A couple of months ago, Google Analytics added four new reports to help webmasters analyse their organic search traffic more effectively. These additions enable users to view their search engine data and Google Analytics data side-by-side, providing a greater level of insight into how visitors, gained via organic search methods, interact with their website.
To view Google’s new reports, you need to link your Search Console account (previously Google Webmaster Tools’ to your Google Analytics account.
These new reports are as follows:
Landing Pages: The landing pages report shows the top pages from Google’s organic search listings — with impressions, clicks, click-through rate, and average position — on the left side. On the right side are Google Analytics metrics — sessions, bounce rate, pages per session, goals, and transactions.
This report would identify, for example, landing pages that rank high and attract visitors organically, but have a high bounce rate. In that case, consider optimizing those landing pages for better engagement or conversion.
You could also view landing pages that have a low bounce rate and high conversion rate, but do not rank well. In this case, consider improving your search optimisation on these pages.
You can drill down into each landing page to view data by search query.
Countries: This report will allow you to compare organic traffic from Google search by country. See which countries generated the most impressions and clicks, and which generated the most transactions and goals.
Use this report to determine, for example, how well international visitors convert through organic search. Drill down on each country in this report for a list leading landing-pages data from visitors in that country.
Queries: This report provides insights for some of the keywords that drove organic traffic to your site. For each reported keyword, the report shows clicks, impressions, click-through rate, and average position. You can use this report to see which keywords drove the most impressions and clicks to your site.
One metric to watch over time is the average position. If your average position improves, your site will likely gain more impressions and clicks. If the average position drops, try to determine why.
You can also use this report in conjunction with AdWords campaigns. If you are targeting keywords in AdWords that already rank high in organic search, consider pausing those campaigns to see if your traffic maintains its level. If so, you may be spending too much on traffic that would occur organically. This could free you to allocate those funds to other keywords.