At ProspectMX, we are proud to say that we aren’t just another internet marketing company that can rank websites with no regard for business goals. While sending an increased amount of traffic to a client website is a goal in nearly every campaign we launch, that increase in traffic is worthless if it doesn’t lead to more conversions on a site.
One of our clients recently came to us with a great question after noticing that a keyword was converting on their site while also generating traffic to on more than one webpage:
“Which landing page converts the best on my site for this keyword?”
The video above is a Google Analytics tutorial showing how to find keyword conversion by landing page. Hope you find it helpful. Enjoy!
So why is this Google Analytics tutorial valuable?
Because the information this analytics data provides can dictate which pages should rank for a particular search query in order to maximize conversions.
In the video above, the webpage that is home to our SEO link building chart drives more traffic than our homepage for the search term “SEO link building.” However, when reviewing goal conversion data by keyword, our homepage generates a much higher percentage of web leads and proposal requests for that same keyword.
So, from an search engine rankings perspective, the page hosting the link building chart is considered more relevant for the term “SEO link building” than our homepage. The ProspectMX.com homepage, in contrast, seems to be the better choice for generating conversions for that same keyword.
Based on these findings, it would be my recommendation to the client that the higher converting page should have a stronger presence for the search term. Perhaps a link building campaign and a review of the on-page optimization could done for that page, with the goal of creating an indented search result of the higher converting page underneath the higher ranking, traffic-generating page.
Search result listings that also include indented listings generally acquire a higher percentage of clicks than surrounding results without an indent. In some studies, the no. 2 search result with an indent even gets more click-throughs than the no. 1 search without an indent.
