Google Analytics plays an important role in search engine optimization (SEO). It allows website owners to track organic traffic, meaning visitors who come from search engines like Google.

By analyzing user behavior, such as which pages attract the most visitors and how users navigate the site, you can improve your content and structure.

When combined with Google Search Console, Google Analytics can also provide insights into search queries, impressions, and clicks. This helps identify which keywords bring users to your website and how your site performs in search results.