an analytical approach to seo & content that converts

11

An Analytical

Approach to SEO

Content that Converts &

Doing More with Lesshttps://www.flickr.com/photos/usgeologicalsurvey/

22@McGswagg https://www.flickr.com/photos/midiman/

using referral data for

an audience analysis

33@McGswagg https://www.flickr.com/photos/jesuspresley/

find these guys instead

44

92% fewer visitors

@McGswagg

672% more likely to

converthttps://www.flickr.com/photos/1234abcd/

55@McGswagg https://www.flickr.com/photos/lushpup/

this is simple shit!

66@McGswagg https://www.flickr.com/photos/midiman/

77@McGswagg https://www.flickr.com/photos/jesuspresley/

88@McGswagg https://www.flickr.com/photos/evanblaser/

99@McGswagg

1010@McGswagg

1111@McGswagg

1212@McGswagg

1313@McGswagg

1414@McGswagg

1515

$4,000

1.08% Conversion Rate

@McGswagg

1616@McGswagg

1717

$10,000

1.37% Conversion Rate

@McGswagg

1818

$4,000

1.08% Conversion Rate

$10,000

1.37% Conversion Rate

@McGswagg

26% higher Conversion Rate

from the republished article

@McGswagg

Another

Comparison

@McGswagg https://www.flickr.com/photos/furryscalyman

/

2121@McGswagg

2222

$7,500 Quote Requests

0.62% Conversion Rate

@McGswagg

2323@McGswagg

2424

$27,000

4.73% Conversion Rate

@McGswagg

2525

$7,500

0.62% Conversion Rate

$27,000

4.73% Conversion Rate

@McGswagg

Don’t

assume.

@McGswagg

Use your data.https://www.flickr.com/photos/spiderdog/

2727

92% fewer visitors

@McGswagg

672% more likely to

converthttps://www.flickr.com/photos/1234abcd/

2828@McGswagg https://www.flickr.com/photos/spam/

2929@McGswagg

3030@McGswagg

3131@McGswagg

3232@McGswagg

3333@McGswagg https://www.flickr.com/photos/vauvau/

3434@McGswagg https://www.flickr.com/photos/wwarby/

3535

https://www.flickr.com/photos/vauvau/

@McGswagg

FIND

KEYWORDS

that converthttps://www.flickr.com/photos/bigtallguy/

3636

OLD DATA

organic keywordsprior to September

2013

@McGswagg https://www.flickr.com/photos/philman/

3737@McGswagg

3838

GOAL

TRACKING

@McGswagg https://www.flickr.com/photos/keylosa/

3939@McGswagg

4040

KEYWORDS

https://www.flickr.com/photos/keylosa/

that convert@McGswagg

4141@McGswagg

4242@McGswagg

4343@McGswagg

4444

EXPORT

THAT

SHIT!

@McGswagg https://www.flickr.com/photos/glynlowe/

4545@McGswagg

4646@McGswagg

4747

CLEAN

UP

THE

DATA

search for

common themes

@McGswagg https://www.flickr.com/photos/jspad/

4848@McGswagg

4949

REMOVE BRANDED

REMOVE LOW

PRIORITY

REMOVE not provided

@McGswagg

Order A-Z

5050

Visits Conversions

@McGswagg

5151

Visits Conversions

@McGswagg

5252@McGswagg

5353@McGswagg

Is that so

Keyword Planner?

https://www.flickr.com/photos/robsogood/

5454@McGswagg

the reality

these 862 terms

averaged only 5visits each

over a year-and-a-half

@McGswagg

750 of these terms

each yielded only 1conversion

@McGswagg

5757

but that’s

a cumulative of

750 conversions!

@McGswagg

5858

which made up

26% of their total

organic conversions!

@McGswagg

5959

$375,000

@McGswagg

low volume does not mean

low value

@McGswagg https://www.flickr.com/photos/malinkrop/

another wayto find

@McGswagg https://www.flickr.com/photos/22719239@N04/

high valuelow volume keywords

6262@McGswagg

sign in

6363@McGswagg

before you

hit enter

6464@McGswagg

10

“average monthly search volume”

0 0

0 20

before you

hit enter

6565@McGswagg

after you

hit enter

6666@McGswagg

“average monthly search volume”

0

after you

hit enter

10

10

10

10

10

10

@McGswagg https://www.flickr.com/photos/saxonmoseley/

intention trail

follow the

6868@McGswagg

0

before you

hit enter

6969@McGswagg

7070@McGswagg

0

30

10

20

40

7171@McGswagg

10

after you

hit enter

7272@McGswagg

7373@McGswagg

10

0

0

0

7474@McGswagg Thank you mindmeister.com!!

7575@McGswagg Thank you mindmeister.com!!

7676@McGswagg Thank you mindmeister.com!!

7777@McGswagg Thank you mindmeister.com!!

7878

CLEAN

UP

THE

DATA

search for

common themes

@McGswagg https://www.flickr.com/photos/jspad/

@McGswagg https://www.flickr.com/photos/saxonmoseley/

another way to

find high value

longtail keywords

8080@McGswagg

8181@McGswagg

8282

CLEAN

UP

THE

DATA

search for

common themes

@McGswagg https://www.flickr.com/photos/jspad/

8383@McGswagg

8484@McGswagg

8585@McGswagg

8686@McGswagg

8787@McGswagg

8888@McGswagg

8989@McGswagg

9090@McGswagg

9191@McGswagg

an average length of 5 words

per search query

9292@McGswagg

9393@McGswagg

an average length of 7 words

per search query

9494@McGswagg https://www.flickr.com/photos/nanagyei/

longtail and

low volume

hummingbird

semantic search

intention-based search

mobile voice searches

align with

create the content

@McGswagg https://www.flickr.com/photos/rubin110/

9696@McGswagg

9797@McGswagg

9898

How’d it do?

@McGswagg https://www.flickr.com/photos/trophygeek/

9999

March 1 – July 31, 2014

Organic

Visits

8,443

Organic Quote

Submissions

9

Conversion

Rate

0.11%

Original

Content

[30 Pages]

@McGswagg

100100

March 1 – July 31, 2014

Organic

Visits

8,443

Organic Quote

Submissions

9

Conversion

Rate

0.11%

Organic

Visits

703

Organic Quote

Submissions

6

Conversion

Rate

0.85%

Original

Content

[30 Pages]

Longtail

Content

[17 Pages]

92% fewer visitors

672% more likely to convert

@McGswagg

low volume does not mean

low value

@McGswagg https://www.flickr.com/photos/malinkrop/

Amanda McGowan

@mcgswagg

SEER Interactive

Appendix

104104

you didn’t havegoal tracking enabled

https://www.flickr.com/photos/45688888@N08/

105105https://www.flickr.com/photos/donnieray/

ADVANCED

SEGMENTS

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