Your content sets the stage. It introduces your brand, tells your story, and delivers value. But even the most compelling performance won’t make an impact if no one shows up to see it. That’s where SEO steps in. It shines a light on your work and brings the right audience into the room.
With Google Analytics 4 (GA4), you don’t have to guess which pages are quietly falling flat and which ones are ready for a bigger role. You can use real data to make smart decisions about where to focus your SEO energy.
Here’s how to do it:
Step 1: Open the Pages and Screens Report
The GA4 Reports show you how your content is performing with your audience—who’s watching, how long they stay, and where they enter your site.
In GA4, go to:
Reports > Engagement > Pages and Screens
This report shows:
- Views: how often a page is loaded
- Users: how many unique visitors the page receives
- Average Engagement Time: how long people are sticking around
- Entrances: how often a page is the first stop in someone’s visit
It’s your snapshot of which pages are holding attention and which ones might be getting overlooked.
Step 2: Filter for Organic Traffic
To focus on SEO, we need to see how your content is performing specifically in search.
To do this in GA4:
- Click “Add comparison” at the top of the report
- Set the dimension to Session source/medium
- Choose google/organic or just organic
This filters the report to show only the visitors who found you through a search engine. Now you’re looking at the audience SEO brings in, not traffic from social posts, email newsletters, or paid ads. This view lets you focus on what matters for search visibility.
In this next step, you’ll look for pages that aren’t drawing in that traffic and figure out why they’re not yet center stage.
Step 3: Spot the Pages That Need Help
Now that you’re looking at search traffic, it’s time to review your content’s performance like a casting call. Think of this as your callback list. You’re identifying which pages are already in the spotlight and which ones have potential but aren’t getting their moment.
Watch for pages that:
- have low views but are strategically important
These pages matter for your business, but they’re not being seen. Maybe they’re buried too deep, not ranking well, or targeting the wrong search terms. - show low average engagement time
If visitors are clicking in and quickly bouncing out, the content may not be matching their expectations. It could be too thin, too broad, or just not helpful enough. - aren’t showing up as entry points from search
If a page isn’t bringing users directly into the site, it may not be ranking well. People might only find it by clicking through from other pages rather than through search engines.
These are pages with potential. They’re not broken, just miscast or under-promoted. With a few updates, they could earn the visibility they deserve.
Step 4: Review and Refresh the Content
Now it’s time to do a content check. Pull up the pages that need work and look at them with fresh eyes.
Ask yourself:
- Is the page aligned with a specific keyword or search intent?
If not, research a keyword that fits and work it naturally into the headline, intro, and core content. - Does the content clearly answer a user’s question?
If it’s outdated, vague, or off-topic, rewrite it to be more useful and focused. - Is the structure easy to follow?
Use headings, short paragraphs, and bullet points. Good structure makes content easier to read and more attractive to search engines. - Are there internal links to related content?
Guide visitors to other helpful pages and strengthen your site’s structure in the process.
This step is where your backstage crew—content, structure, formatting—gets everything ready for the spotlight.
Step 5: Make GA4 Part of Your Ongoing SEO Routine
A single review is a great start, but the real progress comes from making this a regular routine.
Every month or quarter, check your Pages and Screens report with organic traffic filters. Watch for new underperformers or pages that are climbing and could benefit from an extra push.
Over time, you’ll build a site where every page has a clear role and every key piece of content is supported, updated, and discoverable.
Final Thought
Content might set the stage, but SEO makes sure the right audience is in the room. GA4 gives you the insights to cast your pages wisely, promote the right performers, and make sure your best content doesn’t go unseen.
Need a Hand?
At Green Closet Creative, our team of specialists can help you turn insights into action. Whether you need help refining your SEO strategy, identifying content opportunities, or connecting more effectively with your audience, we’re here to support your goals with smart, intentional marketing.