This document discusses strategies for marketers to focus on key landing pages and optimize them based on organic search data. It recommends identifying top landing pages and keywords to focus optimization efforts. The document also suggests techniques like creating word clouds and using Google Keyword Planner to analyze keyword phrases and opportunities. A case study example shows how focusing on converting pages can improve rankings, click-through rate, conversion rates and values.

1. How Marketers Can Deal With
[NOT PROVIDED]
Focus On What Matters &
Reverse Engineering Your Page
Alan K’necht
Digital Always Media
Partner: Analytics & Social
@aknecht

2. About Me
• Working with the Internet since 1994
• Started with Digital Analytics in 1995
• Also been a:
– Web developer
– Analyst
– SEO/Social Media
• Teach Digital Analytics for USF Online
• Published 1st book in 2010
@aknecht

3. About DAM
• Provides SEO, Social & Analytics
Services & Consulting
@aknecht

4. The Ultimate KPI/Metric
@aknecht

5. Understand the Power of
Data Sampling
• Don’t worry about “Not Provided”
• Do you have a good sample?
– 10-20% is a good sample
• Election polls sample less than 1% &
accurate within 4% - 4 out 5 times
• Reverse Engineering gives a good sample
@aknecht

6. Key Metric
• Conversion rate
– By Landing Page
• But which phrase(s)
– Drive traffic
– Does the page generate conversations
@aknecht

7. Focus on Non-Branded Terms
• Non branded terms
– Opportunity to expand brand
– Find people who don’t know about you
@aknecht

8. Keywords Are Secondary
• Don’t worry about specific phrases
• Think Landing Pages for organic instead
– Which ones are they?
– Are these the landing pages you want?
• Do they lead to conversions?
– What can be done improve traffic to page
• Work backwards
@aknecht

9. Identify Key Landing
• Examine landing pages in Analytics
@aknecht

10. Filter For Only Organic Search
• Create a Filter or Segment (GA)
@aknecht

11. @aknecht

12. @aknecht

13. Create a Word Cloud
@aknecht

14. Create a Word Cloud
Created using: http://www.jasondavies.com
@aknecht

15. Extract Dominant Words
Created using: http://www.jasondavies.com
@aknecht

16. Build Likely Phrases
• Keywords:
– Lasik, savings, cost, financing
• Likely Phrase
– Cost of Lasik
– Financing Lasik
– Saving on Lasik
@aknecht

17. Use GWMT to Find Phrases
@aknecht

18. Use GWMT to Find Phrases
Opportunity?: Optimize for word “Surgery” on page
@aknecht

19. Extract Dominant Words
Created using: http://www.jasondavies.com
@aknecht

20. Fixing Key Landing Pages
• Lasik eye surgery cost
@aknecht

21. • Compare Conversion rate for each page
– /cost-of-lasik/ = 6.02%
– /cost-of-lasik/....Canada = 3.49%
@aknecht

22. Where are the Opportunities
• Examine list of matching keyword
– Sort by Impressions
– Is there room for SERP improvements
– What can be done to improve CTR
• Examine Specific Landing Pages
• Conclusion:
• Put SEO &CRO into/cost-of-lasik/
• Get more traffic with higher conversion rates
@aknecht

23. Repeat
• Repeat for all landing pages to specific
keyword phrases (top 10 pages)
• Compare:
– Engagement Rate
– Conversion Rate
• Identify best landing page for Keywords
@aknecht

24. Optimize
• Which is it better to optimize?
– Top landing page for better conversion
– Top converting page for better traffic
@aknecht

25. CASE STUDY
@aknecht

26. Focused on Converting Pages
• Goal improve ranking & CTR
• Results
– Slight reduction in organic traffic
– Increase in conversion & conversion value
@aknecht

27. Impact of Optimization
@aknecht

28. Take the Time & Dig
• Segment Regional data by
– Branded vs non-branded
– Primary phrases vs secondary phrases
– Keyword phrases length
• 2 word vs. 3 word vs. 4 word phrases
• Export WMT Data to CSV
– Import into a database for data mining
@aknecht

29. Thank You
Alan K’necht
alan@DigitalAlwaysMedia.com
@aknecht
Type my name into Google
@aknecht