How to Integrate Analytics in Google Sites to Improve SEO

Adding analytics to your Google Sites website is essential if you want to understand who your visitors are, what they’re looking for, and how they’re interacting with your content. With data from tools like Google Analytics, you can identify which pages draw the most visitors, which keywords bring them to your site, and even how long they stay. This information is gold for refining your site’s SEO strategy and creating content that resonates with your audience. In this guide, we’ll walk through the simple steps to set up analytics on Google Sites and highlight some key metrics to watch for better SEO results.

To find this ID, sign in to your Google Analytics account, navigate to the “Admin” section, and click on “Property settings > Data Collection and modification > Data streams” and look for the "Measurement ID". Copy this code, as you’ll use it in the next step.

In New Google Sites, adding Google Analytics is refreshingly simple. Once you have your Tracking ID, head to your Google Sites editor, click on the “Settings” gear icon, and select “Analytics.” Paste your Tracking ID into the box provided and click “Save.” That’s it! Google Sites will now begin tracking visitor data. It may take a few hours for data to start appearing in your Google Analytics account, so be patient as your site’s activity is logged.

Page views and unique visitors provide insight into how many people are visiting your site and how often they’re returning. High page views on certain pages indicate popular content, while unique visitors show the breadth of your audience. If certain pages have more views, consider creating related content to attract even more visitors interested in those topics. More views can mean more opportunities for visitors to engage and, ultimately, improve SEO.

A high bounce rate could mean that visitors aren’t finding what they need on your site or that your content isn’t as engaging as it could be. By analysing bounce rates, you can identify which pages might need improvement, such as clearer calls-to-action, better navigation, or more engaging content.

If you notice short sessions, consider adding more in-depth content, internal links, or multimedia elements like videos and images to make pages more engaging and informative.

Understanding where your traffic comes from—whether it’s organic search, direct links, social media, or referrals—can help you assess how well your SEO and marketing strategies are working. For example, a high percentage of organic search traffic indicates that your SEO strategy is effective, while social media traffic might mean your posts and shares are driving visitors to your site. Analysing this data allows you to focus efforts on channels that bring the most value.

For instance, if a blog post on a specific topic is attracting high traffic, consider writing follow-up articles, guides, or infographics on related themes. This not only builds on the existing interest but also gives search engines more reasons to rank your site for those topics.

If you notice that certain pages have a high bounce rate, consider updating them with more detailed information, adding internal links, or including interactive elements like videos. These improvements can encourage visitors to explore further and reduce the chances they’ll leave your site after viewing just one page.

If a large percentage of your traffic comes from mobile devices, ensure that your site is mobile-friendly. New Google Sites automatically adjusts pages for mobile viewing, but it’s a good idea to test this in preview mode. Well-optimised mobile content can reduce bounce rates and improve user experience, which can benefit your SEO in the long run.

Goals in Google Analytics help you track conversions, like form submissions or purchases, which are essential for understanding your website’s effectiveness. Although Google Sites doesn’t currently allow for complex e-commerce, setting goals related to engagement—such as how many people view a specific page or click a contact link—can still offer valuable insights for optimising site performance.

Analytics is most helpful when it’s used consistently. Set a reminder to check your Google Analytics data weekly or monthly, adjusting your content and SEO strategy as needed based on what you find. SEO is an ongoing process, and using analytics regularly helps you adapt to trends and refine your approach based on real data.

Integrating analytics into your Google Sites workflow lets you take an informed, data-driven approach to improving SEO, helping your website reach its full potential.