It is traffic that you boast about your website. The website is performing better than its competitors. The credit goes to the Internet marketing expert (SEO) who has analyzed and selected the keywords for you. However, is traffic the only parameter to index the performance of your website? The ultimate parameter must be conversion that pays off.
Conversion, not traffic matters ultimately
If a website is performing better than rivals, must be evaluated from the ROI standpoint. Evidently, conversion-driving, not traffic-generating performance of the targeted keywords matters. So, it is crucial to figure out which keywords are performing only for traffic, and which keywords are performing for conversion too. Accordingly, actionable steps need to be taken to make both the best-performing and the worst-performing keywords work towards your ROI goals.
Identify the convertible keywords
Google Analytics is the tool to figure out the keywords with potential for conversion. It helps uncover the keywords that may perform to convert the incoming traffic. Create a custom report using the tool, to list the keywords that are fetching in unique visits from search engines. You can manually perform it too. Using the tool, you can set conversion goals and accordingly figure out keywords that correspond to the goals. Note that the keywords generating low traffic but driving high conversion are well-performing ones.
Identify the pages with keyword keywords
Identify the pages of your websites, optimized with the keywords that perform high in terms of conversion. The next to identification of keywords with conversion potential is identifying the pages of URLs that source traffic your website from search engines.
Figure out the ranking of high-converting keywords
Now you are ready with the list of high-performing keywords. Analyze the ranking of those keywords in order to make them work harder. If the ranking of these keywords goes up, the visibility of the pages using the keywords will improve. Make sure to determine the SERP ranking of the listed high-performing keywords.
Create the keyword conversion report
Once the ranking of the listed keywords is analyzed, maintain a spreadsheet including the keywords, their SERP ranking details, conversion rates and the corresponding pages. This spreadsheet will help you keep in touch with the conversion goals.
Improve the SERP ranking of the keywords
Working on two fronts – off page and on page – to improve the ranking of the listed best and worst performing keywords in search engines is the most important step. It is a bit long process entailing many things that require keen attention to such vital details as content quality, keyword density, internal linking, inbound linking, anchor texts, etc.
You may feel a little confused once you are through the article if you are not from the Internet marketing or SEO niche. Having some knowledge of it helps. In your case, it is advisable to contact a digital marketing specialist and consult him regarding your online business conversion goals. The specialist will carry out the entire process from keyword identification to keyword ranking improvement