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Search Engine Analytics - Keyword Analysis
In order to analyze the search engine analytics attributed to
your site, you can�t be content to just look at top line numbers
� total impressions, total clicks, overall click rate etc.
Whether it be paid search or organic search, you have to get
involved at the keyword level if you want to have success.
Heavy Hitters vs Underdogs
You may have hundreds or even thousands of keywords working
together behind the scenes, and the idea of analyzing them
individualy can be mind-boggling. It helps to think about your
keywords in terms of two separate parties: heavy hitters and
underdogs. You�ll come to rely on your heavy hitter keywords, as
they�ll continually and consistently drive a large share of your
overall traffic, but you�ll also want to always be on the
lookout for the under dogs, as they can contribute some
unexpected and much needed efficiency in the form of high click
rates, low bounce rates and low cost per clicks.
It�s often the case that only a small percentage of keywords is
accountable for driving the majority of your search engine
traffic; these are your heavy hitters. This is all well and
good, but don�t focus on them exclusively, as the underdogs can
and will provide opportunities for you to leverage cost
efficiencies and considerably increase your average position/
page rank.
These underdog keywords won�t bring in the volume you long for,
but the quality of their traffic is usually solid gold (and by
�solid gold� I�m talking about a higher likelihood of converting
to sales, often at a lower cost). Think about it: someone
searching for a specific brand and model of a running shoe �
�Adidas Supernova 3,� for example - is much more inclined to
click on an ad that matches their search query than someone
searching for something open-ended like �running sneakers.�
The takeaway is that you want a combination of heavy hitters and
underdogs, as they�ll work in concert to drive optimal results
in the form of high volume (from the heavy hitters) and high
efficiency (from the underdogs).
Now that you�re thinking in terms of the two separate camps, you
can start to segment your keywords accordingly as they start to
rack up performance results. This will allow you to identify
keywords that are helping and hurting your overall goals.
Remember; both good and bad performing keywords will show you
what you need to do to improve performance, so give proper
attention to both types.
Let�s start with the bad. Pay attention to keywords that drive a
lot of clicks but don�t result in any further action taken on
the site (particularly if it�s a paid search campaign and
they�re racking up a lot of cost). If you�re not getting the
in-depth site visits or conversions you want, you may need to
tweak the content of your site. Consider revising your landing
page to clarify your call to action, and make sure it�s closely
tied to the call to action specified in the listing that appears
on the search results page. In other words, if you�re offering a
free estimate for driveway paving services, make sure it�s
clearly stated on both your landing page and in the ad or meta
description that appears on Google (or Yahoo, Bing etc etc).
If you�re seeing high bounce rates and short site visits,
consider them to be indicators that your site could stand to be
improved upon in terms of layout and content. Is your site well
organized and are its key components clearly delineated, making
it easy for the visitor to find what he or she might be looking
for? Is the content of the website engaging? You might need to
take a crack at reworking the site�s structure and/ or content,
and if so, do it from the perspective of the consumer. Think
about websites you use frequently, not just for necessity�s sake
but because you like them. Think about what draws you as a
consumer to these sites and try to capture that appeal in your
own site.
Moving on to the good�.Keep an eye out for keywords that fuel
multiple-page site visits and conversions. These are your
bread-winners; nurture them. What is it about these keywords
that creates success? Are they related to specific offers or
promotions? If so, consider creating more of this kind in the
future, or incorporate more promotion-heavy messaging into your
copy. Do they include your brand name or a geographic modifier?
If so, expand upon your lists of trademark and geo keywords. Get
to the bottom of what�s working for you and do more of it.
Making sense of search engine analytics and using your knowledge
to improve results doesn�t have to be complicated: segment your
keywords to help you anticipate what types of keywords will
yield certain results; this will make it easier to stay on top
of what�s going on. Once you have a grasp on keyword trends,
hone in on the activity they generate and respond to both the
good and the bad. Do not get mired down by the abundance of
different metrics your website and/ or paid search campaign is
accruing. Simply pay attention to the basic metrics and don�t be
afraid to make changes.
Search marketing is an ongoing and ever-changing continuum of
technological developments and user-generated movements; because
it is in essence fluid and largely unpredictable, it�s both
natural and necessary to keep up with the search current by
making changes in response to the results you see.
Google Keyword
Analysis, Webmaster Central & Google Analytics
The Keyword Analysis service provides a breakdown of your
keyword�s performance and Quality Score�including how Quality
Score impacts your keyword and ad�s performance, and how you can
improve it.
https://adwords.google.com
https://www.google.com/webmasters
https://www.google.com/analytics
My Guarantees
Unlike other SEO
Professionals and so called SEO Experts, I don't promise number
ONE ranking in Google, nor I promise to submit your website to
50000 search engines and directories. All such claims are bogus
and have no weight at all. However, I do promise a considerable
increase in your website traffic, better ranking for primary and
secondary keywords, and better conversion that result in
increased revenue from your website. |
