Creating Content And Conversions From Web Stats

One good way to find new content to create for your site is to look at your web statistics package and see what long tail search phrases are bringing traffic to your site. The long tail searches are an indication that there’s an interest and also that it’s probably easy to compete for the phrase. So how can you make it work to increase traffic and conversions?

It’s pretty easy really. You look at your web analytics package and find some phrases that sent traffic to one of your pages. If you don’t have a web stats package you should go out right now and get one. Google Analytics is free as are several others. There are many pay analytics packages out there as well and there’s a good chance one is available for free with your hosting account.

Now that you have web stats there should be something in there showing you what keyphrases someone used to find your site. There’s also a good chance some of those searches will be for phrases you never expected would lead traffic to your pages. You probably didn’t optimize for them and only on looking at the page again did you even realize you had used some of those keywords. That’s a pretty good indication there’s not much competition for the phrase. You’re ranking well enough to drive traffic and you didn’t even try. What would happen then if you did try?

Stands to reason you could get a page ranked for the phrase easily enough. You already have once after all. The trick is in figuring out what the person who typed that phrase might have been looking for and giving it to them. Even better find a way to monetize that page or get them to visit some of your other pages to convert that traffic into a paying customer.

This site gets found routinely for phrases along the lines of ‘squirrelmail horde neomail comparison.’ If you want, take that phrase and check Google and you’ll see my hosting plan comparison page sitting #1 in the results (At least as I’m writing this it’s #1; Edit: The page was on the previous domain for this blog. The page doesn’t exist on the new domain). I should be proud right? Well I didn’t really do anything to optimize for that phrase or the others like it. Look around on most sites that happen to offer hosting and there will usually be some table comparing the different plans they offer. Mine happens to mention all three of those web mail programs since they come with all hosting plans here and I also happen to use the word ‘compare’ in the title and level 1 heading and the word ‘comparison’ in the url. I chose those words without search engines in mind at all. I chose them because the page is a comparison and it made sense.

Most of the traffic that comes to the page from any of the related webmail searches leaves just about as soon as it gets here. And why wouldn’t it. The person typing that phrase into Google most likely wasn’t looking for a comparison of my hosting plans, but rather information about the similarities and differences of the three webmail applications. Maybe they want to know which one has certain features or which would be the best to install on their own server. There’s certainly an interest though.

If I were smart I’d do some research on all three programs and put together an article or two or three. Maybe one on the features of each. Maybe an article on how to set up an install each. Anything else really that someone might be looking to find. It would be easy enough to optimize each the articles for slightly different terms, especially given how little effort it took to get the hosting page to rank well. I could also easily add links on that hosting plan comparison page to the new articles.

Writing a page that I actually optimized would not only pull in the traffic I’m already getting, but probably traffic for more related phrases as well. The new pages will most likely lead to new ideas for pages and more long tail searches appear in your stats analysis package.

Having hopefully provided some useful information that traffic could be directed to my hosting pages and ideally convert and become new hosting clients. That traffic might not need hosting, but maybe some would turn into loyal readers here, that I could convert at a later date for one of my other services or a product I start to offer. Maybe in my research I discover a commercial webmail option that is better than the freebies and attempt to sell it as an affiliate. There really are a lot of possibilities for what can be done with the new targeted traffic

The goal doesn’t have to be convert the traffic, but rather to help generate more traffic to the site. Looking at the results for the webmail comparison searches leads me to believe there aren’t many pages out there offering the information searchers are likely looking to find. Maybe the new content would result in some links and improve visibility for the site as a whole.

You can continue this content generation based on what you find in your web stats over and over. Each new page you create will likely lead to new long tail searches for which you can create new content. The searches are telling you someone is interested in the potential new content and the fact that you are ranking without having optimized already should tell you page you create will have a good chance of ranking too. The new optimized pages will be written with a very specific set of searchers in mind and thus lead to highly targeted traffic. The strategy is one that can easily lead to more visitors and even better visitors that find what they’re looking for and have you to thank for it. Happy visitors are much easier to convert into customers than frustrated visitors. And it all started in your web stats package.

Download a free sample from my book, Design Fundamentals.

5 comments

  1. Well, the point of having content on your site is about having customers, however you may put it. So you have to create content to convert visitors to customers. It may be educational, informative or even amusing content, but it has to be quality and on your site :)

    The sentence below doesn’t much sense, does it? Considering what you said in the last paragraph.

    The goal doesn’t have to be convert the traffic, but rather to help generate more traffic to the site.

  2. I don’t think every new page has to be about directly converting visitors to customers, though that would certainly be nice. For example writing a helpful article might not directly get someone to click a buy now button or give you a call, but it could bring them back for more information an in time they may click to buy or call.

    That sentence though is about writing an article that can serve as link bait. Your stats can lead you to create content that people are searching for, but possibly not finding. If the content doesn’t seem to be readily available elsewhere your new page will likely become the authoity page and attract links. That page itself may do nothing more than attract links, bit those extra links should also improve visibility for the site as a whole. So the one page may not be about converting traffic, but it can help generate more traffic to your other pages. Thoss other pages can do the work of converting.

  3. Ah, yes, I see your point now.

    Well, you still need to make sure the article brings targeted traffic, which will convert.

    By the way, writing content without trying to convert visitors to customers may be the best linkable content, because people will see nor hear no hype, advertisements or something similar and will readily share the information with others. But that’s just one type of content you can create by looking at your stats.

    What if someone is searching for ‘xhtml developer’? :)

  4. Well, yes, that’s the idea behind the ‘providing value’ principle.

    However, another thing about karma is that sometimes what you get is not necessarily what you wanted to get.

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