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Web Strategy Documentation Library

Website analytics, SEO, and performance optimization

This guide is designed for University of Washington web editors, developers, and communicators who are new to analytics, search engine optimization (SEO), and performance optimization. Whether you manage a single page or an entire site, this guide will help you use data to improve user experience (UX), increase visibility, and support institutional goals.

Website analytics: understanding your audience

Analytics help you understand who your users are, what they’re doing on your site, and where they’re getting stuck. This insight is essential for making informed decisions about content, design, and functionality.

Recommended tools

  • Google Analytics 4 (GA4) – Free and widely used at UW. Offers real-time and historical data on user behavior.
  • Microsoft Clarity – Free heat-mapping and session recording tool that shows how users interact with your pages.

Best practices

  • Set up GA4.
  • Use UTM parameters for campaign tracking.
    • Note: UTM stands for Urchin Tracking Module which refers to a system of tracking parameters added to URLs to collect specific data about website traffic sources and campaigns.
  • Monitor bounce rate, time on page, and top exit pages.
  • Use Clarity to identify rage clicks, scroll depth, and usability issues.
  • Schedule monthly reviews of analytics dashboards to inform content updates.

Search Engine Optimization (SEO): helping people find you

SEO ensures your content is discoverable by search engines and ranks well for relevant queries. This is especially important for prospective students, researchers, and the public.

Key concepts

  • On-page SEO: Use clear page titles, meta descriptions, and headings.
  • Content quality: Write for humans first, but structure for search engines.
  • Accessibility: Accessible sites perform better in search rankings.
  • Technical SEO: Ensure fast load times, mobile responsiveness, and clean URLs.

Best practices

  • Use descriptive, keyword-rich page titles and headings.
  • Write meta descriptions that summarize the page and include key terms.
  • Use alt text for all images.
  • Avoid duplicate content across pages.
  • Link to related UW content to improve internal SEO.

For a more in-depth look at SEO in regards to storytelling, check out our SEO slug & title guide.

Performance optimization: fast, accessible, reliable

A fast, accessible site improves user experience (UX) and supports UW’s commitment to equity and inclusion. It also boosts SEO and reduces bounce rates.

Key metrics

  • Page load time (target under 3 seconds).
  • Accessibility score (target 95%+ in DubBot).
  • Core Web Vitals (Largest Contentful Paint, First Input Delay, Cumulative Layout Shift).

Best practices

  • Compress images and use modern formats (e.g., WebP).
  • Minimize use of third-party scripts.
  • Use caching and lazy loading.
  • Test pages with tools like Lighthouse, PageSpeed Insights, and DubBot.
  • Regularly audit your site for accessibility and performance issues.

Making it work with limited resources

Here are some tips for small teams:

  • Focus on high-impact pages (homepage, admissions, contact).
  • Use free tools (GA4, Clarity, Lighthouse).
  • Set quarterly goals and track progress.

Using data to drive decisions

  • Use analytics to identify underperforming pages and prioritize updates.
  • Use SEO data to refine content strategy and keyword targeting.
  • Use performance data to advocate for technical improvements.