Google Analytics (GA) is a powerful tool that lets website owners find out how users connect with their websites.
The amount of information we can get from Google Analytics is so thorough that a theory has been flowing, for over a years, that GA information is a ranking aspect.
Is Google Analytics truly powerful enough to affect Google search engine result?
Let’s take a closer look.
[Suggested Read:] Google Ranking Elements: Truth or Fiction
The Claim: Google Analytics As A Ranking Factor
In Google’s How Search Functions documentation, we can see that a webpage’s significance is one of the many elements utilized to rank webpages.
Screenshot from Google’s How Browse Functions, June 2022 One of the most basic relevancy signal is that the
content consists of the exact same words as the search inquiry. Additional info about how Google determines a page’s importance is provided. Beyond basic keyword matching, Google states,”We also
use aggregated and anonymized interaction data to examine whether search results pertain to questions. We change that data into signals that help our machine-learned systems better estimate importance.” Screenshot from Google’s How Search Works, June 2022 What is”interaction information,” and
where does Google get it? Some online marketers assume that these aspects
include metrics such as time on page, natural click-through rate, bounce rate, overall direct traffic, portion of repeat visitors, and so on. That makes good sense because those are the metrics marketers recognize with and understand to represent the interactive information Google may be trying to find. Marketers may likewise see a connection in between the metrics improving as their position in the SERP improves. Is it possible that we are in some way enhancing Google’s understanding of our site’s user experience using Google Analytics? Like some sort of SEO bat signal? Can we straight influence rankings by offering Google more “interaction information”to deal with
? [Ebook:] Download
The Complete Guide To Google Ranking Factors The Evidence Versus Google Analytics As A Ranking Element While we don’t have direct access to Google’s algorithm, evidence shows Google Analytics as a ranking factor
is not a plausible theory. First, Google agents have been clear and constant in saying that they do not utilize Google Analytics information as a ranking aspect. As just recently as March 16, 2022
, John Mu has actually reacted to tweets about Google Analytics impacting rank.< img src="// www.w3.org/2000/svg%22%20viewBox=%220%200%20871%20521%22%3E%3C/svg%3E" alt ="John Mu GA4 tweet_thats not going to happen_screenshot"width="871"height="521"data-src="https://cdn.searchenginejournal.com/wp-content/uploads/2022/10/3.-john-mu-ga4-tweet_thats-not-going-to-happen_screenshot-634d125ea6b2b-sej.png"/ > Screenshot from Buy Twitter Verification, June 2022 In jest, an online marketer recommended if Google desired people to use GA4, they could simply state it would improve ranking. John Mu replied,” That’s not going to take place.” Google seems to continually be batting down the idea that its analytics services influence ranking in any method. Back in 2010, when we were tweeting to snag the leading spot in results for a couple of moments, Matt Cutts said, “Google Analytics is not utilized in search quality in any method for our rankings.””Is Google Analytics data a factor in a page’s ranking?”Google Browse Central, June 2022 And you don’t have to take Google’s word for it. Here are 3 websites ranking in the leading 10 for extremely competitive keywords that do not have the Google Analytics tag on their site. 1. Ahrefs, an SEO tool, famously does not use Google Analytics
. Screenshot by author, June 2022 Tim Soulo, CMO at Ahrefs, tweeted in December 2019,”Every time I tell fellow online marketers that we don’t have Google Analytics at ahrefs.com, they react with’NO OTHER WAY!'” Screenshot from Buy Twitter Verification, June 2022
And the Ahrefs domain ranks in the top 10 positions for over 12,000 non-branded keywords.
Screenshot from Ahrefs.com, June 2022 2. Another famous example is Wikipedia. Wikipedia short articles control Google search results, ranking very well for definition-type searches such as computer, pet, and even the search question”Google.”And it ranks for all this with no Google Analytics code on the site. Screenshot by author, June 2022 3. Another example is Ethereum. Ethereum is ranking in the leading 10 for [nft] NFT is an enterprise-level keyword with over one million regular monthly searches in the United States alone. Ethereum’s site does not have Google Analytics set up. Screenshot by author, June 2022 [Discover:] More Google Ranking Aspect Insights Our Verdict: Google Analytics Is Not A Ranking Aspect< img src= "https://cdn.searchenginejournal.com/wp-content/uploads/2021/09/rf-definitely-not-30-6143149c256b4-sej.png"alt="Is Utilizing Google Analytics A Browse Ranking Aspect?"/ > Google Analytics is a powerful tool to help
us comprehend how individuals find our website and what they do when there. And when we make modifications to our website, by making it simpler to navigate or enhancing the material, we can see GA metrics enhance.
Nevertheless, the GA code on your site does not send up an SEO bat signal.
The GA code is not a signal to Google, and it does not make it easier for Google to examine importance (whether your webpage fulfills the user’s search query.)
The “bat signal” is for you.
Google Analytics is not a ranking factor, but it can help you comprehend whether you’re heading in the right or wrong instructions.
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