How To Use Google Analytics for SEO

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To use Google Analytics 4 for SEO, you need a few reports to help you keep a close eye on your website performance. The most important reports for this are your Landing page Engagement report and the Traffic acquisition report.

Let's get started with Landing Page Engagement Report:

1. Navigate to Reports> Engagement> Pages and screens.
2. Head over to the customize button on the top right. (Pencil sign)
3. Click on Dimensions and delete all the dimensions except the Landing page + query string.
4. Now head over to Metrics and remove Views from the listed metrics.
5. Click on Add metric in the bottom of the list and add Sessions as one of the metrics. Click on Apply.
6. Next, we go to REPORT FILTER, and click on Add filter.
7. Under Dimension, search and select for Session default channel group. Select exactly matches in the Match Type dropdown.
8. Check the Organic Search box in the Value section and hit Apply after adding all the filters.
9. Save it as a new report and name your report "SEO Reports - Pages and Screens." (or SEO Reports - Landing Page)

Your first SEO report is now created! To access it, navigate to Library in the bottom of the left pane.

1. Find Edit collection under the Life cycle column.
2. Click on Create new topic in the left column and name it "SEO Reports."
3. You will find your Pages and Screen SEO Report in the right column. Drag and drop it to the left column under SEO Reports.‍
4. Hit Save and select Save to current collection.

You can now find your Engagement SEO report for pages and screens under Reports.

Now let's create the next SEO report called the Traffic acquisition report.

1. Head over to Reports>Acquisition>Traffic Acquisition
2. Head over to the Customize report (Pencil sign) again and select Dimensions.
3. Except Session source, delete all the other dimensions. And hit the Apply button at the bottom.
4. Now, Head to the REPORT FILTER and click on Add filter.
5. • Dimension - Session default channel group;
   • Match Type - exactly Matches;
   • Value - Organic Search
   Make sure to hit Apply.
6. Hit Save and Save as a new report.
7. Name your report "SEO Report: Traffic Acquisition" and hit Save.‍

Now you can move this report to the Life cycle collection in the same way you did for the Engagement Report.

Now you have 2 SEO reports you access directly on GA4.

Additionally you can also add Search console reports in your SEO reports so you can also track your keywords directly on Google Analytics. Just make sure you have your Google Search Console connected to GA4. If not you can follow this tutorial to do so.