How to Find Your Top Keywords in the New Google Analytics

If you’re like me, you had trouble originally finding where the top keywords were in the new Google Analytics dashboard. It used to be under Traffic Sources > Keywords, but now it’s under Traffic Sources > Sources > Search > Organic.

Google Analytics Organic Search Keywords report shows Site Usage with Keyword, Visits, Pages/Visit, Average Time on Site, % New Visits, and Bounce Rate as the default metrics. Most of the time its best to have high Visits and a low Bounce Rate, but not always.

When you’re reviewing your keywords, look for problems people are trying to solve, issues their having, or products their trying to find. If you’re not solving these problems, know the answer to these issues, or sell what they’re looking for, these are opportunities for you to grow.

Erich Stauffer is a search engine optimization (SEO) web design firm located just north of Indianapolis. We specialize in helping business owners create great content to make it easy for people looking to solve problems to find them as the answer.

What problems do you need solved?

Sales Insight from Google Analytics Service Providers

Google Analytics’ Service Providers listing can give you insight into who is visiting your website each month.

I was showing one of my client’s their web statistics for the month via Google Analytics and discovered that there was some useful information that I hadn’t been sharing before. When I showed them the Visitors section I drilled down through Network Properties to show them the Service Providers. While Google may have intended this to show Internet Service Providers (ISPs), if a company has a T1 or other type of prosumer connection to the Internet, the name of the business will display instead of the ISP. What that means is that the client now has a view of some of the businesses visiting their site and how often.

For those with an active sales pipeline, information like this can be invaluable. Who better to sell to than those who have already been visiting your site? In the case of the client who helped me discover this, they found out someone at a major corporation had been viewing their web site regularly. Now, it could be anyone at that company and it could be for any number of reasons, but what it does indicate is that your web site has something they keep coming back for. When we reviewed the history of that company, they had visited almost every month for the past year. I’ve since started emailing out this page specifically as part of my monthly hosting report.

Too Much Information?

Depending on the amount of traffic your web site has, you may need to use the filter at the bottom of the listings (not pictured). You can either include or exclude words by using the “containing” or “excluding” drop-down, respectively. Use ‘pipes’ instead of spaces or commas to search or exclude multiple terms. For example, to exclude the most popular ISPs, you would write something like this:

verizon|comcast|road runner|embarq|sprint|bellsouth

Advanced Filter

For a more advanced Service Providers search, try the Advanced Filter. Click “Advanced Filter” next to the search box, which brings up the dimension “Service Provider” with the condition “Containing” and a blank value. That much is the same, so here is the ‘advanced’ part. If you want to contain one or more values (remember to use the pipes) and exclude others, add a second dimension for “Service Provider” and choose excluding and your search value.

But wait, there’s more. As you may have noticed, you can also add a metric for Visits, Pages/Visit, Avg. Time on Site, % New Visits, Bounce Rate, and Goals. When used together with Service Provider, you can seek and sort the visitors by number of visits, number of pages, and so on. This is a potentially very powerful sales tool and one that should not be overlooked in your web analytics.

IP Exclusion

If you want to exclude your own business or your webmaster’s business from Google Analytics, which can sometimes skew your data, use the IP exclusion feature. To do this, click on the “Edit” button for your site on the main profile page. On the “Profile Settings” page, scroll down the page until you see the box named “Filters Applied to Profile” (below goals). Click on the “Add Filter” link, and you’ll be taken to the “Create New Filter” page. Once there, put in the IP address(es) you want excluded and then click “Save Changes”. This will keep your business from being counted in Google Analytics. If you’re not sure what your IP address is, just Google, “What is my IP?”

Keyword Metrics for Success

Research and Analysis Metrics

Micro-niches are identified as the number one keyword receiving at least 80 searches per day and websites containing that keyword being less than 30,000 globally. The key is to find that sweet spot on the matrix of high traffic and low competition. To do this, find keywords which match the following criteria:

At least three keywords other keywords within the micro-niche with similar criteria must also be identified, if not, start over.  Top ten competition for the top four keywords has to be penetrable within the time allowed (usually no more than 30 days). Once you find five total keyword phrases you can begin to create a website, market, and begin testing.

Metrics to consider are:

  • Domain age
  • # of back-links to domain
  • # of back-links to page mentioning the keyword
  • # of back-links from .gov or .edu domains
  • Exists in Yahoo! Directory?
  • Exists in BOTW (Best of the Web) Directory?
  • Exists in DMOZ (ODP) Directory?

Need more web directories?

If the competition has a young domain age, a low number of back-links, and does not exist in any of these directories, then the market is penetrable.  If the opposite is true, stop and start over.

Check to see that related products are both available to be sold and are being sold by others.  If either is not true, stop and start over.

If both of those tests pass, then make sure the products are giving a referral amount that you deem acceptable.  If not, stop and start over. Otherwise, you now have products in a penetrable micro-niche that are profitable to sell.

Marketing and Testing

Begin by setting up a place to place your products.  This is where your marketing efforts will point back to.  It can be a Squidoo page, Blogger, or WordPress.com or WordPress running on your own domain.

If you are using Blogspot or WordPress, install Google Analytics to track traffic.  If using Squidoo or Hubpages, there are tracking mechanisms built into the site. You can’t manage what you are aren’t measuring so track everything you can.

Use the following chart to give you an idea of how to setup your web site for maximum keyword use and Google dominance.

Once you have content on your primary landing pages and sub-pages, begin to create back-links to your site by placing links to the domain, the blog posts, and the the product pages on social bookmarking, social media, and in blog comments in your related market.  Be sure to add links from .edu and .gov domains. You can search Google specifically for blogs on those domains manually by using the following syntax:

site:.edu “post a comment” –“comments are closed” “[enter your keyword here]”

Track the incoming page hits.  Testing for viability can begin only after your product’s page is receiving at least 200 hits per day.  If you are not getting 200 hits per day, then try these things first:

  • Increase the number of blog posts on and off the site using other services like hubpages and squidoo – then promote all of the new posts again
  • Make sure you are promoting on at least 30 different sites for each post – you can use services like ping.fm or trafficbug to assist with this task
  • Pay to have your site listed in the Yahoo! Directory
  • Pay for Google Adwords or Bing (Microsoft) AdCenter
  • Add pictures with descriptive text to get hits from search engine’s image searches
  • Add video to Youtube with links and comment on other videos in your micro-niche
  • Make sure you are posting to Twitter and Facebook regularly and engaging in conversation, not just promoting

If after 30 days or at your own set threshold, you are still not receiving 200 hits or more per day, your product is not viable.  Consider selling your website on Flippa or Sedo.  You have just found one of your 1 in 8 failures.

If you do have over 200 hits per day, but are not getting conversions, first try changing out your ad copy, images of the products, and/or placement of the two on the page.  If after changing all three of these variables and still your conversion rate (revenue) is below your expenses, then sell your domain and start over.  If not, you have a profitable online business.