Description

Introduction

In the digital age, understanding how your website performs and how users interact with it is critical to business success. Google Search Console (GSC) and Google Analytics (GA) are two powerful tools that help you monitor your site’s visibility, user behavior, and overall performance. This training will provide a comprehensive introduction to both tools, helping you leverage them to improve search engine rankings, enhance user experience, and drive more traffic to your website.

Objectives

• Gain a clear understanding of the functionalities of Google Search Console and Google Analytics.
• Learn how to monitor website performance, track user behavior, and optimize for search engines.
• Develop the ability to analyze traffic sources, user demographics, and site performance metrics.
• Understand the integration of GSC and GA for better insights into SEO and user engagement.

Pre-Requisites

To fully benefit from this training, it is recommended that participants have:

1. Basic knowledge of websites: Familiarity with how websites operate, including concepts like domains, hosting, and content management systems.
2. Familiarity with SEO concepts: An understanding of search engine optimization (SEO) principles, such as keywords, backlinks, and ranking factors.
3. Website access: Administrative access to a website and its Google Search Console and Google Analytics accounts.
4. Google Account: Participants should have a Google account and be able to access the Google Search Console and Google Analytics dashboards.
5. Desire to learn data-driven decision making: A willingness to explore analytics data and use it to make improvements in site performance and user experience.

Table of Contents

Module 1: Introduction to Google Search Console

1.1 What is Google Search Console?
1.2 Key Benefits of Using GSC
1.3 Setting up Google Search Console
1.4 Overview of the GSC Dashboard

Module 2: Monitoring Website Performance with Google Search Console

2.1 Performance Reports: Clicks, Impressions, CTR, and Average Position
2.2 Understanding Queries, Pages, Countries, and Devices
2.3 Monitoring Core Web Vitals and Page Experience
2.4 Submitting and Managing Sitemaps
2.5 Crawling and Indexing: Understanding Googlebot Activity
2.6 Identifying and Fixing Index Coverage Issues
2.7 Enhancements: Mobile Usability, AMP, and Structured Data

Module 3: Advanced Features of Google Search Console

3.1 Using URL Inspection Tool
3.2 Managing Security Issues and Manual Actions
3.3 Understanding External and Internal Links
3.4 International Targeting with hreflang
3.5 Submitting Disavow Files (External Tool)

Module 4: Introduction to Google Analytics

4.1 What is Google Analytics?
4.2 Key Benefits of Using GA
4.3 Setting Up Google Analytics and Connecting to Your Website
4.4 Understanding the GA Interface: Real-Time, Audience, Acquisition, Behavior, and Conversions

Module 5: Audience Analysis in Google Analytics

5.1 Demographics and Interests Reports
5.2 Understanding Geographic and Device Reports
5.3 Analyzing User Behavior: New vs Returning Visitors
5.4 Tracking User Segments and Cohorts
5.5 Custom Audience Segmentation and Reporting

Module 6: Acquisition Analysis in Google Analytics

6.1 Understanding Traffic Sources: Direct, Organic, Paid, and Referral
6.2 Monitoring Campaign Performance (Google Ads, Social Media, Email)
6.3 Using UTM Parameters to Track Marketing Campaigns
6.4 Analyzing Multi-Channel Funnels and Attribution Models

Module 7: Behavior Analysis in Google Analytics

7.1 Understanding Page Views, Sessions, and Bounce Rates
7.2 Analyzing User Flows and Navigational Paths
7.3 Event Tracking: Button Clicks, Downloads, and Video Plays
7.4 Monitoring Site Speed and Page Load Times
7.5 Custom Reports for Content and Behavior Analysis

Module 8: Conversion Tracking and Goal Setup in Google Analytics

8.1 Setting Up and Tracking Goals
8.2 E-Commerce Tracking: Sales, Revenue, and Product Performance
8.3 Conversion Funnels and Drop-off Points
8.4 Attribution Models and Conversion Paths

Module 9: Integration of Google Search Console and Google Analytics

9.1 Linking Google Search Console and Google Analytics for Enhanced Insights
9.2 Using GSC Data within Google Analytics for SEO Performance
9.3 Combining GA Data with GSC to Optimize Search and User Behavior
9.4 Best Practices for Data Interpretation and Decision Making

Module 10: Reporting and Dashboards

10.1 Creating Custom Dashboards in Google Analytics
10.2 Generating Reports in Google Search Console
10.3 Automating Reporting: Schedule Email Reports and Dashboards
10.4 Exporting and Sharing Reports for Stakeholders

Module 11: Hands-On Practice and Use Cases

11.1 Setting Up and Exploring Google Search Console and Google Analytics
11.2 Real-World Case Studies on SEO Improvements using GSC
11.3 Data-Driven Decisions Using Google Analytics: Traffic, Conversion, and User Behavior
11.4 Combining Data for a Holistic View of Website Performance

Module 12: Best Practices and Common Pitfalls

12.1 Best Practices for Using Google Search Console
12.2 Best Practices for Google Analytics Setup and Usage
12.3 Common Mistakes to Avoid in GSC and GA
12.4 Data Privacy and GDPR Compliance