Free SEO Tools to Monitor Your Site's Performance

In the digital realm, visibility is the currency of success.

Carving out a space in the crowded online marketplace.

Understanding and implementing effective Search Engine Optimisation (SEO) strategies is non-negotiable.

Fortunately, the digital age offers a plethora of tools to illuminate the path to improved website performance — many of which are free.

This guide looks into the three FREE indispensable tools that we use regularly:

Google Analytics 4 (GA4)

Google Search Console

Microsoft Clarity

Using these tools with an SEOJet Flight Plan, provides you with a roadmap to harness their power for your website’s advantage.

Google Analytics 4 (GA4)

Understanding GA4

google analytics GA4 - SEOJet
google analytics GA4 - SEOJet

Google Analytics 4 represents a significant evolution from its predecessor, Universal Analytics.

Designed with a privacy-first approach, GA4 offers a comprehensive view of customer data across platforms without relying on cookies.

This tool is indispensable for businesses seeking to understand user interactions on their website or app in a world increasingly concerned with data privacy.

Setting Up GA4

Setting up GA4 is straightforward:

  1. Create a Google Analytics account if you don't already have one.
  2. Add a new property for your website within the Analytics account, selecting GA4 as the property type.
  3. Follow the setup assistant to configure your property, including data stream setup for web and app tracking.

Key Features and How to Use Them

  • User Engagement: GA4's focus on engagement metrics like average engagement time, engagement rate, and event count per user provides deeper insights into how users interact with your content.
  • Event Tracking: Unlike its predecessor, GA4 automatically tracks certain events, simplifying the process. For custom events, use the 'Events' section in the GA4 interface to configure actions specific to your site's user interactions.
  • Conversion Tracking: Set up conversion events in GA4 to measure the actions most valuable to your business, such as form submissions or product purchases. This is done by marking specific events as conversions within the 'Conversions' tab.

Real-World Application

Imagine an e-commerce site that implemented GA4 to track product page engagement.

By analysing the data, the site's marketing team identified that videos on product pages significantly increased user engagement time.

This insight led to a site-wide strategy to include videos for key products, which boosted engagement and, ultimately, sales.

Get started with Google Analytics 4 (GA4)

Google Search Console

Getting to Know Google Search Console

Google Search Console - SEOJet
Google Search Console - SEOJet

Google Search Console is a free service offered by Google that helps you monitor, maintain, and troubleshoot your site's presence in Google Search results.

It provides invaluable insights into how Google views your site and how users find it through search.

Verification and Setup

To start using Google Search Console:

  1. Sign in with your Google account and add your website as a 'property'.
  2. Verify your ownership of the website through one of the methods provided, such as uploading an HTML file to your site or using a DNS record.
  3. Submit your sitemap to help Google better understand the structure of your site.

Core Features

  • Search Performance Analysis: This feature allows you to see which queries bring users to your site, your site's visibility on Google, and how effectively users engage with your content.
  • Index Coverage: The Index Coverage report shows which pages on your site have been indexed by Google, any indexing errors, and ways to fix them.
  • Enhancements: Reports on mobile usability, site speed, and other factors can help you improve user experience and site performance.

Improving SEO with Search Console Insights

By analysing the data from Google Search Console, you can identify high-performing queries and pages, then optimise your content to boost visibility and engagement.

For instance, if certain keywords are driving traffic to your site, consider creating more content around those topics.

Get started with Google Search Console (GSC)

Microsoft Clarity

Introduction to Microsoft Clarity

Microsoft Clarity - SEOJet
Microsoft Clarity - SEOJet

Microsoft Clarity is a free analytics tool that provides insights into how users interact with your website.

With features like heatmaps and session recordings, it's an excellent tool for understanding user behaviour and improving site usability.

Implementing Clarity on Your Website

To use Microsoft Clarity:

  1. Sign up for an account and add your website as a new project.
  2. Install the tracking code on your website, which you can do manually or through a tag manager.
  3. Start analysing the data as it comes in.

Features and Analytics

  • Heatmaps: Visual representations of where users click, scroll, and move on your pages, helping you understand what catches their attention.
  • Session Recordings: Recordings of user sessions that show how visitors navigate through your site, which can reveal usability issues or areas for improvement.
  • Insights Dashboard: Provides an overview of key metrics like click rage, dead clicks, and scroll depth, offering clues on how to enhance site design and content.

Leveraging Clarity for User Experience Improvements

Analysing the data from Microsoft Clarity can lead to actionable insights for improving your website.

For example, if heatmaps show that users frequently miss an important call-to-action, you might consider repositioning it to a more prominent spot on the page.

Get started with Microsoft Clarity

By integrating insights from Google Analytics 4, Google Search Console, and Microsoft Clarity, you can create a robust framework for monitoring and enhancing your website's SEO and user experience.

Each tool offers unique perspectives and data points, allowing you to craft a comprehensive strategy for digital success.

You can contact SEOJet to discuss your website optimisation requirements.

Ardene Stoneman 15 February 2024
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