How to Use Google Analytics to Get More High Converting Search Engine Traffic

Google Analytics might be the most powerful Analytics tool on the market (and it’s free!). You may not know that you can use Google Analytics for more than checking your daily traffic stats. When you tap into the techniques I show you in this video, you’ll learn how you can leverage the data in Google Analytics for more quality search engine traffic.

Video Transcript

Hey what’s up everybody? In this video, I’m going to show you how to use Google Analytics to get more high-converting search engine traffic to your site.

Once you have Google Analytics installed in your site, log in and this is what you’ll see. Now, if you have multiple websites linked within the same Google account, you’ll see multiple websites here, but I only have one, so only see one here, and whichever site you want to look at, click next to the little globe icon “All Website Data.” This gives you a nice overview of where your traffic is coming from, what it’s doing, et cetera.

For this video, we’re just going to focus on SEO. Once you’re in your audience overview area, scroll down and click on “Traffic Sources.” Then click on search engine optimization, and click on “Queries.”

What this area is under search engine optimization it’s basically a link between your Google Analytics account, and our webmaster tools account. We had already discussed in another video how to set up your webmaster tools account, so as long as this is under the same account, you will get this information linked automatically.

Here’s some areas to look at. Query just means keyword. It’s the same thing, so these are queries where you’re showing up for impressions. So this could be you know, maybe on the fifth page, on the first page. It doesn’t mean people actually clicking for that keyword. This is the number of impressions that you are getting. You’ll see these are usually quite high, because a lot of times these are keywords that you’re not even trying to rank for, like 17.

I’ve got a ton of impressions for 17, which is probably within Google image search or something like that. There’s a lot of information here that you don’t really have to worry about so much. You just want to see which keywords you’re getting impressions for that you’re also trying to rank for.

In this case, some of these keywords I’m trying to rank for, some of them, like guests, I’m obviously not. So you really don’t have to worry about the average position. This is something that I would totally ignore, because, for example, guests I’m ranking 91 for, and guests is obviously not a keyword I’m remotely trying to rank for, and this brings down the average, you know to 68.

Don’t worry about the average position, as long as you’re ranking for the keyword that you want to rank for, you’re going OK, and you can scroll through this.  For most websites, over time you’re going to get thousands of keyword impressions. In this case, it only shows the top ten, but you can make this up to 50, or 100, or 1000, or whatever you want, and you can see other keywords that you’re ranking for that you might not even know that you’re ranking for. Later on in the video, I’ll show you how to leverage that for additional traffic, but this is really what you want to look at.

One more thing, before we leave the query area, is the click-through rate. Now, again, it’s really hard to interpret this data for any actionable type of information, because like I said, you’ll we ranking for weird keywords that you’re really not optimizing for, so your click-through rates is going to be, you know, quite low. So what you want to do is look at keywords that you’re actually targeting and then look at your click-through rate.

Let’s say, for example, I was trying to rank for backlinks. My click-through rate is two percent. That’s obviously not that great. That could be a number of reasons. That could be just that you’re low in the search results, obviously. If you’re ranking number one for a keyword, of course, the click-through rate is going to be much higher than if you’re 10 or 11. It’s going to be night and day.

There are something’s you can do to increase the click-through rate, even if you’re number 10, like creating compelling title tags, description tags, adding Google verified authorship, and things like that. If you find you’re ranking for a keyword, let’s say you’re number two for the keyword, and you saw your click-through rate was let’s say two percent, it’s very poor, right? So you might want to take a look and see  maybe if you can make your meta copy more compelling, and make people more likely to click through.

Next we’ll look at landing pages. This takes keywords out of the equation, and it just shows what pages tend to be showing up more often in Google. Again, this data is really just to see which pages are performing best, not so much to take a real actionable information, because you know, the average position for this page is 52, but like I showed you, some of these keywords are totally ridiculous so it doesn’t make a difference.

You can also see your click-through rate for each individual page. This can be very, very helpful for determining whether or not your copy, and the meta data is compelling. This is another area to look to see if you might want to change the meta data for that page, so for the definitive back to guest volume let’s say, “It’s only less than half percent.”  So maybe I’d revisit that page and see why. Is it the title tag? Is it boring? Is the description tag not enticing people to click through?  For example, one with a click-through rate of 5.83 percent, which is much better, so maybe that one I would just leave alone.

Finally, we’ll look at the geographical summary. That obviously just tells you where people come from to visit your site, and if you’re like most people watching this video, you’ll get most of your traffic from the States. Some from India, some from Argentina, all over the place, and that’s totally fine.

The next thing we want to look at are how people are searching, and actually clicking through to your website. Under the queries tab, this is just how people see your results in Google. This is just impressions, but to get a more helpful, and drilled down information head over to “Sources,” click on “Search,” and then click on “Organic,” and you’ll see all the keywords that people used to find your site. Now, this is much more important, because this can often give you golden information, and let me explain.

So let’s say I wasn’t trying to optimize around the keyword “CPA Marketing,” but I was getting some traffic for that keyword. This would be a great place to go back to that page that is ranking for that keyword, and optimizing it around that keyword. This is a tip that I heard from Jason at [inaudible 00:06:02].com, and it works really well. It’s basically trying to find these keywords that somehow you’re getting traffic for, but you’re not optimizing around, and then try to optimize around them and then you’ll rank higher.

A lot of times like let’s say for CPA Marketing, I wasn’t trying to rank this keyword usually these clicks are because I’m like the ninth, eighth, tenth result, but if I optimize around it, in just on-page, it might boost me up to four or five. So these show you keywords that you already have some momentum for, and it’s just a matter of optimizing them further to get the most traffic.

The next thing I’ll show you is how to find which keywords are bringing you the highest conversions, which is obviously the most important thing. If you’re selling a product, trying to get leads, you want conversions, and you can find out which keywords aren’t just bringing in the most traffic, but are actually converting. To do that, under the same area, click on “Advanced Segments,” and then click on “Visits with Conversions,” then click “Apply.”

This will show you what keywords are bringing in converting traffic, which is really obviously very important. So, brand name can bring in a lot of converting traffic, but you obviously don’t want to optimize around that. For example, at that link of the sites obviously mostly about SEO, but interestingly enough, one of the top converting keywords for at least the last couple of weeks is CPA Marketing.

I get people that are interested in CPA Marketing a lot of times do SEO, and I suppose  that page, for whatever reason, tends to convert well. So this is great information to have because, for example, if I was ranking, let’s say eighth for this keyword, you know, and I was ranking eighth for this keyword, I would want to put most of my effort behind ranking for this keyword, because it converts a lot better. So this is actually very important data if you’re doing SEO, because traffic in and of itself is pretty much worthless, so you really want to see which keywords are converting best, then optimize your site around those.

So that’s it for using Google Analytics for more search engine traffic. As you can see, you can get a lot of great data that you can use to apply to your SEO campaigns to get even more high-converting search engine traffic.

Thanks for watching, and I’ll see you in the next video.