Google Analytics
Google's free web analytics tool for tracking website traffic, user behavior, and conversions.
Google Analytics (GA) is a free web analytics platform that tracks and reports website traffic. The current version, Google Analytics 4 (GA4), replaced Universal Analytics in 2023 and uses an event-based tracking model instead of session-based.
GA4 tracks metrics like users, sessions, page views, engagement time, bounce rate, conversions, and traffic sources. It shows you where your visitors come from (organic search, social media, direct, referral), what they do on your site, and whether they convert.
For SEO specifically, Google Analytics helps you understand which pages drive the most organic traffic, how users behave after arriving from search, and whether your SEO efforts translate into business results (leads, sales, signups).
The learning curve for GA4 is steeper than the old Universal Analytics, but it's more powerful. Custom reports, explorations, and integration with Google Ads and Search Console make it the standard tool for understanding website performance.
Why It Matters for SEO
Without analytics, you're flying blind. Google Analytics shows whether your SEO efforts are actually driving results. It connects the dots between rankings, traffic, user behavior, and conversions — helping you focus on what actually moves the needle.