Google Analytics is a great tool. You can track traffic by the source and even track conversions down to the keyword. However, most people use this information to simply monitor progress.
To get the most out of Google Analytics you’ll want to be able to digest the information given and use it to make marketing decisions. Keep in mind that when I say ‘marketing decisions’ I don’t mean, for example, “Yelp ads aren’t leading to any conversions so I’m pulling the plug on that.” I mean evaluating where you rank and the potential impressions for various keywords and then forming blog topics based off of this information, for example.
How do you do this? First, you’ll want to integrate your Google Analytics account with your Google Webmaster Tools account. For detailed instructions on how to do that click here. Once connected, you’ll want to click on ‘Queries’ to pull up all of the search queries your site has been getting impressions and clicks for.
The next step is important, as you’ll want to narrow down the queries by clicking the advanced link.
Then, you’ll want to narrow the search results to show terms that you’re ranked outside of page 1 for but inside of page 4 for. This is what I call the “low hanging fruit,” or terms that you could potentially boost to page 1 and get a lot more visibility with just a little work. Just set up the average position parameters like I have below.
Once you’ve got your results you’ll want to skim through them to see what stands out. Take a look at the keywords and see if any catch your eye. Look for keywords that don’t include your name or your practice’s name.
So you’ve got the filtered data, now what? As I alluded to, the first step is to turn these keywords into blog articles. Look for queries that mirror either problems patient’s have (sun spots) or solutions you offer (laser skin rejuvenation). For example, if one of your queries was “spider veins,” then a good blog article topic would be “How can I treat spider veins?”
Coming up with blog topics is just one of the benefits of utilizing this specific information. Here are some additional ideas:
- Work that service into a special and promote it via a press release
- Produce a video about this service and then optimize and post it on various social platforms
- Respond to questions about this service from patients on Real Self (a PRO Account will even get you backlinks)
It’s important to note that the query data being pulled from Webmaster Tools may not be entirely accurate. That said, it’s close enough to give you an idea of which keywords you should target.
The goal with this is to drive more visibility and traffic to your website for the keywords that may be just off of the first page. With quality content and effective link building you’ll be able to organically boost your website’s visibility.
For more information about how to utilize Google Analytics check out our collection of blog articles on the topic. If you’d like to learn more about stepping up your practice’s marketing give us a call at 877-673-7096 x2, or you can simply leave us a note here.