It’s all about conversion. Everything that we do on our websites has to have one great goal: conversion. It really doesn’t matter what type of conversion, as long as it exists. For example you may aim to have comments (as conversion for a certain page), or have people on each page more than 5 minutes, ordering products/services, registering for your newsletter and so on. The thing is that you always have to think of what you want to achieve, when you make a modification: in other words, what is the aimed conversion for that modification.
When you work on your keywords, we’re talking about the same thing: conversion. What is the conversion when it comes to keywords: RELEVANT TRAFFIC. This means to optimize your content for keywords that are relevant to your website and that will send you traffic.
I think it’s good to work on all you’re keywords just as it’s good to have all your pages indexed by search engines. And just like the case of your pages, where you tend to improve your top landing pages, when it comes to keywords you should work some more on those that really send you traffic.
The thing that you have to do is to improve the rankings for the keywords that send you traffic.
What keywords send you traffic and from what page
The natural question is how you know what keywords send you traffic and from what page? (because just the keywords are already shown in your Google Analytics). I receive most of my traffic from Google so here is my solution for it: a Custom Filter in Google Analytics. What you do is set up a filter that will show you on what search result page you ranked for a certain keyword.
This way you’ll know if you need to work some more on a certain keyword. All you have to do is create a filter with these specifications and apply it to one of your profiles. It will take a while to gather all the data.
After you installed the filter here is how you see its results. You access it, just like any other profile and you can look for example to your Search Engine traffic from Google or Content -> Content by Title. Then you select the User Defined Value from the drop down menu and that’s it.
Your turn
Here is what I would like to know from you, in comments bellow:
- Do you think it’s good to concentrate more on keywords that really send you traffic?
- Do you check your rankings? If yes, how?
- Do you think about some sort of conversion for everything you do on your website?
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