Search Engine Optimization Tip 32: Focus on Keywords that Convert

This is SEO tip number 32 in our continuing series of Search Engine Optimization tips. All of these search engine optimization tips are meant to be specific in nature, they will not take that long to review, and are directly to the point. This search engine optimization tip has to do with your what I would call your best keywords and focusing your SEO efforts on those keyword phrases.


How do you determine which keywords are you best keywords? Good question. I have often thought of that myself, and I did a little research to figure out exactly which keywords are the best keywords for a website owner to focus their efforts on promoting. To do that, I turned to Google Analytics and started looking at the keywords that are converting into sales (or inquiries) on the website.


Once you log into Google Analytics, make sure that you have Goals set up. To do that, look at this help topic about setting up goals. If you don’t think you can set up any goals for your web site, think again: you might want to set one up for your “contact page” or even your “about us” page, which might indicate that someone has an interest in you or your web site and learning more about you. If you’re an ecommerce site, then goals should be pretty self-explanatory. I mean, you will want to make sure that you have a goal set up for when someone reaches the checkout page, and then another one for when they actually order something (the order confirmation page). There are other goals you can set up, but that should give you an idea of what type of goals you should have set up.

If you haven’t set up goals yet and you’re just setting them up right now, you will need to set them up and then wait a few days (depending on how much traffic your web site gets) in order to start seeing some good data in your Google Analytics. If you have had goals set up for some time, then it’s time to find your “best keywords” as I like to call it. Then concentrate on getting those keyword phrases ranked well in the search engines: or even get a writer “on it” and get them writing more content about it (or content that includes those keywords).

Let’s dig a little deeper into Google Analytics and find our best keywords, the ones that really “count” for us.

1. In Google Analytics, click on “Traffic Sources” and then “Keywords” as shown below. You may want to change the reporting period, I prefer to start with looking at about 6 months’ of data (or even more):




2. Once you are looking at the keyword and “goal conversion”, you’ll want to click on the “goal conversion rate” column as shown below:





You will notice that there are probably some keywords that are showing more than a 100 percent conversion rate. I would just ignore that for now, and scroll down to the bottom and select “show rows” of 100 (or more) as shown below:




3. This is where you will need to start doing some searching. It will really vary depending on your web site’s statistics, but you’re looking for that “sweet spot” where you are getting a “fair amount of traffic” along with a “decent conversion rate”. Those will vary, but I would say that anything above 3 percent is “pretty good”. You may need to go down a few pages to find your best keywords, but here is an example of what I’m looking for:




In this case, I am looking at an ecommerce web site, a web site that sells products. And I had to drill down a few pages to find it. But, here’s what I found in the graphic above: In the data that I looked at, I found that there have been 172 visits to the site using keyword phrase and 2.91 percent of those visitors checked out and bought something. Here’s where it’s important to note: the web site currently ranks on page 2 for that keyword phrase. They’re on page 2 of the search results but they actually have been getting conversions. And some traffic. So, what would happen if the web site was found on page 1 of the search results for that keyword phrase and ranked 1st, 2nd, or 3rd? They would most certainly sell more of those items.

The bottom line is that we’re looking for keyword phrases that have some traffic, have some conversions, and where the site is NOT ranked in the 1st, 2nd, or 3rd position in the search results. If you can find something like that, that’s a keyword phrase that needs some search engine optimization efforts, some more on-topic links to that product page.

Our other SEO Tips:

Need more help? Learn More about our SEO Audit Service

Search Engine Optimization Tip 32: Focus on Keywords that Convert” Comments

  1. Thanks, the information has really helped. We're currently trying to improve our SEO – unfortunately for us key words are changing all the time so these hints really help.

  2. this is along the lines of what I try to do for any site I'm working on, nice to get some reassurance that I'm on the right track
    an added tip I use is to export that list from google analytics into a spreadsheet so I can filter out "visits less than 100" or "where conversion rate = 0" or whatever

  3. I did your instructions and everything seems well, but once I have all that data, well my job is think in the keywords, for example I have some with more than 100% but only 1 hit, and that convert!
    Then I look for a balance between %of convertions and number of hits.

Comments are closed.