Most people think about keywords when they are optimizing their website for search, buying PPC ads, and when they are creating content. But if you stop there, you are not getting the most out of them. In this post, we’re going to look at how you can extract the top keywords your visitors are using to get to your website throughout your marketing.
How to Find the Best Keywords Driving Traffic to Your Website
The first question you might be asking is how to find the keywords your visitors are using to find your website in search. Google Analytics was your one-stop destination until they implemented keywords (not provided). So now you have to rely on a couple of other choices.
Your first stop might be the Google Search Console, formerly known as Google Webmaster Tools. Their search console will tell you the keywords that lead to impressions and clicks through to your site in search. You can use it to view the top search queries (keywords) that drive traffic to your website as a whole or look at a detailed report of keywords that drive traffic to specific pages on your website.
You can also use AuthorityLabs (Now Provided) reports. They tap into Google Analytics to give you even more information about your top pages and the keywords your visitors are using to find them. As opposed to Search Console, this report shows you the best keywords you should be tracking for your content as opposed to any and all keywords that may have little search volume.
How to Use the Additional Keywords You Find
So now that you know where you can find the keywords people are using to get to your website and to your content, here are some ways you can use those keywords throughout your marketing.
Re-Optimize Your Homepage
For most businesses, the homepage is the most trafficked page on a website. The Now Provided reports will likely reveal new keyword phrases that you could be using on your homepage to get even more traffic from search.
If you see one or two that have great search volume and you’re not already using in your homepage’s SEO settings, try adding them. In the above example, the homepage could get a higher ranking for freelance writing by inserting it into the title, thus gaining more of the traffic from that phrase.
Optimize Social Profiles
Another way to use keywords suggested for your homepage is for your social profiles. If people are searching for particular phrases on Google, chances are, they are searching for them on Twitter, Facebook, and LinkedIn. Hence, you should use the top keyword phrases that appear in your Now Provided reports in your social media profiles, bios, and headlines.
This will ensure that you are more likely to be discovered in social searches, like Twitter’s shown above.
Re-Optimize Your Content
If you notice that one of your top pieces of content is getting little traffic from a keyword phrase with higher search volume than you originally optimized it for, it’s time to re-optimize your content. The best way to do this is to change the title of the content to include a long-tail keyword phrase.
For example, let’s say that you have a post on your website with the title 10 Ways to Contact Facebook. You look in your Now Provided report to see that you are getting traffic from keyword phrases like how to contact Facebook and contact Facebook support, but you don’t rank #1 for either. You could probably boost your rankings if your post title actually included those phrases.
Hence, you could update your post title to How to Contact Facebook Support: 10 Ways to Get Help. This will optimize the post for contact Facebook, contact Facebook support, how to contact Facebook, and how to contact Facebook support
The important thing to consider is whether you update the post’s URL to also include those keyword phrases. On one hand, you can redirect the old URL to the new one to save any links to your post. On the other, if you had a popular post with thousands of social shares, you’ll lose the social share count by changing the URL. So consider that when choosing whether to update the URL.
Optimize Social Updates to Promote Your Content
Hopefully, you are taking the time to promote older content from your website. If it’s popular on search engines, it’s likely going to be popular on social media as well. You can take the keyword ideas from the Now Provided report to create lots of new social media status updates to promote that content.
Using the above example of the contacting Facebook post, you can create tweets like the following.
- How to Contact Facebook Support: 10 Ways to Get Help [link]
- Need help from Facebook? Here’s 10 specific ways to contact Facebook support. [link]
- How to Contact Facebook: 10 Ways to Get Help When You Need It Most [link]
You can follow CoSchedule’s guide to content promotion over a three month span to put the new keywords you find into action.
This is an especially important strategy to use for your evergreen content that performs well each time you share it, regardless of age.
Optimize Email Subject Lines
If your emails are not being opened at the rate you expected them to be, you should start by analyzing your email subject lines. One way to get people’s attention is to simply use keyword phrases they are likely to use.
You can use your email marketing service’s A/B testing features to figure out what keyword phrases works best in an email subject line. Here’s what it would look like in GetResponse.
This would allow you to find out the types of email subject lines that your subscribers will be most likely to respond to or engage with.
Create More Content
As you’re browsing your Now Provided keywords, you may find keywords that do not exactly match the content for the page they are linked to in search.
This should inspire you to create new content around those keywords. For example, here are the keywords linked to a post on Gmail filters that move automated emails out of the inbox. There are three additional content ideas that can be pulled from this list: Troubleshooting Issues with Gmail Filters Not Working, How to Clean Up Your Gmail Inbox, and How to Create Gmail Filters: Advanced Edition.
Since these keywords are already driving some traffic to your original post, you can link your new content to them near the top of the original post. That way, if someone came to your article looking for information about how to clean up their Gmail inbox, they can click through to that article instead of leaving your site when they realize the original post didn’t suit their needs.
Search for Discussions
Did you know that you can market your products, services, and content through discussions? People create discussions on Q&A networks, forums, social media groups, and other networks in order to find something. Keywords in your Now Provided report can be used to discover those discussions.
Armed with the keywords your visitors are using to find your business and your content, try searching for them on the following specific sites.
- Q&A networks including Quora and Yahoo Answers. Both have search boxes right at the top.
- Find forums for your niche or industry and use the forum’s search box. It’s usually in the sidebar, or a link in the top menu bar (or under the Tools menu in some cases).
- Don’t forget about Q&A and forums on niche sites, like the ones that can be found on Amazon, Credit Karma, The Knot, and similar networks related to your business. Most have a search box.
- Facebook groups – use the search box at the right, below the cover photo.
- LinkedIn groups – use the search link in the group’s menu.
- Google+ communities – use the search box below the group’s photo in the left column.
- Twitter – use the search box at the top of the network.
If you find great results using the above options, you may want to automate their discovery. For example, a simple IFTTT recipe will send keyword mentions in tweets to your inbox. Google Alerts can help you with Quora, Yahoo Answers, and forums. You can even specify site:quora.com your keyword phrase as the alert so you get results only from Quora and other sites you specify.
Unfortunately, there isn’t a way to automate Facebook and LinkedIn group searches. If you find a particular group that seems to discuss the topics related to your keyword phrases, you should remind yourself to run regular searches to ensure you are on top of discussions. Or, on Facebook, just turn on notifications so you can be the first to reply to new topics relevant to your business.
As you can see, there are lots of ways to utilize the keywords visitors use to find your website and your content in search to help you throughout other areas in your marketing. Use them to improve your homepage, social profiles, content, email subject lines, social updates, and promotional opportunity discovery.