Track Your Progress: Web analytics track digital marketing efforts like a detective follows leads. The data shows whether your strategies are winners or need a new game plan.
  • Understand Your Visitors: Find out why people visit your site and what they do when they arrive. Then, tailor your content to meet their needs better, boosting conversion rates.
  • Refine Your Strategy: Eliminate the guesswork. Data acts as your informant, highlighting which SEO strategies work best. Then, focus on these high-impact areas and adjust your tactics with precision.
  • Save Money: Uncover cost-effective strategies and avoid expensive marketing dead ends. SEO analytics show you where to allocate resources for the best return on investment (ROI).
  • Prove Value: Present your case with clear, data-backed reports. Show stakeholders your SEO success and its direct impact on the bottom line.
  • Competitive Advantage: Gather intel with analytics. Then, leverage those insights to outwit your competitors in the search rank race.

Also Read: SEO for Startups: A Guide to Grow Your Business

5 Types of SEO Analysis (That MATTER)

Types of SEO Analysis

Unlock the insights to web success with these five crucial SEO analysis methods. They’re your detective surveillance kit for monitoring online visibility.

1. SEO Content Analysis

SEO content analysis is like dusting for fingerprints on your website’s pages. It uncovers areas for improvement, ensuring your content captivates and climbs search rankings.

This analysis is critical to making your site’s story a page-turner. Scrutinize your content to ensure it’s relevant, engaging, and optimized for search engines.

Actionable Tips:

  • Audit Your Content: Review your pages for quality and relevance. Ensure each page targets audience needs and search intent.
  • Optimize for Engagement: Use Google Analytics to find what keeps users hooked. Then, update your content based on these valuable insights.
  • Persistent Updates: Keep your content fresh and up-to-date. Search engines favor current, relevant content that serves user search queries.

2. Keyword SEO Analysis

Keyword SEO analysis is like decoding secret messages from potential visitors. It helps you pinpoint their exact search query phrases.

Knowing which keywords resonate ensures your content speaks their language. It’s your key to unlocking higher search rankings and drawing in the RIGHT crowd.

Actionable Tips:

  • Identify Opportunities: Look for high-traffic, low-competition keywords. These are your hidden gems.
  • Understand Trends: Stay on top of keyword trends. Use SEO tools to spot what’s hot in your niche.
  • Align with Intent: Match keywords to user intent. Ensure your pages answer the questions behind the searches.

3. Technical SEO Analysis

Technical SEO analysis is the behind-the-scenes investigation of your website’s inner workings.

This analysis checks all technical elements plaguing your website. Addressing these issues ensures a seamless user experience and optimal search engine visibility.

Actionable Tips:

  • Check Site Health: Run site audits to find broken links, redirect issues, and crawl errors. A healthy site stands out in the search lineup.
  • Improve User Experience: Speed up load times and streamline navigation. A smooth-running site keeps visitors coming back.
  • Mobile Optimization: Ensure your site is mobile-friendly. More searches happen on phones now than ever before.

4. Backlink Profile Analysis

Quality backlinks are a MAJOR boost to your site’s credibility and authority.

Backlink profile analysis is the process of reviewing links pointing to your site. It evaluates the quantity, quality, diversity, and relevance of those links.

Actionable Tips:

  • Assess Link Quality: Not all backlinks are created equal. Aim for high-quality, relevant links from trusted websites.
  • Check Your Profile: Keep an eye on your backlink profile. Watch for toxic links that could harm your ranking.
  • Build Relationships: Reach out to reputable sites for link-building. Strong relationships can lead to quality backlinks.

5. Competitor SEO Analysis

Competitor SEO analysis is like gathering intel on your rivals. It’s a strategic review of their SEO tactics.

This valuable insight gives you the edge. You’ll spot strengths to emulate and weaknesses to exploit much easier.

Actionable Tips:

  • Spot Their Strengths: Analyze competitors’ best-performing content and keywords. Learn from their wins.
  • Find Their Weaknesses: Look for gaps in their strategies. These are your opportunities.
  • Adapt and Overcome: Use what you learn to adjust your strategy. Then, outmaneuver your competition with these data-driven insights.

