What's the best way to figure out which keywords are the highest converting?
-
We have a client using Google Analytics. They currently have 3 goals set up to track when website visitors fill out 3 forms: Form A, Form B, Form C.
I can easily figure out what traffic sources have driven the highest number of conversions on each form (Search for Form A, for instance, or Referrals for Form B), but of course, when I try to drill down on search terms that have driven conversions to each form, I get stuck in "not provided" territory.
I'd like to know what people are searching for when they ultimately fill out each form. This will answer questions like: are people familiar with us already when they convert, or did they randomly find our website when searching for something we sell?
It seems like there must be a way, using Google Webmaster Tools, Analytics, or another third-party app, to answer the question: what keyword searches are responsible for the highest number of conversions? Especially on a website that has traffic of 10,000+/month and a healthy dose of search traffic. Right? Where am I missing this information?
-
LindaLV's suggestion is a good one too. Take a look at that. GWMT gives you not all but more keyword data that Google Analytics.
-
Thanks for the responses, everyone. A PPC campaign is a great idea, however, we're just at the starting point doing research, not taking any specific actions. The idea is to figure out what's been working already and how, exactly, converting customers are finding the page in the first place through search. Really appreciate all the ideas — and sometimes it's just nice to get validation from other SEOs that we can't get that granular.
-
Thinking outside the box... Why not run a short PPC campaign using the keywords you are appearing on page 1 for (assuming you track them). Google is perfectly happy to supply keyword information, so long as you pay for it! So, you could use that information as an indication as to which keywords convert organic traffic too.
LOL - just seen that Donna suggested the same
-
Here is an interesting article on that subject: http://searchenginewatch.com/sew/how-to/2330149/how-to-find-keyword-conversions-by-url-using-google-webmaster-tools#
Not a perfect solution, but it might be a starting point for you...
-
Agree with Hutch42, and also suggest you can do some experimentation with Adwords. It's not perfect, but it does make it easier to identify and segment the phrases that are actually converting.
-
Unfortunately, you cannot from Google traffic. Ever since Google stopped giving search terms for secure searches (any time a person is logged into any Google property) directly linking keywords to performance has gone away. The closest you can do is link landing pages to conversions and then see what keywords are driving to those pages. While it is not perfect, it works well enough to make marketing and keyword decisions.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Google Search Console - > Google Search Analytic gives figure for google organic or adwords or combine of both?
Hi All, In Google Search Console -> In Search Analytics. I can see Clicks, Impressions, CTR and Position. I want to know all these 4 - Clicks, Impressions, CTR and Position gives information related to google organic only? or combine or google organic and google adwords? Thanks!
Reporting & Analytics | | wright3350 -
Referral Data Q's
1. We recently ran a promotion on both FB and Reddit, which is https, linking to our non-https site. We utilized UTM links to our landing page. Our GA campaign data returned extremely low hits in comparison to what we actually received (and recorded via FB/Reddit dashboard). Obviously our Direct traffic spiked during these times, caused by a secure to nonsecure referral, I'm sure. I'm also noticing a spike in referral traffic from lm.facebook.com that correlates to the ad times. Does this mean Facebook's link shim is stripping away my UTM data? My question is why we receive SOME properly UTM-tagged referral traffic in our campaigns? What's allowing some of it to go through? 2. I've tagged our email signature links with UTM as well, hoping to clean up some of our Direct traffic. I understand that external clients like Outlook and Thunderbird likely won't pass referral data, but do hosted clients like Gmail, Yahoo, and such? And if so, would the https to http difference obstruct this again? I'd love some insight onto these questions, especially if I'm off the mark with a few of my assumptions there.
Reporting & Analytics | | kirmeliux0 -
When to note Keyword improvement/decline?
Every report we have fluctuations in our rankings, but the majority of them are only a few places up or a few places down. Other than first page and top 3, when do you all start noting fluctuations (good or bad)? Would you start at 5, 10, 20 etc? Thanks, Ruben
Reporting & Analytics | | KempRugeLawGroup0 -
Rising in Bing and Yahoo SERP's, but falling in Googles?
We've dropped rankings across the board in Google, not severely but 1 and 2 spot drops and yet increased in rankings in Bing and Yahoo on the same keywords (basically all of them). Is this the sign of a new bad incoming link?
Reporting & Analytics | | absoauto0 -
Differences in organic search visits and non-paid keyword visits
Hi folks, I was just wondering at the disparity between the "Organic Search Visits" total in the Traffic Data tab and the total visits from "Non Paid Keywords Sending Search Visits". Once you add up all the traffic generated from the individual keywords (including the not provided numbers) shouldn't the total match the number of organic search results? Or is there something I'm missing? At the moment the total visits from non-paid keywords is about 2,000 short of the total organic search visits.
Reporting & Analytics | | BrettCollins0 -
Analytics/Google Keyword comparison
Hi I'm trying to establish a methodology to best show the gap between potential and realised organic keyword traffic. To obtain potential keyword traffic I'm using the Google Adwords keyword tool to derive local monthly search volumes for exact keyword matches. However, I'm confused as to which is the best way of getting a comparable metric from Google Analytics (GA). I was using custom reports and the 'organic searches' metric. However, this provides different values to a standard report selecting non-paid search in the default advanced segments. What is the best report/metric in GA to use for both organic and paid search volumes that would be comparable to the Google Adwords keyword tool. Also, I'm having problems getting my kids to eat their greens, any advice! 😉 Thanks Neil
Reporting & Analytics | | mccormackmorrison0 -
Tracking 301'd Domains
'ello SEOMozers 🙂 I've been implementing some awesomely search engine friendly 301'd domains for clients and they work great but I seem to have missed the point where I track said domains in some fashion and come here to ask the question --> how are you all tracking refers from 301'd domains that are pointed to your main hubs? Currently our practice in-house is to alias them in our servers then use .htaccess rules to 301 them to the 1 domain to-rule-them-all but Google Analytics doesn't recognize them as different domains with that plan of action and there goes my refer tracking. Is there a super-star way to use the Google URL Builder and combine that with the above plan of action or a better plan? Has anyone else implemented something else more awesome-er that could help a girl out? Much thanks and Happy Thursday!
Reporting & Analytics | | treefrogseo0 -
Visitor converting Goal - visitor information
How can i obtain information ( i mean whatever information i can get ) about a visitor, who has completed a Goal on website. The information could be - Where the visitor came ( country ) Keyword typed by the visitor to come to Goal page and any other information which could be obtained ?
Reporting & Analytics | | seoug_20050