Using Google Analytics can help brands see short-term improvements in their search engine optimisation (SEO) strategies, both easier and more efficiently, one expert has said.

Ran Nir, posting on the Econsultancy blog, noted that the first port of call for those involved in online marketing services would be "[looking] at traffic to your site" to reveal how SEO campaigns are performing.

However, he added that although better positioning eventually increases the number of visitors to company pages, "it might be a while before your ranking will improve".

This, Mr Nir remarked, can be combated through the use of Google Analytics, which may make it easier to recognise short term improvements in SEO.

For example, through utilising free service Google Merchant, businesses can list products within search results.

In contrast, head of analytics firm ClickTale Tal Schwartz recently stated that Google’s product has its limitations and its procedures for calculating time on page and time on site are restricted.

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