How to Get Started with SEO Analytics

Getting Started with SEO Analysis

Ready to uncover your site’s hidden potential? I’ll take you through the step-by-step blueprint to launch your website’s analytics.

Step 1: Plan and Prepare Your Analytical Strategy

Begin your SEO analytics journey with a plan. Set the stage for uncovering hidden insights. Like any good detective, preparation is essential.

At a minimum, consider these tasks when planning:

Assign Roles for your SEO Analysis

Assign clear roles for tasks to keep your SEO investigation on track.

For example, determine who will:

  • Collect data from various sources
  • Perform data visualization
  • Analyze the data and provide insights
  • Prepare and report the data

A single SEO analyst can perform these tasks. But you can streamline the process with automated SEO reports. Either way, ensure a team member reviews the data.

Choose the Frequency for SEO Reporting

Decide how often you’ll gather and review the data. Daily? Weekly? Monthly?

Consistent frequency keeps you ahead of the game and up-to-date with your data. I recommend reviewing your analytics at least once a week.

If you have the budget, consider an analytics reporting tool. You can set up an automated SEO report to check key metrics.

Alternative SEO reporting tools include SE Ranking and Agency Analytics.

Step 2: Set Up the RIGHT SEO Analytics Tools

Ready to bring the hidden details of your website’s performance into sharp focus? Equip yourself with essential SEO analytics and reporting tools.

Keep reading to discover the top tools and actionable steps to get you started.

Note: Many SEO tools are out there. But I’ll zero in on the most popular ones and the trusted tools Gravitate relies on.

Google Analytics (GA4)

Google Analytics 4 Setup

Google Analytics (GA4) is like your website’s private investigator, tracking visitors’ every move. It reveals how users interact with your site, what pages they linger on, the buttons they click, and more. The platform even tallies up leads and sales.

Here’s a simplified guide for setting up Google Analytics:

Heads Up: GA4 starts gathering data only after set up—no peeking into the past. The sooner it’s up and running, the quicker you’ll collect valuable data for analysis.
Step 1: Set Up a Google Analytics Account
  1. Visit Google Analytics and log in or create an account.
  2. Click on Admin and then select Create Account.
  3. Enter a name for your new account and decide your data-sharing settings with Google.
  4. Click Next to create your property.
Step 2: Create a New Google Analytics 4 Property
  1. Name your property (like “My Business Website”). Then, set your reporting time zone and currency.
  2. Click Next. Then, choose your industry category and business size.
  3. Click Next again. Then, specify how you plan to use Google Analytics.
  4. Click Create. Then, agree to the Terms of Service and Data Processing Amendment.
Step 3: Add a Data Stream
  1. Choose the type of stream: iOS App, Android App, or Web. (This guide will use Web)
Step 4: Add the Google Tag to Your Website
  1. Go to Admin.
  2. Select your property.
  3. In the Property column, click on Data Streams > Web.
  4. Choose the data stream linked to your website.
  5. Under Google tag, click View tag instructions.
  6. On the instructions page, select Install manually.
  7. Copy the JavaScript snippet (Google tag) provided.
  8. Paste this snippet after the <head> tag in your website’s HTML. Or, use a plugin if you have a CMS like WordPress.

Further Steps: Analytics 4 Quick Start Guide

Need Help? Gravitate will get you running in a snap if you’re unfamiliar with HTML or how to edit your website. Contact us. It’s easy!

Google Search Console (GSC)

Google Search Console Property

Google Search Console (GSC) is your search engine spotlight. It illuminates how your website appears and performs in Google search results.

For example, GSC tracks your visibility and pinpoints website issues. It even decodes the search queries bringing traffic to your digital doorstep.

Here’s a simplified guide for setting up Google Search Console:

  1. Visit Search Console and log in or create an account.
  2. Click Start Now.
  3. Choose Add a Property and enter your website’s URL. (I recommend using Domain vs URL Prefix)
  4. Verify your website ownership through one of the recommended methods.
  5. Once verified, you can access various SEO data. You’ll also receive messages from Google about your site.

Heads Up: The sooner you set up GSC, the sooner you can optimize your online presence.

