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Best Performant Keyword Research for Selling

a powerful solution to find out exactly how visitors reach your site and what seo keywords are driving them there. Online marketers and SEO

Keyword SEO

Keyword SEO

Google Analytics is a powerful solution to find out exactly how visitors reach your site and what seo keywords are driving them there. Online marketers and SEO specialists alike find keyword-level reporting useful for determining which keywords they are not advertising but should be and those they should be optimizing for for their site's content. This time we will focus on how, as an online marketer, can use Google Analytics and related tools to find new keywords to advertise on.

Make sure Goals and Tracking are set up

The key to identifying which keywords are eligible to advertise is to measure them against success criteria. Google Analytics makes it easy for you by allowing you to set goals (eg visitors complete purchases, visitors sign up for newsletters) and track ecommerce activity on your site. Google Analytics can then associate goal conversion rates and ecommerce activity with the keywords that brought those visitors to your site.

Access Keyword Report

Access the Keyword Report under Traffic Sources > Keywords. This report outlines all the keywords that brought visitors to your site. Keywords can be paid and unpaid. Paid keywords are keywords related to clicks from your online ads. Unpaid keywords are keywords that users type in search engines, such as Google, to find your site. Since we want to focus on keywords that we haven't advertised yet, click on the "unpaid" link to filter for paid SEO keywords.

Next, determine what your success criteria are for these seo keywords. If you are concerned about your goal conversion rate, then now is the time to switch to the “Goal Conversions” tab. If you have enabled ecommerce tracking and want to see the Dollar/Ringgit/Baht impact associated with your keywords, switch to the “Ecommerce” tab. For the rest of this example, I'm going to assume that we're looking at goal conversion rates.

Export free seo keywords to spreadsheet

First, sort the list of keywords by conversion rate in descending order for the goal you're interested in. Second, scroll down and select to show 500 keywords.

Next, click the "Export" button at the top, and select "CSV".

If you want to export more than 500 seo keywords, repeat the export process for the next few pages of the report.

Open the downloaded CSV file in your favorite spreadsheet package (in my case, I like to use Google Sheets).

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Filter the keyword list to show keywords with a conversion rate greater than 0% (or whatever threshold you choose). Now you have a list of non-paid converting keywords. Most likely you are not advertising on many of these keywords.

Expand your keyword list using other Google products

To consider more SEO keyword options, consider using some of Google's other free products to find more opportunities: Google Insights for Search, Google Trends, Site Search reports in Google Analytics, Webmaster Tools, and even the new Magic Wheel. If you're an AdWords user, check out the Keyword Tool, Search-Based Keyword Tool, Search Query Performance report, and more. Once you have identified additional keywords that you want to advertise, add them to your keyword list from Step 3.

Download the list of keywords you have advertised

In Google AdWords, go to the Report Center, and generate a Keyword Performance report. Export the report as a CSV file and open it in your favorite spreadsheet package. Filter the list so that you only see the keywords in the Ad Group and Campaign that are currently active.

Identify unused keywords

Now, open another worksheet or spreadsheet document. Copy the keyword column from Step 5 and paste it into column A in the new worksheet. Copy the keyword column from Step 3 and paste it in column B.

Cross-segment the list to identify keywords in column A that are not in column B. If you're using Google Sheets, you can simply use the VLOOKUP function to identify those keywords.

We have now identified the keywords that you should consider advertising to drive more quality traffic to your website.

To make things easier for you, the spreadsheet in the screenshot above is available for your use here.

Expand these SEO keywords and get started

Consider the list of keywords identified in Step 6 as the keywords “design”. Take this keyword and expand it using a tool like the AdWords keyword tool. Once we've created a complete keyword list, add them to our AdWords campaign and start working on it advertise there. Be sure to monitor the performance of these new keywords using Google Analytics and your AdWords reports. Good luck with identifying a new set of seo keywords with great ROI potential!

There you have it, a simple 7-step process to identify high-value keywords to leverage in your search engine marketing strategy. Google Analytics helps you identify keywords that are performing well organically. By leveraging these keywords in your search marketing campaigns, you can drive more of these valuable visitors to your site and experience a great return on investment.

This content is accurate and true to the best of the author’s knowledge and is not meant to substitute for formal and individualized advice from a qualified professional.

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