hi, We are trying to understand if google uses google analytics data as part of their search algorithm and rank better or worse according to their google analytics data. i've seen the video of matt cutts about the subject but it's from 2010 and i'm looking for something more updated. Thanks, David
No it's not ! It is after seo and not before it. I mean search algorithm didn't count it. Google analytics data are basically to know how you website perform and it do not included in the serp.
I think that every piece of java script code collect some information /anonymous/ and this is helpful for google to see how users interact of websites - what type of text or display adv will be useful for them and increase CTR. So my answer is YES. Also google search console is good...
Many website do not use the Google ads on their website then how their data can be useful???? How Google will trace to improve CTR? Anyway Google use data for re-marketing not for search results