Google Tag Manager (GTM)

Google Tag Manager Setup

Google Tag Manager isn’t an SEO analytics tool. Think of it as the utility belt for your digital detective gear.

GTM is essential for setting up and managing the tracking tags for Google Analytics 4.

It also makes updating those tags easy without frequent code changes to your site.

Here’s a simplified guide for setting up Google Tag Manager:

Step 1: Set Up a GTM Account and Container
  1. Visit Google Tag Manager and log in or create an account.
  2. Click the Accounts tab > Create account.
  3. Provide an Account Name and select your country.
  4. Name your container and choose Web.
  5. Accept the Terms of Service to create your container.
Step 2: Install the GTM Container on Your Website
  1. Go to Workspace.
  2. Find your container ID at the top (it looks like “GTM-XXXXXX“). Then, click it to open the installation instructions.
  3. Copy the provided <script> and <noscript> code snippets.
  4. Paste the <script> snippet after the <head> tag in your website’s HTML.
  5. Paste the <noscript> snippet after the opening <body> tag.
Step 3: Add Tags to Your GTM Container
  1. In your GTM Workspace, click Tags > New to create a new tag.
  2. Name your tag and set up the Tag Configuration for Google Analytics 4.
  3. Define the Triggering rules to specify when the tag should fire (like on all pages).
  4. Save your tag and repeat as necessary for more tags.
Step 4: Verify Your Tags
  1. Use the Preview mode in GTM to test the tags on your website.
  2. Enter your website’s URL in the Tag Assistant to check for errors.
  3. Edit any tags as needed based on the Tag Assistant’s feedback.
  4. Save changes and retest until everything works correctly.
Step 5: Publish Your Tags
  1. Once you’re satisfied with the setup, click Submit in the top right corner of GTM.
  2. Choose Publish and Create Version.
  3. Review the changes to ensure they’re correct.
  4. Provide a Version Name and Description.
  5. Click Publish to make the tags live on your website.

With GTM in place, you can streamline the tracking setup for GA4 and other tools.

Ahrefs (Or Similar SEO Tool)

Ahrefs Site Audit Tool

Ahrefs is an all-in-one SEO tool for keyword research, backlink analysis, competitive analysis, site audits, and more. (We LOVE it!)

Two ways to use Ahrefs for SEO analytics and reporting:

Ahrefs’ Site Audit Tool

Site Audit is a forensic kit for your website’s health. It reveals technical and content glitches impacting your site’s performance.

Ahrefs’ Site Explorer Tool

Site Explorer is your investigative lens. It zooms in on a website’s organic search traffic, keywords, and backlink profile.

Use this tool to track keyword rankings and analyze which websites link to your site. For instance, review backlink quality, anchor text, domain rating, and more.

Here’s how to get started with Site Audit and Site Explorer:

  1. Sign up or log in at ahrefs.
  2. For backlink analysis, select Site Explorer in the top menu.
  3. Enter your domain, and explore the Backlink Profile section.
  4. For keyword ranking positions, stay in Site Explorer. Then, check the Organic Search section.
  5. For an SEO audit, select Site Audit in the top menu.
  6. Click New Project, enter your website details, and hit Create Project.
  7. Ahrefs will crawl your site. Once finished, view and address the technical issues under the Issues tab.

The Site Audit and Site Explorer tools make tracking your site’s SEO health and competitive stance easy. You can also export various reports to track your SEO efforts.

Step 3: Set Up SEO Reporting Dashboards

Unveil the story behind your data with custom dashboards and SEO reports.

They’re your control panel for decoding the data and charting a path to online victory.

Ready to turn data into actionable insights? Keep your strategy sharp with these SEO reporting tools.

Google Looker Studio Dashboard

Google Looker Studio Example

Google Looker Studio (Formally Data Studio) is your data command center. It turns complex data into easy-to-read, customizable dashboards.

You’ll see the full story of your website’s SEO performance.

For example, create compelling reports and charts. Then, combine data from various sources, like Google Analytics and Search Console.

It’s easy to use, even if you’re not a tech whiz!

