an analytical approach to seo & content that converts
DESCRIPTION
See how you can use google analytics to determine your best audience and to find long tail low volume keywords that lead to vistors who are more likely to convert.TRANSCRIPT
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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