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1 
An Analytical 
Approach to SEO 
Content that Converts & 
Doing More with Less 
https://www.flickr.com/photos/usgeologic...
using referral data for 
an audience analysis 
@McGswagg https://www.flickr.com/photos/midima2n/
find these guys instead 
@McGswagg https://www.flickr.com/photos/jesusp3resley/
4 
92% fewer visitors 
@McGswagg 
672% more likely to 
convert 
https://www.flickr.com/photos/1234abcd/
this is simple shit! 
@McGswagg https://www.flickr.com/photos/lushpup/ 5
@McGswagg https://www.flickr.com/photos/midima6n/
@McGswagg https://www.flickr.com/photos/jesusp7resley/
@McGswagg https://www.flickr.com/photos/evanblaser/ 8
@McGswagg 9
@McGswagg 10
@McGswagg 11
@McGswagg 12
@McGswagg 13
@McGswagg 14
15 
$4,000 
1.08% Conversion Rate 
@McGswagg
@McGswagg 16
17 
$10,000 
1.37% Conversion Rate 
@McGswagg
18 
$4,000 
1.08% Conversion Rate 
$10,000 
1.37% Conversion Rate 
@McGswagg
26% higher Conversion Rate 
from the republished article 
@McGswagg
Another 
Comparison 
@McGswagg https://www.flickr.com/photos/furryscalyman 
/
@McGswagg 21
22 
$7,500 Quote Requests 
0.62% Conversion Rate 
@McGswagg
@McGswagg 23
24 
$27,000 
4.73% Conversion Rate 
@McGswagg
25 
$7,500 
0.62% Conversion Rate 
$27,000 
4.73% Conversion Rate 
@McGswagg
Don’t 
assume. 
@McGswagg 
Use your data. 
https://www.flickr.com/photos/spiderdog/
27 
92% fewer visitors 
@McGswagg 
672% more likely to 
convert 
https://www.flickr.com/photos/1234abcd/
@McGswagg https://www.flickr.com/photos/spam/ 28
@McGswagg 29
@McGswagg 30
@McGswagg 31
@McGswagg 32
@McGswagg https://www.flickr.com/photos/va3u3vau/
@McGswagg https://www.flickr.com/photos/w3w4arby/
https://www.flickr.com/photos/vauvau/ 
35 
FIND 
KEYWORDS 
@McGswagg 
that convert 
https://www.flickr.com/photos/bigtallg...
36 
OLD DATA 
organic keywords 
prior to September 
2013 
@McGswagg https://www.flickr.com/photos/philman/
@McGswagg 37
38 
GOAL 
TRACKING 
@McGswagg https://www.flickr.com/photos/keylosa/
@McGswagg 39
40 
KEYWORDS 
that convert 
https://www.flickr.com/photos/keylosa/ 
@McGswagg
@McGswagg 41
@McGswagg 42
@McGswagg 43
44 
EXPORT 
THAT 
SHIT! 
@McGswagg https://www.flickr.com/photos/glynlowe/
@McGswagg 45
@McGswagg 46
47 
CLEAN 
UP 
THE 
DATA 
search for 
common themes 
@McGswagg https://www.flickr.com/photos/jspad/
@McGswagg 48
49 
REMOVE not provided 
REMOVE BRANDED 
REMOVE LOW 
PRIORITY 
Order A-Z 
@McGswagg
50 
Visits Conversions 
@McGswagg
51 
Visits Conversions 
@McGswagg
@McGswagg 52
Is that so 
Keyword Planner? 
@McGswagg 53 
https://www.flickr.com/photos/robsogood/
the reality 
@McGswagg 54
these 862 terms 
averaged only 5 
visits each 
over a year-and-a-half 
@McGswagg
750 of these terms 
each yielded only 1 
conversion 
@McGswagg
57 
but that’s 
a cumulative of 
750 conversions! 
@McGswagg
which made up 
26% of their total 
organic conversions! 
