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
106106
107107
108108
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