Identify Your Converting Keywords In Google Analytics

Generally, whenever we start an SEO campaign for a client, we try to find out which types of ‘conversion’ they have on their website. This ranges from enquiry forms and quote requests, to ‘call me back’ buttons and newsletter signups. This data usually provides us with an idea of how well a campaign is progressing, which is great. However, delving further into this data can provide more info, allowing for more targeted optimisation. One of the things we like to look at is a top performing keywords report.
To set this up, we first need to create a custom report in Analytics. To start, select ‘customization’ from the top navigation bar, then ‘+ New Custom Report’.
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At this point you’ll be greeted by the following screen (which looks more scary that it actually is):
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The first thing to do here is to give the report a descriptive name, so that you know what it is for future reference. We usually call this report something like ‘Goals By Medium By Keyword’, which works well. Next, you need to add any relevant metrics, which are the things you want to measure. In this case, it’s ‘goal completions’ that you need to have here. You could also throw in individual conversion types (if you have more than one), conversion rate, and anyhting else you want to:
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Now that you know what you want to measure, you need to add the ‘metrics’ that you want to see in the report. At this point, you could just add in keywords, but we like to add an extra level of data to the report by putting in ‘medium’ first. This method allows you to identify the top keywords from separate campaigns that you might be running (e.g. SEO, PPC, etc). It should look something like this:
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You can then add any additional filters to the data and select extra profiles to add the report to should you wish. Alternatively, click save and you’re done!
If you then navigate to the report you just created, you should see something similar to the below:
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This will split down your goal completions by the medium that generated them. If you then click one (e.g. organic), you will see a breakdown of the keywords that converted from that medium. You can then use this data to analyse your best performing terms and optimise accordingly.
If you’d rather somebody else take care of this type of thing for you, or if you just need a hand setting things up contact the SEO team today >>

Written by Alex Wright

Head of Search