58 
@McGswagg
$375,000 
59 
@McGswagg
low volume 
does not mean 
low value 
@McGswagg https://www.flickr.com/photos/malinkrop/
another way 
to find 
high value 
low volume keywords 
@McGswagg https://www.flickr.com/photos/22719239@N04/
sign in 
@McGswagg 62
before you 
hit enter 
@McGswagg 63
before you 
hit enter 
“average monthly search volume” 
10 
0 
0 
0 
20 
@McGswagg 64
after you 
hit enter 
@McGswagg 65
after you 
“average monthly search volume” 
hit enter 
0 
10 
10 
10 
10 
10 
10 
@McGswagg 66
follow the 
intention trail 
@McGswagg https://www.flickr.com/photos/saxonmoseley/
0 
before you 
hit enter 
@McGswagg 68
@McGswagg 69
0 
30 
10 
20 
40 
@McGswagg 70
10 
after you 
hit enter 
@McGswagg 71
@McGswagg 72
10 
0 
0 
0 
@McGswagg 73
@McGswagg Thank you mindmeister.com!! 74
@McGswagg Thank you mindmeister.com!! 75
@McGswagg Thank you mindmeister.com!! 76
@McGswagg Thank you mindmeister.com!! 77
78 
CLEAN 
UP 
THE 
DATA 
search for 
common themes 
@McGswagg https://www.flickr.com/photos/jspad/
anotherway to 
find high value 
longtail keywords 
@McGswagg https://www.flickr.com/photos/saxonmoseley/
@McGswagg 80
@McGswagg 81
82 
CLEAN 
UP 
THE 
DATA 
search for 
common themes 
@McGswagg https://www.flickr.com/photos/jspad/
@McGswagg 83
@McGswagg 84
@McGswagg 85
@McGswagg 86
@McGswagg 87
@McGswagg 88
@McGswagg 89
@McGswagg 90
an average length of 5 words 
per search query 
@McGswagg 91
@McGswagg 92
an average length of 7 words 
per search query 
@McGswagg 93
longtail and 
low volume 
align with 
hummingbird 
semantic search 
intention-based search 
mobile voice searches 
@McGswa...
create the content 
@McGswagg https://www.flickr.com/photos/rubin110/
@McGswagg 96
@McGswagg 97
98 
How’d it do? 
@McGswagg https://www.flickr.com/photos/trophygeek/
99 
March 1 – July 31, 2014 
Organic 
Visits 
8,443 
Organic Quote 
Submissions 
9 
Conversion 
Rate 
0.11% 
Original 
Con...
100 
March 1 – July 31, 2014 
Organic 
Visits 
8,443 
Organic Quote 
Submissions 
9 
Conversion 
Rate 
0.11% 
Organic 
Vis...
low volume 
does not mean 
low value 
@McGswagg https://www.flickr.com/photos/malinkrop/
Amanda McGowan 
@mcgswagg 
SEER Interactive
Appendix
you didn’t have 
goal tracking enabled 
104 
https://www.flickr.com/photos/45688888@N08/
ADVANCED 
SEGMENTS 
https://www.flickr.com/photos/donnie1r0a5y/
106
107
108
109
110
111
112
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An Analytical Approach to SEO & Content that Converts

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See how you can use google analytics to determine your best audience and to find long tail low volume keywords that lead to vistors who are more likely to convert.

