R.O.I. MEDIA

We all know it even if some of us are scared to say it: it’s all about the money, all about the ‘bling’!
And what better way to let money come to you than organically through Google?
To effectively achieve this you need to incorporate data analysis with your SEO efforts in order to establish a constant feed into your ‘online wallet’.

If you have an e-commerce site you’ll agree – receiving 500 visitors or 5000 is irrelevant – the most satisfying scenario will be the one which brings about the highest profit margin. It is thus vital that you review your Google Analytics data and shift your focus accordingly. By doing this, you can substantially increase your organic revenue generation.Reviewing certain elements in your Google Analytics account can help you make informed decisions around your online marketing efforts and you’re likely to be surprised by the outcome if the correct set of data is analysed.

Here’s my list of the Top 5 elements which should be analysed in order to ‘swing the bling’ your way organically…
*Keep in mind that feasible analysis can only be conducted if you have Google Analytics installed on your site for at least six months. You also need to have the correct e-commerce and goal tracking installed.

1. Top Profit Generating Keywords:
Determining which organic keywords drove traffic to your site and which of them have CONSISTENTLY converted over a long period of time will give you great insight into which keywords you should focus on in your online marketing efforts. The reason why I screamed out CONSISTENTLY is because some keywords might have only had a conversion spike for one day. You should make sure that the keywords performed consistently over a given period so that you know whether they are feasible to hunt down.

2. Top Profit Generating Pages
Check which of your pages are generating the most income and concentrate on making them more powerful, as this will surely drive more revenue your way. You’ll also see which of your main target pages are underperforming in terms of revenue generation so that you can improve them and bring them up to par with the rest of the site. The metric Google Analytics uses to calculate the profitability of pages is referred to as the property index ($index).

3. Top Profit Generating Geo Locations
Why focus your SEO efforts on ‘Kazakhstan’ when all they are “purchasing” on your website is bandwidth? Find out which region and cities are spending the most money on your site and concentrate on getting more visitors from that area. This way you will ensure that you attract legitimate money spenders which will drastically increase your conversion rate.

4. Top Internal Search Queries
If a user searches a general keyword, like ‘health supplements’, then lands on your site and uses your internal search box to find ‘Bach Rescue Remedy’ before moving on to convert, your organic keyword report in Google Analytics will accredit the conversion to ‘health supplements’ and not the actual phrase which brought in the money. These ‘internal searchers’ will essentially be invisible to you. It is thus extremely useful to activate the internal search function in order for you to have access to an additional report in Google Analytics which will outline what keywords were searched for on your site coupled with conversion rates for all the keywords.

5. Analyse your PPC Campaigns
This only applies if you are making use of paid advertising and if you have successfully linked your AdWords and Google Analytics accounts. Sure, you can get this data from your AdWords account but I always enjoy looking at the data through Google Analytics so that I can view both paid and organic conversion rates side by side. It is always interesting to see how the two differ and more importantly, it will allow you to see where you should tweak your organic efforts in order to pounce on the successes you are receiving through pay per click.

Fusing your Google Analytics analysis with your SEO efforts in today’s ever increasing struggle for organic domination is vital and will surely give you the edge over your competitors. It is important to remember though, that analysing the above without having a well structured roll-out plan is pointless. Without a solid plan you’ll simply be wasting time and resources – it could even be the cause of your competitors overtaking you and leaving you behind to choke on their cyber-dust.