International SEO
Target Visitors who want to Buy using Web Analytics
A great way to improve your website is through studying your web analytics. There are many statistics you can look at, but today I want to focus on one in particular. I’ll use our site as an example. One of the most important applications we sell is product configurators for industrial websites. There are two ways we can sell more of these – get more people who are looking for configurators to the site or get more of those people to contact us for quote.
We can do this by analyzing the specific traffic that is going to our Configurators page. Then we’ll make adjustments to that page based on our analysis to gain more visibility. Take a look at the graph below, taken from Google Analytics.
This graph shows the top keyword referrers for our Configurators page of website. These are the actual keywords that people typed in the search engines that led them to our Configurators page. The numbers I want to focus on are mainly the Bounce Rate and also the Time on Page. The Bounce Rate shows how many people left your page without going to any other page on your site. So they either hit the back button or closed their browser. Since we want out visitors to move though out our site and contact us, we don’t want our visitors to ‘bounce’. In other words, a low bounce rate is good. Time on Page shows the average amount of time a visitor spent on a page. In this case, we want a high number. We want our visitors to spend time reading the content on our page. Let’s see what we have.
The first thing that stands out to me are the keywords “web site design with configurators” and “custom configurator builder” since these have 0% Bounce Rate! Since the average Bounce Rate is about 45%, this is a fantastic number. The Bounce Rate for “product configuration builder” and “custom configurator web builder” also fall around or below average. Now, let’s look at the Average Time on Page for these keywords. It looks like “custom configurator builder” is high with 1:54 and “custom configurator web builder” is very low at 6 seconds. “Part number builder” and “product configurator” both have high a High Bounce Rate over 76%. “Product configurators” and “Configurators” are lower, but still above average. “Configurators” has a good Average Time on Page, though.
After looking at these statistics, I can now rank the keywords in order from best to worst. .
High Quality
1. custom configurator builder 4
2. configurators 3
3. web site design with configurators, not in top 20
4. product configuration builder 2
5. product configurators 4
The Rest
6. part number builder
7. custom configurator web builder
8. product configurators
Next I’ll need to check the rankings for the keywords for keywords number 1- 5. The other three have too high of a Bounce Rate or to low of Average Time on Page to be considered high quality keywords so we don’t want to spend our energy on those.
1. custom configurator builder 4, 10, 3
2. configurators 3, 11, 6
3. web site design with configurators, not in top 20, *3, *8
4. product configuration builder 2, not in top 20, not in top 20
5. product configurators 4, 7, 9
6. part number builder 5, 16, 5
When you check your ranking, make note of the page that is ranking. In this case, the Configurator page was not the one ranking for “web site design with configurators”. As you can see, there is some room for improvement for here. We want to use our SEO techniques to improve the ranking for these keywords. Our main focus will be on the Configurator page, but we’ll also want to promote the other page ranking for “web site design with configurators”. In this case, we’ll also want to drive those people to the main Configurator page. If you find lots of high quality keywords when you do your own analysis, consider creating more highly targeted pages to promote all of them.
Make time every week, and ideally every day, to look through your web analytics statistics. It’s a great way to find high quality keywords and make your industrial website a better selling tool.