It’s easy to scratch the analytics surface of your website and pay attention to only overall traffic numbers, referral sources and time on site. These data points make the most sense to many business owners.
Don’t stop with these top level statistics though. Google Analytics and many other web analytic reporting tools offer up data you can use to uncover some great search marketing opportunities to produce more leads or sales.
1. Find Keywords Waiting To Be Promoted
Just like an up and coming sales person in your organization, your website may have keywords that are already producing traffic or even conversions outside of the spotlight. Finding keywords that lie on page 2, 3 or 4 of search rankings and still produce traffic to your website and conversions are great opportunities.
First look at your keywords in analytics that are driving traffic to your site, then export them and plug them into a keyword rankings tool to see where they fall in search results.
Once you have uncovered the terms not on page one, but still bringing traffic, you can use a few different strategies to improve their visibility and chance at page one search engine rankings.
Focus on gaining these keywords more “action” by:
- Optimizing your site or specific page(s) organically to move up to page one. Over 85% of all clicks take place on page one, it’s where you want to be.
- Consider using pay-per-click marketing to buy your way onto page one. Setting up the right paid search campaign may yield solid ROI.
- Is the term only ranking on lower pages on Google? See what you can do to gain ranking on Bing or consider using paid search on Bing.
2. Increase Traffic To Your Top Converting Pages
Certain pages on your website are likely your superstars for converting users that are on your website to take a next step. Whether that next step is completing a contact form, adding a product to a shopping cart or signing up for an email list, make sure you are maximizing traffic to these.
Focus on gaining traffic to your top conversion pages by:
- Increase the optimization or links to the performing landing page(s) to bringing more traffic and improve search rankings
- Maximize your pay per click budget and ads targeted at that landing page
- Create blog content on the same topic to funnel more traffic to that landing page
Listen To Your Web Analytics
These are just two examples of taking data from your analytics and finding opportunities to improve your online efforts. Take the time to dig a little deeper into your site’s performance and see what you can uncover to improve traffic and conversions.
If you need assistance on setting up and configuring Google Analytics for your website, give us a shout.