Analyse Your Keywords

2: Analyse Your Keywords: Both in Real Life and on Your Website

8 Steps to Increase Traffic to Your Website: Part Two

The foundation of all web searches is… keywords.

How did you reach this page? If you came through organic search which keywords were you searching for? keywords or analyse your keywords? Maybe something else?

There are so many potential keywords that can get traffic to your site and keyword analysis is an art form in its own right.

It is also the bedrock and the basis for your organic traffic.

So before you progress any further with trying to increase traffic to your website it’s worth sitting down and auditing your website to see which keywords your website is being found for.

Google Analytics

If you read the first part of this series, Have the Right Analytical Tools, then you should have Google Analytics installed on your website (Other analytics & stats tools are available)

Logging in to the Analytics interface you’ll see a wealth of options to view the data for your website but the most important one here is:

Acquisition > All Traffic > Channels

Then you want to focus on your Organic Search traffic

Analytics tells you what percentage of your traffic is coming through organic search against all your other channels such as direct traffic (people typing your URL into the web browser’s address bar), referrals (links from other websites, forum…), PPC (Google Ads, Bing Ads…) and social (LinkedIn, Twitter, Facebook etc.)

However… there is ONE small problem. Google hides organic search terms from Analytics when users are logged in to their Google account. This affords a level of privacy to users but hides that valuable keyword data from webmasters, website owners and marketers – the very people who need this information.

You’ll see organic search keywords but may notice that as much as 98% is “Not Provided”.

But don’t panic.

Google Analytics has so many useful applications that you can see which are your most popular pages, how users travel through the website, where they enter, where they leave, how long they spent on certain pages and so on. This is a veritable goldmine of information for you but that limited keyword data.

Take what you can out of Analytics then move on to the next tool…

Google Search Console

Formerley called Google Webmaster Tools, Google Search Console gives you all the keyword data that you need from the Google Search Engine.

You can look back as far as 16 months and see:

  1. Which keywords get you the most clicks
  2. Which keywords get you impressions in search
  3. What the Click Through Rate is and
  4. Your keyword ranking

Export this data to a CSV and import in to Excel or output to Google Sheets and then you can analyse your keywords’ data to your heart’s content.

Real World Keyword Data

Now this is the most important and most overlooked aspect of keyword research. Some very detached “SEO experts” will only look at the online data. But you must look at the real world keyword data before you go any further.

Who are you?

What do you do?

The answer to the first question is your name. Your brand. There may be different versions, just like we are Clever Marketing, Clever Marketing Ltd and Clever Marketing Limited. We are also found for Clever Marketing agency, Clever Marketing Farnborough and so on. So you can see that brand is incredibly important for getting you that relevant traffic.

Also bear in mind that you may have competitors with similar names – where do they rank? Above you? Do searchers confuse them with you?

And what do you do?

Widgets? Great. Purple widgets? Even better. Organic purple widgets? That’s more like it. Ethically-sourced organic widgets? That’s good.

Website Keyword Data

Now, looking at your Google Analytics and Google Search Console data what does that tell you? Are people finding your brand? Do people even know about your brand? Or are people looking for and finding your site for products? Maybe it’s a bit of both?

What we find in keyword data analysis is that very often our new client’s websites have been built to look good but they don’t always perform well in search.

This poor search performance is often due to a failure to optimise your site and include your correct keywords.

If you’re selling the most innovative ethically-sourced organic purple widgets then how will anybody find you if you only ever say the word widget?

Compare Real World and Online Keywords

Now that you have your real world list of keywords and the things that you do, compare that to your digital data.

What does that Google Search Console data say?

If your website data does not align with your real world keywords then you’ve got a problem.

Once again, don’t panic.

In Search Console you may not be getting clicks for your keywords but are they at least appearing in search? Are you getting impressions for those keywords?

If you are getting impressions for your keywords but no clicks then look at your rankings next.

How far off the coveted first page of Google are you? Are you just bubbling under the top ten rankings or are you out by a country mile?

If you’re not far off then you can focus on these keywords to try and get better rankings for them. If you’re way off then you’ve got a lot more work cut out for you.

If you are neither getting clicks nor even any impressions for your keywords then you really need to look at your plan immediately.

The most pertinent question is do you even have the content on your website that includes your keywords?

So this is where your offline and online worlds meet and that you analyse your keywords in both spheres is absolutely vital. Because if you’re optimising for the wrong keywords then you’ll not get relevant traffic. Your bounce rates will be massive and the search engines will take this into account. Why would they show your results in the search pages if your visitors don’t like what they see when they get there?

