In this video, Brafton's Client Support Manager Stefanie D'Aulizio offers insights on how to use analytics to find your top-performing keywords, as well as tips on fueling them with content your audiences want.

Brafton shares insights on finding your best converting keywords and using them to fuel content that your audiences want in this month’s installment of our Third Thursday Tips video series! Brafton’s Client Support Manager Stefanie D’Aulizio offers insights on finding your most convertible SEO keywords through analytics, and provides simple solutions for analyzing top phrases to create keyword-rich content that will engage your audiences. Check out the full video below:

Video Transcript:

In order to build a content strategy that maximizes your top-performing keywords, first make sure you understand which key phrases you’re already winning on. You can use your analytics tool to discover which keywords are driving success.

For example, with Google Analytics:

  • Build custom segments around your goals. Then you can assess your keywords from the perspective of traffic that’s taken actions that matter most.
  • When you look at your organic search traffic, apply your conversion segment. You’ll see which keywords bring in search audiences that go on to complete your website goals.
  • You can take this to the next level by separating your goals into different custom segments. Then, you can see which keywords drive traffic that fuels individual goals as well as which ones drive the most activity overall.

Once you’ve identified the keywords that support your business goals, analyze them to understand what type of content converting search traffic wants.

  • Are there a high proportion of brand searches?
  • Are some of the keywords clearly being used to help searchers learn “how to” do something?
  • Maybe there are some that are direct matches or variations on your products and services.
  • Do others keywords speak to recent events in your industry that would make prospects turn to you?

Ask yourself, what do these visitors want to learn? You’ll want to understand these queries so you can fuel your content and keyword strategy with the type of information searchers are looking for.

  • Take action and use your keywords as part of a content marketing strategy to tell the right stories for your audiences.
  • For product or service keywords, build landing pages if they don’t already have them, and consider turning these phrases into glossary terms to fulfill information-driven queries.
  • You should treat timely terms as topic ideas that guide the creation of blogs, industry news or articles to make your site a valuable resource. In fact, all of your top keywords can be subject-matter focus areas for ongoing content.
  • How-to queries can be transformed into how-to blogs and articles on your site, as well.

Any good content – or keyword – strategy is going to be dynamic based on what users want. Always be on the lookout for changes in keyword performance, and be proactive about adding to your keyword list and content topics.

And last – but the opposite of least – make sure conversion opportunities are easy and intuitive for searchers.

  • Keep the information on pages relevant to the keywords at hand so users will stay on site, and give them easy ways to convert.
  • Don’t make them go 10 clicks deep to convert.
  • Put your keywords with conversion track records directly in CTAs on relevant pages.

Give search visitors what they’re looking for: keyword-relevant information and simple click pathways – and you’ll be more likely to get what you’re looking for: conversions.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.