In order to drive more targeted traffic to your website from search engines, you will need to analyze your SEO reports and optimize your website for search engines. Here are four ways you can do exactly that

1- Track Demographics and Interests of Your Visitors

By gathering data about demographics and interests of your users, you can get information about what type of people are visiting your sites and what they would like to see so that you can optimize your content so that these people stay on your website for a longer time and hopefully improve conversions and ROI.

In order to get this information, after you’ve logged in to your Google Analytics account, go to Audience > Demographics > Overview. Or you can click on the ‘View Full Reports’ button at the bottom of each report.

To get a detailed demographics report, you may click the Age or Gender menu below the Demographics tab in the left taskbar.

To get an overview of the interests’ data, you can go to Audience > Interests > Overview.

You can also find specific interests reports on affinity categories, in-marketing segments, and other categories within Google Analytics.

2- Google AMP tracking

Google AMP offers an extremely quick browsing experience for your mobile visitors arriving at your site from Google.

Studies show that 90% of publishers who enabled AMP are seeing higher click-through rates and 80% of publishers are getting more views.

If you’re a publisher who wants to drive more organic traffic to your site, you might want to add Google AMP to your website.

To analyze the user interactions on your AMP pages, you’ll need to set up Google Analytics tracking.

Once you’ve set up Google Analytics tracking on your Google AMP pages, you can find the AMP data by going to Behavior > Site Content > All Pages in your Google Analytics account. Type /amp in the search bar above the table to find the traffic reports for your AMP pages only.

3- Track Organic Keywords with Google Search Console

Google Search Console is a free service that allows you to monitor and maintain your site’s presence in Google search results.

You can connect your Google Analytics account with Google Search Console (look up how to do that).

Once the setup process is complete, you can open the Google Analytics site on your browser, log into your account, and go to Acquisition > Search Console > Queries.

The data will tell you what people are searching for to land on your site and how relevant your site’s pages are to those queries. You will get information about metrics like clicks, impressions, CTR, and average position.

4- Track Your Site’s Referrals

A referral is a website which links to your site. In other words, it’s a website that you’re getting backlinks from and receiving traffic through those links.

You can analyze what type of websites are referring to your site and try to get more backlinks from other, similar, sites.

If you want to see a comprehensive list, you can click the View All Referral Sources button at the end of the report table. Doing so will redirect you to your Referrals report on your Google Analytics account.