Google Analytics Goal Tracking: How to Find Converting Keywords
NASHVILLE, TENNESSEE – The SEO game is fast. Google is constantly changing algorithms. Panda and Penguin updates upset some of the gray- to black-hat SEO work that you’ve already implemented.
How do we know if our efforts are paying off? Maybe we see an increase in site traffic as a result of our labors. Maybe we even see an increase in business. But let’s remember the point of all this blogging, social media sharing, link building and on-page optimization: to sell your product.
With Google Analytics, you can track the exact keywords that lead to customer conversions. Analytics offers different kinds of goal tracking, but before we delve into these, let’s first go over what “Web analytics” means. Master Google’s Manager of Operations Saeed Khosravi defines Web analytics as: “where the visitors (traffic) have come from, what they have done on the site, when their interaction with your site is accomplishing the certain objectives of your site, and then when a conversion has occurred.”
About Google Analytics Goals
Google Analytics allows users to use four types of goals to measure success.
First is URL destination. You may be interested in measuring the analytics of users who fill out your contact form or who are directed to a “Download Complete” page.
Second is visit duration. Visit duration, as you may have reasoned, allows you to set a goal based on how long a visitor stays on your page. You may be interested in which pages attract viewers for more than two minutes, or you may want to know if your newly designed pages are doing their job of engrossing viewers.
Third is pages per visit. You may set your magic number at four. Your goal will be met once a visitor visits four pages of your website. This information could help you determine your most popular and least popular content.
Fourth is event tracking. Users can set up any event they wish to see tracked. This could be the download of a certain PDF on your website. It could be clicking a certain button or link.
Google Analytics allows you to set up to 20 goals. There are four sets of goals available with five goals listed in each subset; therefore you can determine up to 20 goals. Decide what goals you would like to track. Think of your endgame. If you sell products from your website, you may want to track the time visitors are browsing on your product pages. If you own a dental office, you may be interested in gaining new clients. In this case, tracking the amount of visitors that schedule an appointment would be a good goal to measure. When you set up a new goal, you’ll have to choose its type – either URL destination, visit duration, page/visit or event.
How to Set up Goals In Google Analytics
Google Analytics gives detailed instructions on setting up goals on their support page, but I’ll give you a quickie version here:
1. Sign in to Google Analytics.
2. Click the “Admin” tab at the top right of the screen.
3. Choose the “Profile” that you want to track. If you only have one profile, don’t worry about this step.
4. Select the sub-tab “Goals.” You will see four sets of goals, and each set will tell you how many goals you have remaining.
5. Add a goal by clicking “+goal.”
6. Give the goal an easily recognizable name.
7. Choose the type of goal you want to track from the ones listed in the section above.
8. Enter the specifics for your desired goal.
How to Determine Converting Keywords
Now that you’ve set your goals in Google Analytics, you can start tracking the converting keywords relevant to your business.
To find your converting keywords:
1. Sign in to Google Analytics.
2. On the left navigation bar, select Traffic SourcesSourcesSearchOrganic.
3. Look for your goals defined above the Visits graph and below the Explorer tab.
4. Select your desired goal.
5. You should now see your converting keywords with detailed analytics below the graph.
Elisa Gabbert at Search Engine Journal discusses how to find converting keywords. She mentions certain types of keywords that regularly show up for Search Engine Journal, including brand keywords, how-to keywords, geographic/location keywords and product keywords.
“You can also use your research to inform your future content marketing efforts, “ Gabbert writes. “When creating and scheduling new content, prioritize keywords that fit into the patterns you identified.”
Knowing your converting keywords will help drive more traffic and more business. Capitalize on keywords with low competition and continue to use the converting keywords that work for your business.