Every month, we provide customers with what we think is the most important information with our Digital Marketing Reporting. There is nothing like a graph or two to ‘see’ progress.
We spend most of our time looking at groups of keywords, but standing back and looking at changes over time guides us towards trends which are not always visible when looking close up through the microscope.
These can be different for everyone, for phone calls and completed forms. For e-commerce they could be deals, or ‘conversion actions’ some step that measures the relative interest, and therefore value, of traffic.
However, for most, increasing conversion actions may be considered growing the likelihood of getting more enquiries.
Without conversions, there is very little point in getting the traffic!
We ‘split’ or segment the traffic and conversions into the following categories, so that we can see the underlying sources of website traffic, and trends.
These people will search Google for the brand name, or come directly to the website.
Return visits are valuable, shown by a higher rate of conversion, particularly for higher value products and solutions.
The ‘conversion’ doesn’t always, or often, happen on the first visit. These visitors can be existing customers, referrals, and most likely, previous website visitors (Remarketing always brings more direct and brand visitors, it’s really good value advertising)
It answers the question:
Broadly, how well are we doing? As a business
Paid (Non Brand)
These are most often new visits from Google Search Adwords, Paid Ads.
Because we can choose the search terms that we advertise against, this should become one of the most valuable channels that there could be for new business.
More than likely ‘new business’
Ads for these visits are usually very targeted at commercial keywords, and are highly likely to be the people who are most directly interested in goods and services that you offer.
We exclude any visits that were generated from phrases that include the brand name, to try and show new prospects only.
Organic (Non Brand)
Free visits from Search Engines EXCLUDING Brand terms, these visits can be quite random.
There can be a big difference between very similar words, for example consider ‘toy dog’ vs ‘dog toy’. Google doesn’t always get it right, and is not exclusively focussed on commercial orientated traffic.
Information keywords usually have much higher volumes, but they are much less likely to turn into business. And, for local businesses, the difference in the value of visitors who live nearby can be enormous.
A right old mixture
The visitors are a mixture of hot prospects, ‘vaguely interested’ and those who arrived at the website by mistake. The conversion rate of organic traffic tends to be low because of a large proportion of ‘information traffic’.
Lead Generating Keywords
Fewer than 1 in 200 keywords can be responsible for pretty much all new website business.
It’s market share of the valuable phrases that we most want. One of the few ways to increase market share is to pay to advertise under those very specific keywords. Indeed, for Organic Traffic, Google have stopped reporting the keywords along with the visit.
If we want to know which ones they are, we have to pay for them.
However, once we are confident in what we’re looking for, then we can scour the google graph to see how we could get more of the ‘traffic that matters’.
Converting Keyword Rankings
Plotting where we rank in the search engines for converting keywords is a useful thing to do. It helps us know what to focus on.
Even with the advent of personalised search results and localisation, and some ‘not provided’ keywords, the fact is that converting keywords are the specks of gold that we need to raise to the surface and study.
We don’t tend to report on these separately, although we act on them. We are happy to discuss these whenever you’d like.
Converting Keywords are so valuable, understanding those phrases that generate calls from the website is very important. One of the most important advances in web marketing is to track phone calls back to the keyword the web visitor used to find us –
Some companies have two out of three enquiries by phone, and when we have sight of the keywords that generated these conversions, the costs per lead look much less expensive and hence we have a better idea of when customers are ‘getting their money back’, on a campaign (keyword).
With our phone tracking linking back directly to our Google Analytics this gives us the information to be able to make progress much faster