How this guide helps you
One of the biggest frustrations for website owners is the inability to see the keywords typed by people who came into the website from a Google organic search.
When we originally created A1WebStats, Google gave visibility of those keywords but those days are gone and you won’t get Google organic keyword phrases in A1WebStats, Google Analytics, nor any other way (apart from the occasional one that slips through).
Why do Google stop you seeing the keywords people searched on? We did a blog some time ago that went into this in more detail so please do click here if that’s of interest.
The reality though is that you just won’t see those Google organic search keywords anymore. In a way, that’s a good thing because it means that you can focus on what really matters which is:
Whether or not people land on certain pages, or get to certain pages, how well did those pages facilitate that potential buyer wanting to make contact?
So what if you are on page 1 of Google when people type a particular keyword phrase? What matters is how well those people convert to enquiries. We’ve seen numerous websites that obsess over getting high organic Google rankings but those same websites are incapable of converting that traffic into enquiries.
This guide takes you through an alternative viewpoint to the problem of not being able to see the keywords that brought people to your website from a Google organic search.
Taking a hypothetical example of a widgets company, you need to look at the products or services you offer and keep an ongoing view of the pages related to those products or services, plus enquiries you gained.
Our suggestion is to use A1WebStats to extract data each month focusing on the number of people landing on each product or service page, and the number of people who visited each product or service page. This data can then be added to a spreadsheet and you can add in data related to how many enquiries were gained and how that worked out as a percentage, as you can see in the example below.
When you’ve built up data for at least a couple of months then it becomes statistically meaningful. You could optionally create graphs that show you patterns over time.
Taking the example above, the widgets company would see that the Red Widgets product had the strongest levels of enquiries, even though that page had the lowest number of visitors. This allows them to analyse whether there’s something particularly strong about that Red Widgets page (and supporting pages), compared to other widgets pages.
So what happens when you identify that certain products/services aren’t getting good enquiry levels compared to the number of people who visit those pages … and you really don’t understand why not?
In the first instance, if you’re a paying A1WebStats subscriber then you can contact us for some free advice. Alternatively, you can go through the following process.
How to fix underperforming product or service pages
- Go to a search engine and type in phrases related to the products/services you offer.
- Identify competitors that appear in the search results.
- Look at their products/services pages that are the same as those you offer.
- Try to identify elements of those pages (or pages they link off to) that make you think “yes, that would make my website stronger!”
- Go and do something about it.
- Keep measuring your conversion rates from each product/service page.
As an example, if you don’t get good enquiries related to green widgets and you see another website that has case studies and testimonials about green widgets they’ve supplied, and another website that makes it clear they supply green widgets nationwide (instead of what could be perceived as a local offering), then you’re hopefully going to take those positives and recreate them within your own website.
Finally, returning to the whole subject of being able to see keyword phrases that people typed and led to them landing on your website …
Yes, it would be useful to know what brought people in (so that you can do more of the same/similar) and there are certainly software tools out there that track your positioning for numerous keyword phases (ask us if you need more information on those).
However, keywords visibility is not coming back (from Google, anyway) and so, rather than worry about it, we’d suggest the more proactive view would be to analyse what you gain from those who DO land on your website product or service pages, and those who navigate through to those pages.