Keyword research is becoming more and more important as more and more marketers realise the value of having this information before, during, and after marketing campaigns. When this information is gleaned from your own website statistics, it is especially valuable. Let’s look at some tried-and-true methods for figuring out which keywords produce the best outcomes.
Making use of Google’s Webmaster Tools to Track Keyword Views
Google’s Webmaster Tools can be useful for marketers, but they don’t always take full advantage of them. It is a tool that can be used for both audience segmentation and keyword impression data. Before you begin gathering this information, make sure your Webmaster Tools account is verified. Webmaster Tools has verification assistance.
Go to a site’s dashboard and select “Your site on the web” to start a review. To proceed, click “search queries”. Your list of keywords will appear right away, sorted by the total number of impressions. There is currently no way to access statistics like impression share in Google Analytics. To determine how well your keywords are performing on your site, you must solve another puzzle piece. When you select the filter option near the top of the page, a new window will open where you can enter the criteria you want to use to filter the results, for example, “mobile smartphone users in the United States.”
See which keywords are performing the best (and worst) in each category by using these filters. Unsuccessful ones might offer opportunities. They may not be properly optimized, which would explain why they perform poorly. If this is the case, use Google Analytics to determine the source of the traffic and make changes to improve performance, or remove them entirely if they aren’t bringing in the right clients.
Google Analytics Can Be Used To Find Top-Performing Keywords
You can be more specific with your study findings by using Google Analytics. Make sure Google Analytics is installed and tracking before you begin, ideally for at least a month or longer. Go to “traffic sources” to start looking for the keyword information you need. After that, select “sources,” “search,” and then “organic.” This report is excellent because it ranks your keywords based on how frequently people click on them. You can quickly determine whether or not your visitors spent any time exploring your site by taking a quick look at the bounce rate for each keyword.
A higher percentage of “bounces” indicates that site visitors left the page quickly after only viewing one. The bounce rate decreases as visitors stay on your website longer. You can work out which keywords are effective at driving traffic to your website using this data and the total number of visitors. You can check the conversions tab to see how well a keyword is performing. Again, you must prepare in advance for your conversion goals. With this setup, you can identify the best-performing keywords that are not only driving traffic to your site but also helping you succeed.
Search Terms in Google Analytics Can Be Divided
Next, let’s examine segmenting these keywords to see what we can discover. Let’s first distinguish between newcomers and regulars in our audience. Click “Apply” next. This will demonstrate to us the effectiveness of your organic keywords in bringing both new and returning visitors to your website. Paid search traffic is one of the subsets for which this technique is effective. You can also include your own unique segments. Check out this post if you need help setting up custom segments in Google Analytics.
Anyone who uses social media regularly will have noticed that I’ve created targeted segments for your Facebook and Twitter traffic. You can more accurately evaluate how well your keywords perform in each of these channels if you can separate out the traffic from each of these channels. Another of my favourite specialised niches is branded keywords. The performance of your branded keywords in relation to the rest of your campaign can then be focused on.