Did you know that your web analytics system can be applied to your search engine optimization strategy? The keywords your visitors used to get to your site are prime candidates for optimization. But don’t just look at visit counts for each keyword, because that’s only a small part of the story.
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To take advantage of this process, you will need three things in place:
- You must reveal the goal of your site to your web analytics tool. For example, your “Thank you” page, or your email-sign-up-page might be a goal. If you have an e-commerce site, your order confirmation page is usually your goal. Most analytics tools give you the opportunity to indicate one or many “conversion” or goal pages. Take advantage of this.
- You’ll need a few months of data that reports at least 20-30 of your search engine keywords with more than 200 visitors each.
- Write down the “average conversion rate” and “average time on site” numbers for the time period that you are going to measure. You’ll need these later.
Now, get a cup of coffee and plan on 20-30 minutes to get your answers.
Find the reporting area of your analytics tool and list search engine keywords by visit count. Use a date range long enough to see more than 200 visits for the top 20-30 search engine keywords.
Using the reporting interface, or an export to Excel, sort the keyword list by conversion percentage descending from highest to lowest – but only for the keywords that brought in more than 200 visitors. If you don’t have conversion numbers, sort by the highest average time on site.
For this report, ignore your brand keywords (your company name, domain name and obvious product names) and double check that all keywords on your list still have more than 200 visits.
Scan the list and highlight the keywords with higher than average conversion or higher than average time on site. Some will be familiar, but often, a handful of phrases stand out as unexpected sources of engaged visitors.
Take these keywords and include them in your SEO and paid search investments make them more prominent in the search results pages. Promoting these keywords will increase your visitor engagement and conversion rates on your website, and you owe the discovery to a simple web analytics session.
Market Motive’s Web Analytics/Digital Analytics course will provide a complete 360-degree approach for entire digital analytics ecosystems from content, social analytics to acquisition, retention, and KPIs.