SEO for Google Analytics

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This is a transcript from our 113th Internet Marketing Podcast(2nd page). Find a link to listen or subscribe, below.
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SEO for Google Analytics

Chris: Yeah. I know you through an email or I know that — I don’t know. For instance, you listened to our podcast but is that putting you at the friend level where maybe the circle allows you to kind of —   Chuck: Identify how you know them.   Chris: Yeah.   Chuck: This is my circle of acquaintance.   Chris: These are friends. These are acquaintances. These are — yeah. So interesting. That’s — because usually a circle is people you have as friends. All right. Let’s get to the meet of the podcast. We’re actually going to talk about SEVO. If you’re not a regular listener to the podcast, first, shame on you. Go back and listen to podcasts 1 through — I don’t know — whatever.   Chuck: 113?   Chris: 113, yeah. Go back and listen to all of those like everyone else who is a regular listener because we get reviews all the time of people saying, “I’ve gone through — I think the one that pops in my mind is really good at 2x because he listened he said on his iPod on 2x speed and listened to our podcast at 2x.   Chuck: Yeah. That was like chipmunks.   Chris: And friends.   Chuck: Yeah.   Chris: So go back and listen to all the podcasts and here we go. This is an article from Search Engine Land. It’s called How to Increase Conversions for — and if I say UM a lot…   Chuck: Yeah.   Chris: I just don’t want to have to go through UM detox after I talk. It’s not a very high goal.   Chuck: Yeah.   Chris: But it is a reason — but UM, it’s a reasonable goal. How Do We Increase Conversions For Organic Keywords? This is by George Aspland and it’s from May 12, 2011. And really what this is talking about is some good analytics — Google Analytics.   Chuck: Yeah, that’s what I kind of picked up from it. Who was using Google Analytics to determine how to manage your organic listings pretty much?   Chris: I think we — I glance at this article from time to time, but I think we can really just talk about what would we look at? So let’s say we’ve got a client. We’re already placing well on a number of keywords and there’s always some — what I call collateral keywords that start placing well. And we have goals set up either a goal for filling in — in our case we have a goal for when you fill out a web submit form so that we do that web analysis for you. If you’re an e-commerce site, you’ve got e-commerce goals. So say we’ve got all of that rolling and we’re six months in and now — we usually do about a six months analysis with a client and we want to understand, okay, great, we’ve —   Chuck: Got this site up.   Chris: Yeah.   Chuck: It’s getting traffic. You’re getting forms. What’s your pain now? Do you feel you should get more forms or are you getting too many?   Chris: Yeah. Well, that’s a good point because some people are like, okay —   Chuck: I can’t handle this business.   Chris: Or it’s the wrong kind of traffic or —   Chuck: Exactly.   Chris: — which we try and mitigate upfront in the keyword selection and we’ve had clients who “Look, all I want is B2B.” and we tell them, “Look, the only way to get the B2B is to go after the B2C keywords so you’re going to have end-users calling you. And typically they’ll say, “Well, that’s okay. I can weed through that.” But I have six months. They might be “Look, my phone rings from 9:00 a.m. till 5:00 p.m. every five minutes and it’s a —   Chuck: It’s B2C.   Chris: — it’s B2C so we’ve got to figure out some way to mitigate that. And then that usually goes into web design or whatever. So they’re up and running. They’re getting traffic. We’ve got goals to look at. We’ve got either goals or e-commerce goals. So what would we look at? What’s the next step? We’ve provided significant value. We always want to provide more. What are we going to do?   Chuck: Yeah. Well, I’d like to look at — when I’m going through analytics which is frequently like daily.   Chris: Every five minutes the phone call.   Chuck: I’m looking at exit pages. Number one, I like to look at where people are leaving the site at, and then I go back and — that’s the first stuff. Exit page is a good place to figure out what’s making people leave your site. If it’s at a thank you page, if your thank you page is an exit page, then great.   Chris: Right.   Chuck: That means they came from a conversion. But let’s say one of your top exit pages is your homepage, then it’s likely you have a high bonus rate and that’s not good.   Chris: I had a meeting with a client yesterday that were working on a landing page and the landing page is not performing well. So it really took a meeting with the owner. And one of our partners, us sitting down and saying, “Okay, what is the target client? What is the target client actually looking for? Because the target client for an automobile is looking for something different than somebody who is looking for a landscaper. Those sites need to be different. Those landing pages need to be different.   Chuck: So one needs to be more content heavy. The other one should probably be more image heavy.   Chris: Yep, absolutely.   