How Can You Measure the Quality of Your SEO Traffic Through Google Analytics?

Before you know the various SEO metrics, you need to understand the importance of your business goals. This way, you can measure the effectiveness of your goals to reflect on your marketing campaign. After that, you can determine the quality traffic for your website. This way, you can know how online users engage with your content. 

To know more about the quality traffic, you need to consider Google Analytics metrics to develop a robust SEO marketing strategy. 

Why is Traffic Quality Important for the Success of SEO?

The quality of the traffic is one of the most critical factors that will aid the success of the business, especially during the post-publishing optimization. 

 For instance, let’s assume your professional website achieves 300 visitors per month with a 1% conversion rate. However, when you improve the quality of traffic, the lead and conversion rate will also increase. 

This means that your potential customers are more profitable and engaging for your business than the moderately excited customers. The algorithm of Google further strengthens this statement. The way your potential customers interact and build a relationship with your website will contribute to your company’s growth.

How Can You Measure Organic Traffic Quality in Google Analytics?

Discussing all the factors regarding Google Analytics is a lengthy task. Therefore, we will only stick to the relevant topic, which is traffic quality. Here are some essential metrics you need to remember:

  • Conversion metrics: form submissions, conversion rate, and goal completions.
  • Engagement metrics: pager per session, time on site, exit rate.

Engagement Metrics

These are the first metrics we are going to discuss. Let’s start with the time-on-site, and we will continue our way towards the other metrics. 

Time on Site

The time on site is known as when users spend their time on a website. For instance, suppose an online user has opened multiple tabs but not using all of them at once, Google Analytics will still count the opened tabs. 

When users spend more time on your website, you can enhance your website ranking. This will indicate that your SEO marketing strategies are generating positive results. Additionally, the structure of your website will not only help them find important information about your business, but they will also know more about the offerings of your company. When your website has excellent UX design and high-quality content, you can easily capture the attention of the customers. Make sure you contact to strengthen your SEO marketing campaign. 

Pages per Session

Pages per session is known as the average number of pages online users visit in a single session. This is one of the most critical metrics you need to know. The pagers per session will indicate how deep online users have navigated through your website. The more pages your viewers visit, the more interested they will be in your business. Make sure your users land on the homepage of your website. However, if you want to generate quality leads, you need to aim for two pages per session. 

If you’re failing to obtain these results, you need to find which metric is not working in your favor. You might have targeted the wrong keywords or irrelevant audiences; both can increase the bounce rate. 

If they visit your homepage but leave the website without visiting other pages, it’s because your homepage isn’t linked with other pages. Slow website speed or poor UX design can also be a massive factor. 

Exit Rate

The exit rate defines the number of users who left your page without spending some time. Unlike the bounce rate, the exit rate will represent that users who have left one page went to another. 

For instance, suppose a new online user visits your homepage. But they want to learn more about the contact information of your company. Therefore, they quickly navigate from the homepage to the about page. After spending some time on the about page and noting down the contact information, they exit. This is known as the exit rate. 

Suppose you notice that the exit rate of your professional website is high. In that case, you need to assess some essential elements such as site load time, website copy, page design, images, videos, etc. 

Conversion Metrics

Now that you know about the engagement metrics, you need to learn about the conversion metrics. Let’s start with the conversion rate. 

Conversion Rate

Google Analytics considers your website’s goal completions and determines the overall conversion rate. Nevertheless, make sure you know how each goal is performing to adjust them to increase the conversion rate. 

If you want to view individual goals, consider visiting the goal overview page and selecting the drop-down menu. From there, you can see the conversion rate of a particular goal. Remember that organic traffic also plays a vital role in this scenario. As per Forbes, you can optimize paid ads to increase your website’s conversion rate. 

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Form Submissions 

To leverage the proper benefits of Google Analytics, you should track the form submissions to know what the online users are doing on your website. When you follow form submission, you will also understand how online users navigate from one page to another. This can improve your marketing efforts. 

The relationship between organic traffic and form submissions is quite similar to the actual conversion rate. Form submission is one type of goal, and users would love to engage with it. However, if your users don’t fill out the form, it will indicate that you’re targeting irrelevant online users. 

Goal Completions 

Apart from the metrics mentioned earlier, you can also develop other goals such as newsletter sign-ups; e-book downloads, etc. You can track these goals by pages, time, URL, or events. 

For instance, if you’ve uploaded something on your social media platforms regarding a free download, you can develop a goal with the social media post. This way, you can pinpoint the content that works better. 

When you track your goals, you will understand your potential audiences properly. You will also know if they love to engage with your website or not. 


These are some factors you need to know to measure your SEO traffic quality through Google Analytics. Do you have any other questions? Make sure you comment below to let us know.