Does your website have goals? I mean REALLY!
I bet you think it does. Some of you may be right. But, just to make sure, go and check.
The website goals I'm talking about are measurable goals. This means that when you look through your website stats you can measure if the goals are being met or not. After all, what's the point of reviewing statistics on the website if you don't even know if the campaign is working? But believe me, so many website owners just get a report of how many people have visited the site. There's so much more to website stats than that!
But, to get back to the subject of website goals, here's a cool little technique you can use to help build your Internet marketing campaing. But it only works if you have measurable goals set up on your website. Oh, by the way, I'm using Google Analytics as the statistical tool. If you're not tracking your website logs, try Google Analytics, it's free and it's great!
1) Go to your stats program and look for the list of resources. Within that list you want the list of keyword phrases. This list basically tells you what keyword phrases were used by the visitors who found your website.
2) Website statistics are based on the pages that are being monitored on your website. So, if the website has a sale page, the visitor makes the purchase on the sales page and then once the purchase is made, the visitor is taken to a thankyou for your purchase page. That "thank you for your purchase" page is counted as a Sales goal. Let's say the website also has a contact page and once a visitor fills out the form on the contact page they are then taken to a thankyou for contacting us page. That "thank you for contacting us" is counted as a Leads goal. Both the website owner and the SEO firm can then see how well (or not) the website is doing as far as conversions, sales and leads.
3) Google Analytics has this great feature for their keywords - they provide a Goal Conversion feature. So, you can take a look at the keywords that visitors are using to find your website and you can then see from that list, which keyword phrases resulted in a sale or a lead. That's pretty cool!
You want to compare the number of visitors the keyword phrase brought AND the percentage that converted into a sale or a lead. Here's an example...
We have a client selling Name Tags.
His list of top 3 keyword phrases that converted into sales are...
name tags - 640 visitors used this phrase - 1.56% converted (9 visitors)
metal name tags - 133 visitors used this phrase - .75% converted (1 visitor)
magnetic name tags - 122 visitors used this phrase - 3.28% converted (4 visitors)
So for this website, "name tags" is a phrase that is converting into sales. The conclusion then is to add more pages with related phrases to "name tags". You may be saying to yourself, "Well, of course name tags is the phrase!". That's what we sell! But what if you thought that the phrase "name badges" was more important? What if you wanted to emphasize "magnetic name tags" because you had a surplus of these items? This toll lets you know that "name tags" is much more profitable than "name badges" and that if you wanted to sell those surplus magnetic name tags, what you could expect as far as sales.
You could also work on increasing the conversion! If your goal was to reach a 10% conversion rate for your SEO Marketing, this tool also gives you the overall conversion rate for your keywords and listed goals. But, this only works if you have goals measured on your website. So, check with your web designer, your SEO firm or check into it yourself and make sure that you're listing your goals, measuring your goals and tweaking your website in order to improve them and improve your bottom line!
Good luck!