Here’s a simplified guide for setting up Google Looker Studio:

  1. Visit Looker Studio and log in or create an account.
  2. Click Create and select Report to build your dashboard.
  3. Add data sources by clicking on Add Data.
  4. Choose from options like Google Analytics, Search Console, and more.
  5. Drag and drop charts, graphs, and tables to highlight SEO metrics.
  6. Customize the style and layout to fit your brand.
  7. Arrange your data points to tell the SEO story you want to present.
  8. Share your insights and invite others to view or edit.

With Google Looker Studio, you’re the detective and the storyteller.

Performance Report (Google Search Console)

Performance Report in Google Search Console

The Performance Report in Google Search Console tracks your website’s search presence.

This report shows how often your pages appear in Google search results, how many clicks they receive, and which queries bring users to your site.

The SEO report gives you clear details on:

  • Clicks: The number of times users clicked through to your site from search results.
  • Impressions: Counts how often your site appears in search results.
  • CTR (Click-Through Rate): The percentage of impressions that resulted in a click.
  • Position: The average ranking of your site in search results for specific queries.

Suggested Use: Check for spikes or dips in clicks or impressions. Also, look at the search queries driving those clicks and impressions.

Page Indexing Report (Google Search Console)

Page Indexing Report in Google Search Console

The Page Indexing Report in Google Search Console provides an overview of your website’s indexing status.

This report is crucial for checking your site’s visibility in search results. It also identifies indexing issues and provides tips to fix them.

The SEO report gives you clear details on:

  • Indexed Pages: The total pages Google included in its search index.
  • Exclusion Details: Reasons why certain pages are not indexed. For example, it spots redirects, noindex, and canonical issues.
  • Blockages: Pages blocked from indexing by robots.txt, noindex tags, and 4xx errors.
  • Page Experience: Recommends fixes for issues that hinder Google’s understanding of your pages.

Suggested Use: Check for sudden spikes in errors or drops in indexed pages. These indicate crawling issues on your site.

Page Experience Report (Google Search Console)

Page Experience Report in Google Search Console

The Page Experience Report in Google Search Console evaluates how users interact with your website.

This report is crucial to assess user satisfaction with your website. It also assesses how well your site meets Google’s page experience criteria.

The SEO report gives you clear details on:

  • Core Web Vitals: Measures loading performance, interactivity, and visual stability of pages.
  • Mobile Usability: Assesses how well your site performs on mobile devices.
  • HTTPS Usage: Ensures your site’s connections are secure.

Suggested Use: Address Core Web Vitals, mobile usability, and security issues. Check the Desktop and Mobile reports.

Links Report (Google Search Console)

Links Report in Google Search Console

The Links Report in Google Search Console is your website’s connection tracker.

This report reveals the external sources linking to your site. It also maps out the internal links between your pages.

The SEO report gives you clear details on:

  • Top Linked Pages (Externally): Shows the most linked-to pages from outside sources.
  • Top Linked Pages (Internally): Shows your site’s most frequently linked pages.
  • Top Linking Sites: Lists the websites that link to you most often.
  • Top Linking Text: Reveals the words used when others link to your site.

Suggested Use: Check this report to understand your backlink profile’s strength and structure.

Landing Page Report (Google Analytics 4)

Landing Page Report in Google Analytics 4

The Landing Page Report in Google Analytics 4 is your guide to first impressions.

This report tracks the starting points of your visitors’ journey. It also offers a snapshot of:

  • Top Entry Pages: Identifies the most popular first-stop pages on your site.
  • Visitor Actions: Monitors what visitors do after they land. See if they browse further, fill out forms, exit, etc.
  • Conversions: Measures how well these entry pages lead to desired actions. For instance, newsletter sign-ups or purchases.

Suggested Use: Spot your star pages and ones that need improvement. Then, enhance these gateways to improve visitor retention and conversion rates.

Traffic Acquisition Report (Google Analytics 4)

Traffic Acquisition Report in Google Analytics 4

The Traffic Acquisition Report in Google Analytics 4 reveals how users find and visit your website.

This report is vital for identifying which channels drive the most website traffic and engagement. It includes:

  • Session Source: Identifies where your visitors originate. Traffic channels include search engines, social media, email, etc.
  • Session Medium: Shows the type of website traffic. For example, traffic from organic search, referrals, direct visits, or paid ads.
  • Engagement Metrics: Provides data on how these visitors interact with your site. It includes engagement rate, session duration, and more.

