Keyword Conversion SEO Strategy: Using Google Analytics to Target Low Hanging Fruit

October 1st, 2012          No Comments
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What’s up ninja’s? Today we will be talking about keyword conversion SEO. As we all know, the true art of ninjahood lies not in brute force, but in covert strategy, being able to identify weaknesses, and attack in an effective and efficient strike. Much is the same in becoming a true SEO ninja, using the tools at your disposal, as well as your greatest weapon, your mind, to develop killer strategies to obliterate the competition and skyrocket ROI.

When doing keyword conversion SEO, our weapon of choice in SEO warfare, is Google Analytics. Today we will be learning how to target “low hanging fruit”, or quick win objectives to almost instantly create an effect on your bottom line. Of course we all have those “dream keywords” dancing around in our heads at night, with tens of thousands of searches per month. Man, how we would love to crack into those first pages. However, this article is outlining a completely different strategy, using the successes you’ve already created, and increasing them with keyword conversion SEO. Forget what you know, leave your keyword software behind, and read on.

Now, as a forewarning, I must inform you that this tutorial will focus heavily on already having goal tracking set up within Analytics, and have some data curated over time. If you do not have goal tracking installed, keyword conversion SEO will be hard to gauge. However, we will be publishing new guides on similar scenarios without goal tracking emphasis in the coming days. But with the skills learned here, and a little jedi mind tricks, you should be able to figure out other ways this strategy can be used. Let’s dive in.

Uncovering the Data

We all know that one SEO friend, who spends hours upon hours deep within the murky depths of Google Analytics, looking for the holy grail. We may think he is crazy, may even tell him he is wasting his time. However, after spending recent months applying tons of dedication to learning the ins and outs of Google Analytics beyond just the basics I can telling you from experience, the grail does exist.

What we are talking about, is keyword conversion SEO; identifying keywords that your site is already ranking for at this very moment, and comparing them to how they convert. The idea behind this strategy is being able to identify targeted keywords and they’re corresponding landing pages that are already converting at a high rate. They may not produce stellar traffic numbers, they may not be among your top keywords, and keyword tools may not even suggest them. But rest assured, with the knowledge in your back pocket of high conversion, even a few extra visitors a month from these search terms can yield a very high reward. Let’s take a look at how we can find these keywords and their landing pages.

Google Analytics Setup

The first step is to navigate within Google Analytics to the Traffic Sources section in the left hand navigation (new Analytics), and from their to Search and then Organic. From there, I like to take the date range back at least a year or so, to give you a better perspective on your data as a whole. Now under Explore, switch from “Site Usage” to “Goal Set 1″. In the example below I’ve taken the date range back to the beginning of the campaign, but you should have a view similar to this:

From here, we will want to filter out “branded search terms”, or terms including site or company name, product titles, authors or employee names, etc. If you have “Advanced Segments” set up you can use these. If not, navigate to where it says “Advanced” next to the search box underneath the graph, switch “Include” to “Exclude”, “Containing” to “Matching RegExp” and enter all your terms in the field, dividing them with a bar (|) as seen below. Click apply.

So now we have our list of keywords and their conversion ratios. Now it’s time to sort them. The first step is simply clicking “Goal Conversion Rate” from the heading in the keyword table below the graph. While this will return lots of keywords that convert super high, this might be very misleading, as many may only have one visit for those particular keywords over the course of the year. So now it’s time to filter the data.

Let us now go back into our “Advanced” section and add two more metrics. Let’s say for our website, anything over a 10% conversion rate is considered extremely good. Let’s also say that five visits over the course of a year seems relatively substantial (remember, you may not rank well for these keywords yet, so high traffic is not necessarily important). So let’s “Add a Dimension of Metric” for “Visits greater that 5″ and “Goal Conversion Rate greater than 10%”. That should look something like this:

Once you have these proper filters applied, you will now have in front of you a list of non branded keywords that convert at an amazing rate on your site, that you are already receiving traffic from via organic search. It should look something like this:

What’s the next step?

So now your thinking, great now what? I’ve got this data, and I’m glad I’m getting good conversion from these keywords, but what can I do next? The next step is to take the data you have compiled and export it to a CSV file. From there, you can grab your list of keywords and import them into a rank checker tool. There are many quality free rank check tools available. I recommend the free trial version of Market Samurai (Not affiliated with the site I promise, just a great SEO tool).

You will find after running a rank check on your keywords, that the reason you are getting a small amount of traffic for these keywords may be that a great deal of them are just out of prime traffic territory. This could be at the top of page 2, bottom of page 1 or heck, even at position 7. Remember, moving up even a spot or two on the first page of Google can have a significant impact on search traffic.

The point we’re making with all of this is just this: By identifying high converting keywords that may lie just out of reach of search engine users, and adding a small amount of SEO effort to each of them can lead to an exponential increase in revenue. Depending on what product or service your website is aimed to promote, who knows, maybe that one extra conversion will pay for your entire yearly campaign. While they look fantastic, gaudy traffic numbers aren’t everything in SEO. Keyword conversion SEO is just one way to prove it. Let your competitors battle it out for those big tough keywords, and in the meantime reap the benefits of a little Analytics grail quest.

About Josh Patterson

Josh is a young entrepreneur & inbound marketer from Baltimore, has an unhealthy obsession with tacos, a love of craft beer and is known to occasionally grow a pretty mean mustache. Founder @Steamloft.   

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