Understanding Google Analytics: 5 Metrics That Matter for SEO

If you’re a small business owner trying to understand whether your website is “working,” Google Analytics 4 (GA4) is one of the best tools you can use. The challenge is that GA4 can be overwhelming, filled with numbers, graphs, and terms that don’t always make sense at first glance.

The good news is that you don’t need to be a data analyst to benefit from it. By focusing on just a handful of key metrics, you can measure your SEO performance, celebrate improvements, and see where to focus next.

Why GA4 Matters for SEO

Google Analytics 4 (GA4) tracks how people find and use your website. It’s handy for SEO because it shows how much of your traffic comes from organic search and what those visitors do once they land on your site. In other words, it answers two big questions:

• Are people finding me on Google?
• When they do, are they engaging with my content?

5 GA4 Metrics That Matter for SEO

1. Organic Traffic

What it is: The number of visitors who come to your site through unpaid search results on Google (or other search engines).
Why it matters: This is the clearest sign that your SEO efforts are working. If your organic traffic is increasing, more people are finding your site through searches.
Where to find it: In GA4, go to Reports → Acquisition → Traffic acquisition. Filter by “Session default channel group” and look at “Organic Search.”

2. Engagement Rate (Bounce Rate Replacement)

What it is: In GA4, “bounce rate” has been replaced by “engagement rate.” It measures the percentage of sessions where users stay on your site for at least 10 seconds, view more than one page, or complete a conversion event.
Why it matters: A high engagement rate shows that visitors are finding what they need. A low engagement rate suggests they’re leaving quickly—maybe your content isn’t relevant, or your page loads too slowly.
Where to find it: In your Engagement → Overview report.

3. Average Engagement Time per Session

What it is: The average time users actively spend interacting with your website.
Why it matters: The longer people stay, the more valuable your content is to them. For SEO, this signals to Google that your site is worth ranking.
Where to find it: In Reports → Engagement → Overview. Look for “Average engagement time per session.”

4. Conversions (Set Up for Your Goals)

What it is: Conversions measure when visitors take meaningful actions on your site. This might be filling out a contact form, booking a consultation, or downloading a resource.
Why it matters: SEO is not just about traffic—it’s about results. Tracking conversions tells you whether organic visitors are turning into leads or customers.
Where to find it: In Reports → Engagement → Conversions. You’ll need to define what counts as a conversion first (GA4 lets you customise this).

5. Search Queries (via Search Console Integration)

What it is: The actual words and phrases people type into Google before they land on your website.
Why it matters: Knowing which keywords bring traffic helps you understand what’s working and where to improve. For example, if “dog grooming Timaru” is getting visitors, you can create more related content.
Where to find it: GA4 itself doesn’t show search queries, but you can link your GA4 property to Google Search Console for this data. Once integrated, you’ll see which keywords drive clicks and impressions.

How to Use These Metrics Together

These five metrics don’t exist in isolation—they tell a bigger story when combined. For example:

• If organic traffic is rising but engagement rate is low, you may be ranking for the wrong keywords.
• If engagement time is strong but conversions are low, your site may need clearer calls to action.
• If search queries show you’re appearing for keywords you didn’t expect, that’s an opportunity to create new content.

Common Mistakes to Avoid

• Tracking too much: Focus on these five metrics first before diving deeper.
• Expecting instant results: SEO changes take time. Look at trends over weeks and months, not days.
• Ignoring context: Seasonal changes or promotions can affect traffic—always consider the bigger picture.

How I Can Help

GA4 can be intimidating, but you don’t need to do it alone. I help small business owners set up GA4 properly, connect it with Google Search Console, and track the metrics that really matter for SEO.

With the right setup, you’ll know whether your efforts are paying off and where to focus next.

Conclusion

Understanding Google Analytics doesn’t have to be complicated. By focusing on just five metrics—organic traffic, engagement rate, average engagement time, conversions, and search queries—you’ll get a clear picture of your SEO performance. GA4 gives you the tools to celebrate wins and identify opportunities for growth, helping your business stand out on Google.