Search Engine Optimization

Search engine optimization is about finding keywords with high search volume and rankings sites for those keywords with onsite and office techniques. The game on the agency level is sometimes decided by the sales people, while on the inhouse level it is highly influenced by C level executives.

There is nothing wrong with ranking for competitive keywords with high search volume, however there are more gems to be discovered in the analytics.

Here are some interesting facts that will help you understand this article better:

• 25% of all searches on Google have never been searched before (source Google)
• Long tail keywords sometimes account for 60% of the website traffic (from my personal experience this is true).
• Long tail searches convert better and are easier to rank for

If you’ve gained good rankings on Google for competitive terms, and have a lot of content on the website, chances are you are picking up a lot of long tail keywords, some of which convert extremely well. If you have goals set up in the Google analytics, it will conveniently tell you which of the keywords convert best, which is EXTREMELY valuable data, because if some of the long tail keywords give 1% – 80% CR, you can increase the bottom line by ranking top for those keywords.

In order to find out which of the keywords convert best using Google analytics, go to Traffic Sources > Keywords. There select the “Goal Conversion tab” and set the display to 500 keywords. Google will show you the first 500 keywords and their conversion rate for each of the keywords. You can see the highest converting keywords for each goal, by clicking on the goal. There, browse around and write down all the keywords that gave you any sort of conversion. You will find that in many cases some of the keywords were only searched once, and have a CR of 100% which is a wrong way to measure, since if the other keyword was searched 100 times and has 7% conversion, it is still better than the latter. So record all the keywords that gave you the conversions.

Now go ahead – create page and allocate some linking for those keywords, because it is time to rank #1 for all of them and double, triple, and quadruple the traffic, increasing the revenue from those phrases by at least 100%.