Although Search Engine Optimisation doesn’t strictly include optimising clicks within your website, the latter ‘job’ can show insights to help improve conversion rates, and so is an important part of your online web marketing.
The in-page analysis feature of Google analytics has always looked like a brilliant source of information – see what links people have clicked on WHERE on each page. However, Google analytics can’t tell between different links from one page to the same destination page, so the results are useless. That’s a shame because to be able to see where people are clicking on within a given page might help you optimise that page better by putting your key links in the places people are drawn to on your site, or just seeing what is compelling people to click where.
You should generally see an F shaped pattern in the Western world -well, wherever languages read left to right. That’s why we have large heading and navigation blocks across the top of the screen, and sometimes have navigation down the left side of the screen, but you might see a different pattern – that’s the point of analysing the information!
Although not currently available to all users, its worth keeping an eye out for as another piece of information to help you improve your website.
Google’s full article about this can be found here.