Google Analytics is a free tool that allows you to track the performance of your website. Its reports can help you figure out which pages on your site need to be improved. You can also use it to compare organic and non-organic traffic.

Among the key metrics that Google Analytics measures are clicks, impressions, and average position. By tracking these, you can determine the effectiveness of your SEO efforts. In addition, you can identify which keywords are driving traffic and which pages need to be optimized.

Another important element of the data you can collect is behavioral information. This can provide insights into how your SEO affects the overall performance of your business. As an alternative to Google Analytics, you can use tools such as Backlink Checker, which will alert you if a page is broken, or Alexa, which will tell you how competitive a domain is.

For more in-depth reporting, you can use the advanced features of Google Analytics. If you have the time and resources, you can create experiments and segment your customers. These allow you to test different approaches and see which strategies work the best.

In addition to reporting, Google Analytics also helps you understand your target audience. Using this information, you can design a better content flow for your website. Whether you are targeting a local market or a global one, knowing your audience can help you create better content.

Google Search Console is another resource for monitoring your website’s performance. When you connect your Google Analytics account to your Search Console, you’ll be able to extract the most relevant keywords and pages.