Most websites have google analytics installed, it’s very easy after all.
But, very few that we encounter have website lead tracking set up, and yet it is crucial to see which keywords are actually generating the enquiries.
Tracking Converting Keywords is more than Analytics
Any size business should be tracking the source of their leads – especially smaller businesses, who have less money to waste.
The most important thing is to know which keywords worked, then you can focus your efforts. Not tracking ‘enquiry keywords’ would be like finding an oil well and then forgetting where you left it.
If we start collecting now, then we start building keyword history that you will find invaluable when you come to focus on it. Don’t wait! You can’t go back and find it. We have to configure goals before you get the information we need. It doesn’t take long
Why is it crucial?
Simply knowing which keywords ‘convert’ drives digital marketing strategy. Work on what is already working, and make it better. It’s easier than starting from scratch.
In very many cases, 2% of all keywords are responsible for ALL of a company’s generated enquiries. Being very specific about keywords saves money, it makes money and does it more quickly.
The fact is, that none of us knows what will work unless we test it on some real traffic. The product, the competition, the content, the website – all these factors make a difference, and we just have to test our best guesses about which keywords work.
In some instances, we’ve had customers come to us who had success in the past, but the leads had dried up. Without historical tracking in place, we were unable to see which keywords had worked for them in the past. Effectively, we had to start ‘discovery’ from scratch.
Website Tracking Services
We implement lead tracking, for paid and organic traffic to see which keywords have generated enquiries for our customers. It’s the ‘golden rule’, without goal keyword tracking, no web marketing (ok, that’s just us).
- Google Analytics Goals. Set up custom reports to focus on converting keywords
- Website Telephone Call Tracking. Track the keywords that generate phone calls.
Tracking and following leads is the equivalent of achieving a much higher interest rate over a longer period of time, it is the ‘compound’ nature of a ‘feedback loop’ – being able to focus efforts on improving that which already works, is easier than starting from scratch.
We locate those oil wells and extract as much as we can.
Ranking Converting Keywords
Why work on and track keywords that don’t work?
Understanding the very few keywords that are responsible for all the ‘action’ means a reduced effort for greater performance. If 20% is responsible for 80% of results, then stop working so hard for lower returns.
Lets work on what’s working.