Posted by: Leslie Russell, Senior Marketing Coordinator
Analytics tools provide tremendous insight into the activity that is taking place on your website. These tools, such as Google Analytics or Omniture, reveal how users reach your website by disclosing the keyword phrases that are driving traffic, generating the best performance and helping drive the highest conversions. Plus, Analytics tools will break down your top-performing keywords based on paid traffic and organic traffic. All of this can be a big help in your search engine marketing (SEM) campaigns.
By narrowing in on the data that these tools make available you are able to expand your keyword list based on your most successful keywords with the help of other keyword tools. Once you’ve identified the best performing keywords generating the highest ROI, you can use Google’s Search-Based Keyword Tool to find additional keyword phrases related to your top terms.
With your newly identified keywords, leverage Google Insights to find out which of these new keywords are most relevant to your program goals. Insights shows you how your new terms are trending, point out geographies where interest in these phrases is the highest and provide additional keyword suggestions based on break-out and rising search queries. Staying on top of search trends will keep your marketing campaigns fresh and relevant to your consumers.
Once you have taken a look at your top-performing keywords, expanded your keyword set, and evaluated the keywords based on industry information, you’re ready to implement them in your SEM campaigns. Remember to continually check in on the performance of newly added keywords to ensure they are providing quality traffic, leads and ROI.
