We see a lot of clients who want and need help with Search Engine Optimization (SEO). Moz, one of the leading SEO experts, describes SEO as “the practice of improving and promoting a web site in order to increase the number of visitors the site receives from search engines. There are many aspects to SEO, from the words on your page to the way other sites link to you on the web.” This series will focus on the “words on your page,” or “On-Site SEO.”
This article is Part 1 in our series on Building a Great SEO Strategy. The series will focus on on-site tactics to help your company or organization with SEO. Part 1 focuses on how Google Analytics can provide the fundamentals of a great SEO strategy.
At KW2, our SEO team looks at data in Google Analytics to find out what the client’s current site users have in common to provide a starting point for SEO. Let’s examine further at what data we look at, how we help businesses define their SEO objectives, and how we build keyword categories to help our clients enhance their online presence for future success.
Weeding Out Searches That Include the Company Name
We put the most value on the search terms that do not include the company or brand name, since these words are what someone searches for when they aren’t already familiar with the company. These are the kinds of site visits and search terms our team wants to learn more about, so we can use information to capture more searches like them.
This information helps us find common trends among new visitors and their behavior on-site. Keep in mind, the way someone interacts with a website is very different depending on whether they have been there many times, or never before. For many of our clients, one key area of growth is the website’s ability to bring in new potential customers. Therefore, we want to understand as much as we can about someone who landed on KW2 by searching for “local advertising agency,” and we place less emphasis on someone who landed on our site after typing in “KW2 Ideas in Madison Wisconsin.”
Time On-Site and Bounce Rate by Keyword
Once we’ve narrowed our Analytics view to people who just learned about the organization (“advertising agency” rather than “KW2”), we sort the remaining keywords to find those with the best time on-site and the lowest bounce rate. This information helps us find out—of the people entering terms that bring up the site—which of these people thought the site’s content was relevant to their search, and which of these people exited because they did not find what they were looking for.
If a keyword consistently results in a high bounce rate, we can assume that users have something different in mind when they enter that keyword. For a more detailed look at what this looks like within Google Analytics or how we’d suggest improving it, check out our blog post that illustrates a working example.
On-Site Actions and Goal Conversions by Keyword and by Keyword Category
Next, KW2 uses site analytics to find out which keywords (or categories of keywords) consistently produce desired on-site user actions. Do searches within one category of terms consistently bring in new social media follows? Does one keyword category usually result in the visitor filling out a contact form? If so, KW2 suggests exploring these terms more to bring in similar types of traffic.
Want to learn more about how to use Google Analytics to find out about how potential customers are searching for you? Contact Us or leave a comment below.
Next up in our series on Building Great SEO Strategies:
- Fundamentals of SEO – Part Two: Developing a Killer Keyword Plan
- Fundamentals of SEO – Part Three: Keyword Optimization and On-Site Implementation