Is Using Google Analytics A Search Ranking Factor?


Google Analytics (GA) is a strong instrument that lets web site house owners learn the way customers work together with their webpages.

The quantity of data we are able to get from Google Analytics is so in-depth {that a} idea has been circulating, for over a decade, that GA knowledge is a rating issue.

Is Google Analytics actually highly effective sufficient to affect Google search outcomes?

Let’s take a better look.

[Recommended Read:] Google Rating Elements: Reality or Fiction

The Declare: Google Analytics As A Rating Issue

In Google’s How Search Works documentation, we are able to see {that a} webpage’s relevance is without doubt one of the many elements used to rank webpages.

how search works - relevance screenshotScreenshot from Google’s How Search Works, June 2022

Essentially the most fundamental relevancy sign is that the content material incorporates the identical phrases because the search question.

Further details about how Google determines a web page’s relevance is offered.

Past easy key phrase matching, Google says, “We additionally use aggregated and anonymized interplay knowledge to evaluate whether or not search outcomes are related to queries. We rework that knowledge into indicators that assist our machine-learned methods higher estimate relevance.”

how search works - interaction data screenshotScreenshot from Google’s How Search Works, June 2022

What’s “interplay knowledge,” and the place does Google get it?

Some entrepreneurs hypothesize that these elements embrace metrics akin to time on web page, natural click-through charge, bounce charge, complete direct visitors, proportion of repeat guests, and many others.

That is smart as a result of these are the metrics entrepreneurs are aware of and perceive to symbolize the interactive knowledge Google could also be searching for.

Entrepreneurs may additionally discover a correlation between the metrics enhancing as their place within the SERP improves.

Is it attainable that we’re one way or the other enhancing Google’s understanding of our web site’s person expertise utilizing Google Analytics?

Like some type of search engine optimization bat sign?

Can we instantly affect rankings by giving Google extra “interplay knowledge” to work with?

[Ebook:] Obtain The Full Information To Google Rating Elements

The Proof In opposition to Google Analytics As A Rating Issue

Whereas we don’t have direct entry to Google’s algorithm, proof exhibits Google Analytics as a rating issue just isn’t a believable idea.

First, Google representatives have been clear and constant in saying that they don’t use Google Analytics knowledge as a rating issue.

As lately as March 16, 2022, John Mu has responded to tweets about Google Analytics impacting rank.

John Mu GA4 tweet_thats not going to happen_screenshotScreenshot from Twitter, June 2022

In jest, a marketer steered if Google wished folks to make use of GA4, they may simply say it could enhance rating.

John Mu replied, “That’s not going to occur.”

Google appears to repeatedly be batting down the concept its analytics companies affect rating in any approach.

Again in 2010, once we have been tweeting to snag the highest spot in outcomes for a couple of moments, Matt Cutts mentioned, “Google Analytics just isn’t utilized in search high quality in any approach for our rankings.”

Matt Cutts YouTube saying Google Analytics is not used in search“Is Google Analytics knowledge a consider a web page’s rating?” Google Search Central, June 2022

And also you don’t must take Google’s phrase for it.

Listed here are three web sites rating within the prime 10 for extremely aggressive key phrases that do not need the Google Analytics tag on their web site.

1. Ahrefs, an search engine optimization instrument, famously doesn’t use Google Analytics.

No Google Analytics on Ahrefs website example of google tag legacyScreenshot by creator, June 2022

Tim Soulo, CMO at Ahrefs, tweeted in December 2019, “Each time I inform fellow entrepreneurs that we don’t have Google Analytics at, they react with ‘NO WAY!’”

Tim Soulo Ahrefs tweet on not using GAScreenshot from Twitter, June 2022

And the Ahrefs area ranks within the prime 10 positions for over 12,000 non-branded key phrases.

Ahrefs ranking in the top ten for 12,000 nonbranded keywordsScreenshot from, June 2022

2. One other well-known instance is Wikipedia.

Wikipedia articles dominate Google search outcomes, rating very nicely for definition-type searches akin to laptop, canine, and even the search question “Google.”

And it ranks for all this with no Google Analytics code on the positioning.

Wikipedia does not use Google Analytics exampleScreenshot by creator, June 2022

3. Another instance is Ethereum.

Ethereum is rating within the prime 10 for [nft]. NFT is an enterprise-level key phrase with over a million month-to-month searches in the USA alone.

Ethereum’s web site doesn’t have Google Analytics put in.

Ethereum does not use Google Analytics exampleScreenshot by creator, June 2022

[Discover:] Extra Google Rating Issue Insights

Our Verdict: Google Analytics Is Not A Rating Issue

Is Using Google Analytics A Search Ranking Factor?

Google Analytics is a strong instrument to assist us perceive how folks discover our web site and what they do as soon as there.

And once we make changes to our web site, by making it simpler to navigate or enhancing the content material, we are able to see GA metrics enhance.

Nevertheless, the GA code in your web site doesn’t ship up an search engine optimization bat sign.

The GA code just isn’t a sign to Google, and it doesn’t make it simpler for Google to evaluate relevance (whether or not your webpage fulfills the person’s search question.)

The “bat sign” is for you.

Google Analytics just isn’t a rating issue, however it may aid you perceive whether or not you’re heading in the suitable or mistaken route.

Featured Picture: Paulo Bobita/Search Engine Journal

Ranking Factors: Fact Or Fiction? Let’s Bust Some Myths! [Ebook]


Scroll to Top