How to Get the Most From the Website Visitors You Already Have

Transcription

1 How to Get the Most From the Website Visitors You Already Have Michele Linn Editorial Strategy Advisor Content Marketing Institute 0 1 1

2 15 17% 2 What should we be doing with the existing content on our website? 3 2

3 Which pages have the biggest opportunities to do more for our brand? 4 What actions should I take on those pages? 5 3

4 How do I stay organized? 6 3 Google Analytics Reports + 5 Scenarios (And a bunch of tips thrown in) 7 4

5 3 Key Reports Site Traffic Conversions Traffic from Organic Search 8 Site Traffic Conversions Traffic from Organic Search 9 5

6 A (too) common goal for your website Traffic** ** 78% of B2B marketers use website traffic to determine how well their content produces results 10 Just because a page gets a lot of traffic does not mean it s an effective page. 11 6

7 Site Traffic But... high traffic pages = a lot of eyeballs (and potential opportunities) 12 Behavior > Site Content > All Pages 13 7

8 Site Traffic Conversions Traffic from Organic Search 14 A better goal for your website Traffic Conversions ** These are the actions you want someone to take. 15 8

9 Conversions Setting up a goal Conversions Step 1: Set up a goal Source: Andy Crestodina at Orbit Media: 16 Setting Up a New Goal Admin > Goals > New Goal 17 9

10 Conversions Step 2: Report on results Conversions > Goals > Overview 18 Site Traffic Conversions Traffic from Organic Search 19 10

11 If a page is getting a lot of traffic from search: 1. Make changes with care if you don t want to negatively impact the rankings. 2. Take advantage of additional tools to learn more about what is happening on these pages. 20 If a page is not getting a lot of traffic from search: You may have an opportunity to get more traffic.** ** If it s the right kind of page

12 Traffic from Organic Search Traffic from Organic Search Acquisition > All Traffic > Channels > Organic Search 22 Primary Dimension > Landing Page 23 12

13 3 Key Reports Site Traffic Conversions Traffic from Organic Search 24 5 Scenarios 25 13

14 Optimize this page for better conversions Optimize this page for search Re-share on social Link to this page from high-traffic pages Re-run this if a blog post Holy grail: High traffic + high conversions + high search Search optimizer: High traffic + high conversions + low search High traffic dud: High traffic+ low conversions + low search High traffic dud with search: High traffic + low conversions + high search Conversion champion: Low traffic + high conversions + low search Not needed Not needed Yes Yes Not needed H H Not needed H No improve conversions first No improve conversions first Yes Yes H H No No No No No No H H H H 26 Scenario #1: Holy Grail Pages High traffic + High conversions + High search volume 27 14

15 Keep these pages performing as they are. 28 Track and review these pages regularly (e.g. quarterly) for currency and performance

16 Scenario #1: Holy Grail Pages Optimize this page for better conversions Optimize this page for search Re-share on social Link to this page from high-traffic pages Re-run this if a blog post Holy Grail: High traffic + high conversions + high search Not needed Not needed Yes Yes H 30 Scenario #2: Search Optimizers High traffic + High conversions + Low search volume 31 16

17 Scenario #2: Search Optimizers Optimize this page for better conversions Optimize this page for search Re-share on social Link to this page from high-traffic pages Re-run this if a blog post Search optimizers High traffic + high conversions + low search Not needed H Yes Yes H 32 Scenario #3: High Traffic Duds High traffic + Low conversions + Low search volume 33 17

18 Scenario #3: High traffic duds Optimize this page for better conversions Optimize this page for search Re-share on social Link to this page from high-traffic pages Re-run this if a blog post High traffic duds High traffic+ low conversions + low search H No improve conversions first No No No 34 It may be OK that the page does not convert well if visitors are going to other pages that convert well

19 What are people doing once they get to this page? Behavior > Site Content > All Pages > Click on page you want to review > Navigation Summary 36 Links From Your Site: Navigation Summary Next page path = The page on your site that someone visited after arriving on this page

20 Scenario #4: High Traffic Duds with High Search High traffic + Low conversions + High search volume 38 Scenario #4: High Traffic Duds with High Search Optimize this page for better conversions Optimize this page for search Re-share on social Link to this page from high-traffic pages Re-run this if a blog post High traffic dud with Search High traffic + low conversions + high search H No improve conversions first No No No 39 20

21 If a page has a high search volume, you have additional opportunities to learn what people want to get from that page 40 Using SEMrush 41 21

22 Using SEMrush 42 Scenario #5: Conversion Champions Low traffic + High conversions + Low search volume 43 22

23 Share these pages liberally! 44 Scenario #5: Conversion Champions Optimize this page for better conversions Optimize this page for search Re-share on social Link to this page from high-traffic pages Re-run this if a blog post Conversion champion Low traffic + high conversions + low search Not needed H H H H 45 23

24 Optimize this page for better conversions Optimize this page for search Re-share on social Link to this page from high-traffic pages Re-run this if a blog post Holy grail: High traffic + high conversions + high search Search optimizer: High traffic + high conversions + low search High traffic dud: High traffic+ low conversions + low search High traffic dud with search: High traffic + low conversions + high search Conversion champion: Low traffic + high conversions + low search Not needed Not needed Yes Yes Not needed H H Not needed H No improve conversions first No improve conversions first Yes Yes H H No No No No No No H H H H 46 Examples: Putting These Scenarios in Practice 47 24

25 Example 1: Evergreen Page 48 High traffic High search volume Low conversions 49 25

26 Scenario #4: High Traffic Duds with High Search 50 Scenario #4: High Traffic Duds with High Search Optimize this page for better conversions Optimize this page for search Re-share on social Link to this page from high-traffic pages Re-run this if a blog post High traffic + low conversions + high search H No improve conversions first No No No 51 26

27 What are people doing on this page? 52 Navigation Summary Before Changes Too many people going to a page that does not convert 53 27

28 What do people on this page want to learn about?

29 SEMrush can help you

30 Add link to relevant pages that convert well 58 Navigation Summary After Changes More people are going to pages that convert well

31 Example 2: Blog post 60 High traffic High search volume High conversions 61 31

32 Scenario #1: Holy Grail Page 62 Scenario #1: Holy Grail Pages Optimize this page for better conversions Optimize this page for search Re-share on social Link to this page from high-traffic pages Re-run this if a blog post Holy Grail: High traffic + high conversions + high search Not needed Not needed Yes Yes H 63 32

33 Both versions: High traffic High search volume** High conversions ** We optimized both for different search terms so they appear for different keywords. 64 Get Organized 65 33

34 Save your key reports 66 Save your key reports Customize Customize report report and and select select save. save

35 Access your key reports Customization > Saved Reports 68 Export data for 3 key reports 69 35

36 Export data for 3 key reports 70 Rank the Traffic and Search Pages 71 36

37 Calculate Conversion Percentages and Rank 72 While the raw number of conversions is mildly interesting, the percentage of conversions per pageview is key

38 Conversion Percentage = Number of conversions Pageviews ** 74 Calculate Conversion Percentages and Rank 75 38

39 Create A Master List 76 Track Opportunities 77 39

40 Track Opportunities 78 Annotate Google Analytics 79 40

41 General Tips You have many opportunities right in front of you Set up goals now Dedicate some time around planning season to identify opportunities Get organized so you know exactly which pages to work on + how to spend your time on each page for the biggest bang This is part art, part science; you will need to make judgment calls 80 Michele Linn Editorial Strategy Advisor Content Marketing Institute michele@linncommunications.com 81 41