Suggested Use: Analyze this report to pinpoint your most effective traffic sources. Then, adjust your digital marketing strategies on these channels for better results.

Step 4: SEO Reporting Metrics to Track

When playing the SEO game, think of metrics as your scorecard. Here are the twenty most crucial ones to keep an eye on:

SEO Metric Metric Description
Keyword Ranking Track where your keywords rank in search results.
Backlinks and Referring Domains Look at who links to your site and the quality of those links.
Organic Search Traffic See how many visitors come from search engines.
Sessions and Pageviews Count how many times users visit and view pages.
Goal Completions and Conversions Measure how often users convert and complete goals.
Organic Conversion Rate Know how well your SEO turns visitors into customers.
New vs. Returning Users Balance content for both first-time and repeat visitors.
User Engagement Rate Learn how users interact with your site.
Average Engagement Time See how long visitors stay engaged with your content.
Bounce Rate See if visitors leave after only one page.
Referral Traffic Track visits to your site from sources outside search engines.
Pages Per Session Track the average number of pages a user visits during a session.
Top Exit Pages Identify where users are likely to leave your site.
Search Result Impressions Find out how often your site appears in search results.
Organic Clicks The number of clicks your site receives from organic search.
Click-Through Rate (CTR) See the percentage of people who click your link after viewing it.
Crawl and Indexing Errors Spot technical issues hindering your site’s performance.
Core Web Vitals Evaluate your site’s health with Google’s user experience metrics.
Site Speed Ensure your pages load fast for users.
Mobile Usability Ensure your site works well on phones and tablets.


Note: You don’t need to track every SEO metric. Choose those that align best with your SEO campaign goals.

Step 5: Analyze Your Data and Take Action

Data analysis is not about collecting clues. It’s about piecing them together to form a clear picture.

Here’s how to analyze your SEO data and take decisive action:

  1. Regular Reviews: Schedule weekly or monthly reviews of your SEO data. Consistency is vital in detecting patterns and anomalies.
  2. Compare and Contrast: Look at your data in comparison to previous periods. This will help you understand trends and the impact of any changes you’ve made.
  3. Segment Your Data: Separate your data into categories like traffic sources or user behavior. This helps pinpoint specific areas for improvement.
  4. Identify Opportunities: Spot quick-win optimizations. For example, tweak a title tag or add missing keywords.
  5. Prioritize by Impact: Focus on actions with the greatest impact on your goals. Not all data points are equal. Be wise about how you invest your SEO efforts.
  6. Test and Experiment: Make changes based on your analysis and test the effectiveness. SEO is an ongoing experiment.
  7. Report and Communicate: Share your findings with your team. Clear communication ensures everyone understands the strategy and can contribute to its success.
  8. Adjust and Refine: SEO isn’t set-and-forget. Keep honing your strategy with ongoing analysis.

Remember, the goal is to turn data into actionable insights. These insights propel your website forward, ensuring you take informed and effective steps.

Like a skilled detective, use every tool to uncover SEO success.

SEO Analytics and Reporting Summary

Cracking the case of SEO analytics and reporting is no small feat. But it can lead your startup to the top search engine ranks.

Remember, the clues lie in:

  • Understanding Your Data: Like a detective’s best lead, web analytics give you the insights to make informed decisions.
  • Refining Your Strategy: Gather evidence to fine-tune your approach. Make every move calculated and impactful.
  • Staying Ahead of the Game: Keep a watchful eye on your competitors. Then, use your data to outmaneuver them at every turn.

Most important, don’t let the trail go cold. This journey to digital dominance is only beginning.

Partner with Gravitate. We’re not just about leads. We’re about LEADING you to where your business thrives.

With our proven SEO and digital marketing strategies, your startup won’t chase success—it will achieve it.

Ready to join forces? Let’s elevate your online presence to the forefront of your industry.

Schedule Your Free Consultation


Keep Learning

Want to learn more SEO tips for startups? Gain incredible insight into effective marketing strategies that get results.

This comprehensive SEO for startups guide includes ten chapters of invaluable information: