We all know that measuring your website’s performance is important. And if you don’t know, well then I encourage you to check out our white paper on measuring your website optimization results.
Still I think some of us, me included, could use a few tips on utilizing Google Analytics to the fullest extent, especially when it comes to finding ideas for website content. So whenever I find a neato Google Analytics hack that helps me in this process, my first thoughts are always: (1) how I can use this in TeleVox’s SEO strategy and (2) could our customers use this as well?
I found a way to extract good “frequently asked questions” ideas from your keywords report that is housed in your Google Analytics. This is especially helpful when you have a lot of keywords that you appear for and don’t have the time to sort through all of them and separate the wheat from the chaff. So it’s almost like a tailored report that helps you identify good topics to address on your website, either in your FAQs or in other places within the website.
A few things to keep in mind:
- Don’t brush off a keyword phrase just because only one person searched for it, or it’s too long or quirky.
- Look at your bounce rate for each of these queries. Your bounce rate shows the percentage of people who immediately left the page upon arrival or took no action. If your bounce rate is high for any of these queries, that’s a good opportunity for new content.
- Try to identify patterns. You may have five keywords phrases on the list that do not match in any way at all…but the searchers may have all been looking for answers to the same question, just in different ways. So try to identify patterns in intent.
- Search engines love a helpful website with a lot of great content. Don’t be afraid to answer some of the questions that appear in your report.
How to set this report up in Google Analytics
- Log in to your Google Analytics account and pull up your website’s profile
- You’ll arrive to the main Reporting tab
- Look on your left navigation and go to Traffic Sources
- Under Traffic Sources, click Sources, then Search, then Organic
You will then see a list of keywords. You’ll want to tailor this list down to keyword phrases that will be good to use for FAQs. This part is really easy…just follow these steps:
- Go to Advanced Segments (look above your graph)
- Go to New Custom Segment
- Give your report a name like “FAQ Ideas”
- Use the drop-downs to select the following options: Include, then Keyword, then Matching RegExp then paste the following into the text box:
Once you save, you’re good to go. To access the report, simply go to Advanced Segments and choose your named report from the list.
Be sure to check out Beyond the Site and subscribe if you want more helpful tips on how to get the most out of your web presence.