Published in: Marketing
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An Analytical Approach to SEO & Content that Converts

  1. 1. 1 An Analytical Approach to SEO Content that Converts & Doing More with Less https://www.flickr.com/photos/usgeologicalsurvey/
  2. 2. using referral data for an audience analysis @McGswagg https://www.flickr.com/photos/midima2n/
  3. 3. find these guys instead @McGswagg https://www.flickr.com/photos/jesusp3resley/
  4. 4. 4 92% fewer visitors @McGswagg 672% more likely to convert https://www.flickr.com/photos/1234abcd/
  5. 5. this is simple shit! @McGswagg https://www.flickr.com/photos/lushpup/ 5
  6. 6. @McGswagg https://www.flickr.com/photos/midima6n/
  7. 7. @McGswagg https://www.flickr.com/photos/jesusp7resley/
  8. 8. @McGswagg https://www.flickr.com/photos/evanblaser/ 8
  9. 9. @McGswagg 9
  10. 10. @McGswagg 10
  11. 11. @McGswagg 11
  12. 12. @McGswagg 12
  13. 13. @McGswagg 13
  14. 14. @McGswagg 14
  15. 15. 15 $4,000 1.08% Conversion Rate @McGswagg
  16. 16. @McGswagg 16
  17. 17. 17 $10,000 1.37% Conversion Rate @McGswagg
  18. 18. 18 $4,000 1.08% Conversion Rate $10,000 1.37% Conversion Rate @McGswagg
  19. 19. 26% higher Conversion Rate from the republished article @McGswagg
  20. 20. Another Comparison @McGswagg https://www.flickr.com/photos/furryscalyman /
  21. 21. @McGswagg 21
  22. 22. 22 $7,500 Quote Requests 0.62% Conversion Rate @McGswagg
  23. 23. @McGswagg 23
  24. 24. 24 $27,000 4.73% Conversion Rate @McGswagg
  25. 25. 25 $7,500 0.62% Conversion Rate $27,000 4.73% Conversion Rate @McGswagg
  26. 26. Don’t assume. @McGswagg Use your data. https://www.flickr.com/photos/spiderdog/
  27. 27. 27 92% fewer visitors @McGswagg 672% more likely to convert https://www.flickr.com/photos/1234abcd/
  28. 28. @McGswagg https://www.flickr.com/photos/spam/ 28
  29. 29. @McGswagg 29
  30. 30. @McGswagg 30
  31. 31. @McGswagg 31
  32. 32. @McGswagg 32
  33. 33. @McGswagg https://www.flickr.com/photos/va3u3vau/
  34. 34. @McGswagg https://www.flickr.com/photos/w3w4arby/
  35. 35. https://www.flickr.com/photos/vauvau/ 35 FIND KEYWORDS @McGswagg that convert https://www.flickr.com/photos/bigtallguy/
  36. 36. 36 OLD DATA organic keywords prior to September 2013 @McGswagg https://www.flickr.com/photos/philman/
  37. 37. @McGswagg 37
  38. 38. 38 GOAL TRACKING @McGswagg https://www.flickr.com/photos/keylosa/
  39. 39. @McGswagg 39
  40. 40. 40 KEYWORDS that convert https://www.flickr.com/photos/keylosa/ @McGswagg
  41. 41. @McGswagg 41
  42. 42. @McGswagg 42
  43. 43. @McGswagg 43
  44. 44. 44 EXPORT THAT SHIT! @McGswagg https://www.flickr.com/photos/glynlowe/
  45. 45. @McGswagg 45
  46. 46. @McGswagg 46
  47. 47. 47 CLEAN UP THE DATA search for common themes @McGswagg https://www.flickr.com/photos/jspad/
  48. 48. @McGswagg 48
  49. 49. 49 REMOVE not provided REMOVE BRANDED REMOVE LOW PRIORITY Order A-Z @McGswagg
  50. 50. 50 Visits Conversions @McGswagg
  51. 51. 51 Visits Conversions @McGswagg
  52. 52. @McGswagg 52
  53. 53. Is that so Keyword Planner? @McGswagg 53 https://www.flickr.com/photos/robsogood/
  54. 54. the reality @McGswagg 54
  55. 55. these 862 terms averaged only 5 visits each over a year-and-a-half @McGswagg