Chuck: So it really depends on the client and what exactly they’re doing. And so exit pages help you figure it out. Second stat I usually look at is keywords. Which keywords brought them here? And if you’re doing paid search and SEO, then kind of look at both. You can usually find similarities. Some of these keywords will be the same and then some will be the totally different with — just great information to know what people are paying for versus what you should be optimizing for. So yeah, look at exit pages, look at keywords. And I can say if you’re running goals earlier, look at those. Figure out —   Chris: So what do you look for end goals, right? So now we know we’re looking at goals, which is something that you might look at and I’ve got some ideas. I know some of the things that I look for.   Chuck: Well, what I do when I look at goals, I compare how many goals we have attained compared to how much traffic we get.   Chris: From each keyword.   Chuck: From each keyword. So we had easy number, 100 hits in this week.   Chris: Right.   Chuck: And we only had 10 goals, that is 10% which would be phenomenal, by the way.   Chris: You said “only.” We’re not implying that we always hit 50%. We’re not implying.   Chuck: Yeah. But I kind of look at that and then I try to figure out, dig down as deep as I can if we got which key or it’s about which traffic, and if I can tie in that goal to a keyword, then it kind of goes back to which kind of keywords I need to focus on.   Chris: Right. For instance, maybe if you’ve got one keyword that over a long period of time consistently got one click per month and each click has turned so 100% on a particular keyword, that’s converted into a goal. You know that maybe the reason you’re only getting one click per month on that keyword — it could be a number of reasons. One could be the keyword may be long tail so not that many search for it or maybe you’re on page 2 or you’re not high enough in the ranking. But when they actually get to your site with that keyword, they convert. That would be an indication that you need to focus on your organic search engine optimization for that keyword.   Chuck: Definitely.   Chris: Because it’s converting.   Chuck: You can create a page for that keyword, a whole new set of content for that keyword, and then go to your standard typical on sites, the titles, headers, in the images associated with it.   Chris: Start blogging about it.   Chuck: Yeah, I could attack the keyword.   Chris: Yeah, absolutely because the theory being if I can get that one click per month up to a hundred and even have 25% drop, I’m still getting 75% goals accomplished per month. So that’s significant. Those are the kinds of things that you want to go after. And then a similar thing when you have an e-commerce site and you’re actually dealing with dollar value of sales, it’s one level of complexity and/or simplicity depending on how you look at it, right? So you get a keyword, again it only gets one click.   Let’s say that same example. So the goal was accomplished. In this case, it’s e-commerce. Every single time somebody shows up there, it results in a sale and the sale is worth 50 cents, right, to you as a company. And then you’ve got another keyword that’s not doing so well. It’s getting 50% conversion rate but the value is $1,000.   Chuck: Yeah.   Chris: Now, you really know you need to focus on that keyword. Again, it depends on where they’re showing up in the SERPs, but that e-commerce really gives you an idea of where — the whole 80-20. If you spend 20% of your time on the right things, you’re going to get 80% of your profit from that.   Chuck: Yeah Well, not just that. E-commerce is pretty good with Google Analytics, how you can tie in a keyword and goal to a specific dollar amount. So that’s a good way to track profit/loss or — especially if you’re doing Pay Per Click, right? And this click is costing you 15 bucks and it’s bringing in a certain amount of traffic. It’s only 18 bucks worth of sales like at this point is it worth investing in that key phrase. And so, you know —   Chris: And sometimes that question is — the answer to the question isn’t obvious. Okay, so I’m only making three bucks in that particular example or did I get it reversed?   Chuck: Yeah, that’s right.   Chris: Yeah. So I’m only making three bucks and another product may be making more. Maybe there’s more follow-up sales. So you really need to understand your business about somebody who comes in and buys a lugnut and turns around and then buys the lugnut tool may have a lot more value than somebody who just gets a wrench or whatever it may be. Another thing to look at that is to make sure that your e-commerce website is sophisticated enough that when somebody buys something and they usually buy something else, you got to make that process as easy as possible for them.   Chuck: Well, yeah, make sure they log in. Go and check that analytics will be to look at your peak visitors because it is tracking IP addresses. So if they came back to the site again, while it won’t tell you who exactly it was you can kind of gauge how many repeat visitors you had based on — well, and compare it to how many repeat sales you had. If you get your repeat visitors high an
d you get repeat sales on the same clients, then exactly that keyword is working.   Chris: Yeah, yeah. One of the things that’s in this article, “check the entrance pages for issues.” Now, what kind of issues might we have on four pages?   Chuck: On four pages?   Chris: I don’t even call that an issue. It’s a dramatic —

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