An Analytical Approach to SEO & Content that Converts1. 1
An Analytical
Approach to SEO
Content that Converts &
Doing More with Less
https://www.flickr.com/photos/usgeologicalsurvey/
2. using referral data for
an audience analysis
@McGswagg https://www.flickr.com/photos/midima2n/
3. find these guys instead
@McGswagg https://www.flickr.com/photos/jesusp3resley/
4. 4
92% fewer visitors
@McGswagg
672% more likely to
convert
https://www.flickr.com/photos/1234abcd/
5. this is simple shit!
@McGswagg https://www.flickr.com/photos/lushpup/ 5
18. 18
$4,000
1.08% Conversion Rate
$10,000
1.37% Conversion Rate
@McGswagg
25. 25
$7,500
0.62% Conversion Rate
$27,000
4.73% Conversion Rate
@McGswagg
27. 27
92% fewer visitors
@McGswagg
672% more likely to
convert
https://www.flickr.com/photos/1234abcd/
36. 36
OLD DATA
organic keywords
prior to September
2013
@McGswagg https://www.flickr.com/photos/philman/
44. 44
EXPORT
THAT
SHIT!
@McGswagg https://www.flickr.com/photos/glynlowe/
47. 47
CLEAN
UP
THE
DATA
search for
common themes
@McGswagg https://www.flickr.com/photos/jspad/
49. 49
REMOVE not provided
REMOVE BRANDED
REMOVE LOW
PRIORITY
Order A-Z
@McGswagg
53. Is that so
Keyword Planner?
@McGswagg 53
https://www.flickr.com/photos/robsogood/
55. these 862 terms
averaged only 5
visits each
over a year-and-a-half
@McGswagg
56. 750 of these terms
each yielded only 1
conversion
@McGswagg
58. which made up
26% of their total
organic conversions!
58
@McGswagg
60. low volume
does not mean
low value
@McGswagg https://www.flickr.com/photos/malinkrop/
61. another way
to find
high value
low volume keywords
@McGswagg https://www.flickr.com/photos/22719239@N04/
64. before you
hit enter
“average monthly search volume”
10
0
0
0
20
@McGswagg 64
78. 78
CLEAN
UP
THE
DATA
search for
common themes
@McGswagg https://www.flickr.com/photos/jspad/
79. anotherway to
find high value
longtail keywords
@McGswagg https://www.flickr.com/photos/saxonmoseley/
82. 82
CLEAN
UP
THE
DATA
search for
common themes
@McGswagg https://www.flickr.com/photos/jspad/
94. longtail and
low volume
align with
hummingbird
semantic search
intention-based search
mobile voice searches
@McGswagg https://www.flickr.com/photos/nanagy9ei4/
98. 98
How’d it do?
@McGswagg https://www.flickr.com/photos/trophygeek/
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
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. low volume
does not mean
low value
@McGswagg https://www.flickr.com/photos/malinkrop/
104. you didn’t have
goal tracking enabled
104
https://www.flickr.com/photos/45688888@N08/
Editor's Notes Not surprisingly many longer tail terms are extremely intention based include ‘I want to’ and also highly related to full length questions, but the same terms appear repeatedly for many brands Not surprisingly many longer tail terms are extremely intention based include ‘I want to’ and also highly related to full length questions, but the same terms appear repeatedly for many brands Now that we understand this and we understand what converts – lets make the content!