See how you can use google analytics to determine your best audience and to find long tail low volume keywords that lead to vistors who are more likely to convert.

1. 1
An Analytical
Approach to SEO
Content that Converts &
Doing More with Less
https://www.flickr.com/photos/usgeologicalsurvey/

2. using referral data for
an audience analysis
@McGswagg https://www.flickr.com/photos/midima2n/

3. find these guys instead
@McGswagg https://www.flickr.com/photos/jesusp3resley/

4. 4
92% fewer visitors
@McGswagg
672% more likely to
convert
https://www.flickr.com/photos/1234abcd/

5. this is simple shit!
@McGswagg https://www.flickr.com/photos/lushpup/ 5

6. @McGswagg https://www.flickr.com/photos/midima6n/

7. @McGswagg https://www.flickr.com/photos/jesusp7resley/

8. @McGswagg https://www.flickr.com/photos/evanblaser/ 8

9. @McGswagg 9

10. @McGswagg 10

11. @McGswagg 11

12. @McGswagg 12

13. @McGswagg 13

14. @McGswagg 14

15. 15
$4,000
1.08% Conversion Rate
@McGswagg

16. @McGswagg 16

17. 17
$10,000
1.37% Conversion Rate
@McGswagg

18. 18
$4,000
1.08% Conversion Rate
$10,000
1.37% Conversion Rate
@McGswagg

19. 26% higher Conversion Rate
from the republished article
@McGswagg

20. Another
Comparison
@McGswagg https://www.flickr.com/photos/furryscalyman
/

21. @McGswagg 21

22. 22
$7,500 Quote Requests
0.62% Conversion Rate
@McGswagg

23. @McGswagg 23

24. 24
$27,000
4.73% Conversion Rate
@McGswagg

25. 25
$7,500
0.62% Conversion Rate
$27,000
4.73% Conversion Rate
@McGswagg

26. Don’t
assume.
@McGswagg
Use your data.
https://www.flickr.com/photos/spiderdog/

27. 27
92% fewer visitors
@McGswagg
672% more likely to
convert
https://www.flickr.com/photos/1234abcd/

28. @McGswagg https://www.flickr.com/photos/spam/ 28

29. @McGswagg 29

30. @McGswagg 30

31. @McGswagg 31

32. @McGswagg 32

33. @McGswagg https://www.flickr.com/photos/va3u3vau/

34. @McGswagg https://www.flickr.com/photos/w3w4arby/

35. https://www.flickr.com/photos/vauvau/
35
FIND
KEYWORDS
@McGswagg
that convert
https://www.flickr.com/photos/bigtallguy/

36. 36
OLD DATA
organic keywords
prior to September
2013
@McGswagg https://www.flickr.com/photos/philman/

37. @McGswagg 37

38. 38
GOAL
TRACKING
@McGswagg https://www.flickr.com/photos/keylosa/

39. @McGswagg 39

40. 40
KEYWORDS
that convert
https://www.flickr.com/photos/keylosa/
@McGswagg

41. @McGswagg 41

42. @McGswagg 42

43. @McGswagg 43

44. 44
EXPORT
THAT
SHIT!
@McGswagg https://www.flickr.com/photos/glynlowe/

45. @McGswagg 45

46. @McGswagg 46

47. 47
CLEAN
UP
THE
DATA
search for
common themes
@McGswagg https://www.flickr.com/photos/jspad/

48. @McGswagg 48

49. 49
REMOVE not provided
REMOVE BRANDED
REMOVE LOW
PRIORITY
Order A-Z
@McGswagg

50. 50
Visits Conversions
@McGswagg

51. 51
Visits Conversions
@McGswagg

52. @McGswagg 52

53. Is that so
Keyword Planner?
@McGswagg 53
https://www.flickr.com/photos/robsogood/

54. the reality
@McGswagg 54

55. these 862 terms
averaged only 5
visits each
over a year-and-a-half
@McGswagg

56. 750 of these terms
each yielded only 1
conversion
@McGswagg

57. 57
but that’s
a cumulative of
750 conversions!
@McGswagg

58. which made up
26% of their total
organic conversions!
58
@McGswagg

59. $375,000
59
@McGswagg

60. low volume
does not mean
low value
@McGswagg https://www.flickr.com/photos/malinkrop/

61. another way
to find
high value
low volume keywords
@McGswagg https://www.flickr.com/photos/22719239@N04/

62. sign in
@McGswagg 62

63. before you
hit enter
@McGswagg 63

64. before you
hit enter
“average monthly search volume”
10
0
0
0
20
@McGswagg 64

65. after you
hit enter
@McGswagg 65

66. after you
“average monthly search volume”
hit enter
0
10
10
10
10
10
10
@McGswagg 66

67. follow the
intention trail
@McGswagg https://www.flickr.com/photos/saxonmoseley/

68. 0
before you
hit enter
@McGswagg 68

69. @McGswagg 69

70. 0
30
10
20
40
@McGswagg 70

71. 10
after you
hit enter
@McGswagg 71

72. @McGswagg 72

73. 10
0
0
0
@McGswagg 73

74. @McGswagg Thank you mindmeister.com!! 74

75. @McGswagg Thank you mindmeister.com!! 75

76. @McGswagg Thank you mindmeister.com!! 76

77. @McGswagg Thank you mindmeister.com!! 77

78. 78
CLEAN
UP
THE
DATA
search for
common themes
@McGswagg https://www.flickr.com/photos/jspad/

79. anotherway to
find high value
longtail keywords
@McGswagg https://www.flickr.com/photos/saxonmoseley/

80. @McGswagg 80

81. @McGswagg 81

82. 82
CLEAN
UP
THE
DATA
search for
common themes
@McGswagg https://www.flickr.com/photos/jspad/

83. @McGswagg 83

84. @McGswagg 84

85. @McGswagg 85

86. @McGswagg 86

87. @McGswagg 87

88. @McGswagg 88

89. @McGswagg 89

90. @McGswagg 90

91. an average length of 5 words
per search query
@McGswagg 91

92. @McGswagg 92

93. an average length of 7 words
per search query
@McGswagg 93

94. longtail and
low volume
align with
hummingbird
semantic search
intention-based search
mobile voice searches
@McGswagg https://www.flickr.com/photos/nanagy9ei4/

95. create the content
@McGswagg https://www.flickr.com/photos/rubin110/

96. @McGswagg 96

97. @McGswagg 97

98. 98
How’d it do?
@McGswagg https://www.flickr.com/photos/trophygeek/

99. 99
March 1 – July 31, 2014
Organic
Visits
8,443
Organic Quote
Submissions
9
Conversion
Rate
0.11%
Original
Content
[30 Pages]
@McGswagg

100. 100
March 1 – July 31, 2014
Organic
Visits
8,443
Organic Quote
Submissions
9
Conversion
Rate
0.11%
Organic
Visits
703
Organic Quote
Submissions
6
Conversion
Rate
0.85%
Original
Content
[30 Pages]
Longtail
Content
[17 Pages]
92% fewer visitors
672% more likely to convert
@McGswagg

101. low volume
does not mean
low value
@McGswagg https://www.flickr.com/photos/malinkrop/

102. Amanda McGowan
@mcgswagg
SEER Interactive

103. Appendix

104. you didn’t have
goal tracking enabled
104
https://www.flickr.com/photos/45688888@N08/

105. ADVANCED
SEGMENTS
https://www.flickr.com/photos/donnie1r0a5y/

106. 106

107. 107

108. 108

109. 109

110. 110

111. 111

112. 112