  56. 56. 750 of these terms each yielded only 1 conversion @McGswagg
  57. 57. 57 but that’s a cumulative of 750 conversions! @McGswagg
  58. 58. which made up 26% of their total organic conversions! 58 @McGswagg
  59. 59. $375,000 59 @McGswagg
  60. 60. low volume does not mean low value @McGswagg https://www.flickr.com/photos/malinkrop/
  61. 61. another way to find high value low volume keywords @McGswagg https://www.flickr.com/photos/22719239@N04/
  62. 62. sign in @McGswagg 62
  63. 63. before you hit enter @McGswagg 63
  64. 64. before you hit enter “average monthly search volume” 10 0 0 0 20 @McGswagg 64
  65. 65. after you hit enter @McGswagg 65
  66. 66. after you “average monthly search volume” hit enter 0 10 10 10 10 10 10 @McGswagg 66
  67. 67. follow the intention trail @McGswagg https://www.flickr.com/photos/saxonmoseley/
  68. 68. 0 before you hit enter @McGswagg 68
  69. 69. @McGswagg 69
  70. 70. 0 30 10 20 40 @McGswagg 70
  71. 71. 10 after you hit enter @McGswagg 71
  72. 72. @McGswagg 72
  73. 73. 10 0 0 0 @McGswagg 73
  74. 74. @McGswagg Thank you mindmeister.com!! 74
  75. 75. @McGswagg Thank you mindmeister.com!! 75
  76. 76. @McGswagg Thank you mindmeister.com!! 76
  77. 77. @McGswagg Thank you mindmeister.com!! 77
  78. 78. 78 CLEAN UP THE DATA search for common themes @McGswagg https://www.flickr.com/photos/jspad/
  79. 79. anotherway to find high value longtail keywords @McGswagg https://www.flickr.com/photos/saxonmoseley/
  80. 80. @McGswagg 80
  81. 81. @McGswagg 81
  82. 82. 82 CLEAN UP THE DATA search for common themes @McGswagg https://www.flickr.com/photos/jspad/
  83. 83. @McGswagg 83
  84. 84. @McGswagg 84
  85. 85. @McGswagg 85
  86. 86. @McGswagg 86
  87. 87. @McGswagg 87
  88. 88. @McGswagg 88
  89. 89. @McGswagg 89
  90. 90. @McGswagg 90
  91. 91. an average length of 5 words per search query @McGswagg 91
  92. 92. @McGswagg 92
  93. 93. an average length of 7 words per search query @McGswagg 93
  94. 94. longtail and low volume align with hummingbird semantic search intention-based search mobile voice searches @McGswagg https://www.flickr.com/photos/nanagy9ei4/
  95. 95. create the content @McGswagg https://www.flickr.com/photos/rubin110/
  96. 96. @McGswagg 96
  97. 97. @McGswagg 97
  98. 98. 98 How’d it do? @McGswagg https://www.flickr.com/photos/trophygeek/
  99. 99. 99 March 1 – July 31, 2014 Organic Visits 8,443 Organic Quote Submissions 9 Conversion Rate 0.11% Original Content [30 Pages] @McGswagg
  100. 100. 100 March 1 – July 31, 2014 Organic Visits 8,443 Organic Quote Submissions 9 Conversion Rate 0.11% Organic Visits 703 Organic Quote Submissions 6 Conversion Rate 0.85% Original Content [30 Pages] Longtail Content [17 Pages] 92% fewer visitors 672% more likely to convert @McGswagg
  101. 101. low volume does not mean low value @McGswagg https://www.flickr.com/photos/malinkrop/
  102. 102. Amanda McGowan @mcgswagg SEER Interactive
  103. 103. Appendix
  104. 104. you didn’t have goal tracking enabled 104 https://www.flickr.com/photos/45688888@N08/
  105. 105. ADVANCED SEGMENTS https://www.flickr.com/photos/donnie1r0a5y/
  106. 106. 106
  107. 107. 107
  108. 108. 108
  109. 109. 109
  110. 110. 110
  111. 111. 111
  112. 112. 112

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