Keyword Reports Reveal Hidden Opportunities

Wednesday Sep 03 2008
by Canada's Web Shop

Discover how to unearth hidden sources of income and traffic

The “Keywords” report in your monthly traffic summary report shows you the top 10 keywords people who visited your site searched for on the search engines for any given time period. 

Look at each individual keyword and you will see more detailed statistics about the visitors who arrived at your site via that keyword such as how long the average person stayed, the bounce rate, and what percentage of these visitors were new visitors.

Keyword Report Analysis & Insights

Looking at the report above, what can we determine about the average visitor who comes to the site via the keyword “diamond necklace”?  We can see that

1. They stay a little over 6 minutes on the site (Avg. time on site)  
2. Within those 6 minutes they visit about 4 pages.  (pages/visit)  
3. 80% of them are new to your website. (% New Visits)  
4. ½ of them leave your website from the page they land on. (Bounce Rate)  

This information gives you a basis for action and testing. 

Since the term “Diamond Necklace” is the keyword driving the most traffic to your website, you may want to ensure that no matter where a visitor lands on your site that there is a clearly marked link or button which takes the visitor to something related to diamond necklaces.

You could for example, link to the diamond necklace category in your e-store, white paper downloads, or a special promotion you have on a particular diamond necklace.

Because the average visitor will visit 4 pages and the keyword “Diamond Necklace” is a fairly general term, it’s probably safe to assume they’re in “information gathering mode” My choice here would be to link to a white paper download educating the visitor on the different types of diamond necklaces available or a buying guide of some kind which will help the visitor make a confident buying decision.

Also, since 80% of these people are new to your site, you may also wish to include some information about your company on every page.  After all, these visitors have never seen you before or haven’t been to your site for so long that they don’t remember who you are anymore.

Make sure that you make only one small change at a time and then measure the results. If you make multiple changes and you see a significant rise or decline in stats, you won’t know what the cause of the increase/decrease was.  If you don’t do it this way, you would have to reverse all of the changes to backtrack and determine the cause of the change.

Once you’ve implemented a change check your keyword statistics next month and see if they’ve changed dramatically then move on to the next change, and the next, and so on and so forth. 

More news