Analyse Your Keywords: Clever Marketing - Hampshire Digital AgencyIf you need help to analyse your keywords and conduct keyword research, let us know. Clever Marketing are a premier Hampshire  digital agency with many years of deep keyword research experience and the results to show for it too.

Call us on 01276 534 680 or complete our easy contact form and we will analyse your keywords with you, ready to go into a new digital strategy that will catch attention, get traffic and generate leads.

Have the Right Analytical Tools - Clever Marketing, Digital marketing Agency, Hampshire

1: Have the Right Analytical Tools

8 Ways to Increase Traffic to Your Website: Part One

One of the biggest reasons why clients come to us at Clever Marketing is because they need more traffic to their websites. That and they need more leads of better quality.

Getting traffic to your website is all “a numbers game” and the best way to know what those numbers are is to have the right analytical tools.

So, whilst having the right analytical tools will not, in itself, increase traffic to your website, it is absolutely essential to have these tools to see what your traffic is and how your efforts to improve it are coming along.

Google Analytics

If you do nothing else you should at the very least have Google Analytics installed on your website.

Most web designers know about Analytics and will usually have installed this for you. However, we have seen websites where this is not the case. This is the twenty first century so we really need to see GA installed as soon as your website goes live.

All you need to do is:

1) set up an Analytics account and

2) copy the code snippets that Google provides and 3) place them in the code of your website.

At a very basic level that will give you the insights into how many visitors you get every day, how long they stay on your website for and which pages they look at.

This is all provided in a (we think) very simple to understand interface and you can customise it and deep dive into the data to your heart’s content.

If you want a more in-depth analysis of how your visitors behave, then you can look at things such as which pages they look at after they reach your website. You can follow the flow of users from your homepage to your product pages to your enquiry or contact pages and then to your “thank you” pages which show successful interactions or goal completions.

Analysing this data you can see if users start to “drop off” at any stage as they move through the website. Armed with this information you can start to optimise individual pages to make them more appealing, improve your Calls to Action (CTAs) and make the whole user experience more easy and enjoyable.

You can even see whether your users are on desktop, tablets or mobile devices. If you need to know whether its iPhone users or Android visitors, Google Analytics will show this too. Which iPhones your visitors are using is also possible to see.

Google Analytics is your friend so you really must use it.

Google Search Console

The next tool that you really must have in place is Google Search Console.

Re-branded in 2015, Google Search Console (GSC) became the new name for what was formerly known as Google Webmaster Tools.

GSC allows webmasters to do a number of very cool and useful things such as control which XML sitemaps are submitted to Google, if there are any errors with pages and which pages are in the Google index, when they were last crawled etc.

But one of the biggest bonuses of Google Search Console is its ability to show website owners the value of the search terms that are shown as “not provided” in Google Analytics.

Keywords in Analytics became “not provided” in 2011 when Google decided to protect user privacy and make search more secure.

For website owners this was a great blow at first. How can you tell which search term campaigns are working successfully? Which keywords are attracting people to your website?

That’s where Search Console helps webmasters and marketers to fill in the gaps.

Search Console provides keywords, click through rates (CTR) and rankings, so you can look to improving your content, building a successful content strategy and also how to markup your descriptions so that they work better in the search engine results pages (SERPs).

Google Search Console is absolutely invaluable, so we recommend it as one of the right analytical tools to include in your website build.

Google Tag Manager (GTM)

Google Tag Manager (GTM) may not be quite as essential as Google Analytics or Google Search Console but, for best practice reasons, we absolutely must include it.

Google Tag Manager is the perfect tool for delivering tags or snippets of code to your website via its dashboard.

As an example, if you run a site with display ads, you will want to rotate those ads and the code snippets on a regular basis.

GTM has a simple interface where you log in and easily publish all your JavaScript tags.

Google Tag Manager has all the controls to add and remove, swap snippets and keep in control of your website’s scripts – Google Analytics tags, Hotjar tags, Pardot snippets etc.

At a more advanced level we can do other clever things with GTM such as control how long sessions are and whether your users scroll through your pages. So it’s an invaluable tool that many designers and website builders often overlook.

But to a digital marketer GTM is absolutely essential as it provides levels of control and insight that quite literally add another (data) layer to your performance.

Clever Marketing, Hampshire Digital Agency, have the right analytical toolsThose are the essential and right analytical tools that you absolutely must install in your website. Once this “holy trinity” is in place you have virtually everything you need to analyse your traffic, how users interact, what they look at, where they came from, which pages they landed (and left) on and how long they spent on your website.

If you need help, please free to ask us to implement these tools for you. Call 01276 534 680 or fill in our contact form and we’ll be happy to help you.