Using Google Tools to Discover SEO Opportunities for Your Website

 
 

Dan Petrovic and David Iwanow go over Google Analytics, Google Keyword Tool and Google Webmaster Tools and explain how these can be used to identify hidden opportunities for your website’s SEO.

Reference:

http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6100


Video Transcript:

Dan Petrovic:

Hi everyone. Today we have our guest, David Iwanow from The Lost Agency, discussing the topic of using Google’s own tools to discover the opportunities and potential for your website. So what we are going to do is start with Google Analytics and Google Webmaster tools and see what they can do and what kinds of things we can learn about our site and our traffic potential by using these tools.

David Iwanow:

Ok, so obviously, the first place we’ll start is the research. There is obviously Google AdWords keywords tool that gives you, I guess, a bit of an idea about what is the potential volume out there. The problem is with this tool, that a lot of people don’t use it as well as they could. For example, they don’t put their location to Australia.

Dan Petrovic:

so that’s a mistake?

David Iwanow:

Well, and it’s a very common mistake, especially when you’re not familiar with tools.

Dan Petrovic:

Unless your market is global. More than likely if you’re selling only within Australia, then you should set your settings to Australia. I’m guessing your next thing is set broad to exact. Am I right?

David Iwanow:

Yeah. Here’s the wonderful thing. Every day Google seems to change everything. So now they’re hiding all the match tops over in the left-hand corner, so you can quickly whip that across.

Dan Petrovic:

Should we try to explain that a little bit further for those who are not quite clear on what “broad” and “exact” and “phrase” is?

David Iwanow:

Obviously, we’ll have the link down at the bottom here where it provides information and you’ll go to Google’s home page an it will tell you the exact…and it will give you a lot of examples.

Dan Petrovic:

Ok, Great

David Iwanow:

Ok, so we’ll start, obviously, with keywords, leading up to Christmas. You know, a lot of people are looking for stuff or buying presents, so we’ll start with “toys.”

In Australia, you know, there’s a fairly high volume of competition around, obviously, buying traffic for the keyword, “toys.” In terms of the exact match zone, you’re run at about that 4.5 thousand zone potential queries.

Dan Petrovic:

That’s a local monthly thing?

David Iwanow:

That’s a local monthly thing. So, obviously, if you were looking at buying that traffic on AdWords, it’s not too expensive, maybe 54 cents a click. It’s something that might be more cost effective in the short term to just buy that traffic through Ad Words.

Dan Petrovic:

Is this what you could call a head term?

David Iwanow:

Um..yeah…you could call it a head term….

Dan Petrovic: ….a generic phrase?

…or vanity term. Not, it’s the kind of thing that people don’t want to be ranked for this.

Dan Petrovic:

Traffic phrase that you would not rank for, just bragging rights.

David Iwanow:

Just for Christmas bonus. So obviously, one of your clients is in this particular area, so we won’t , obviously, disclose them, but we’ll give you, I guess, a bit of an idea about why, I guess, when you spoke to that client, you said, “Why don’t you think outside of just toys? You know, we have to look at different toy products and like just focusing on the one term won’t make you rich overnight.

Dan Petrovic:

It looks good. It looks great. It’s a generic term. It’s great to be up there, and we are. However, the thing is, the intention…. the purchase intent is a bit different when you’re searching queries to a long tail.

David Iwanow:

Yeah, and so we’ve looked at the Google Ad Words until we’ve got a bit of an idea that potentially, there’s around four and a half thousand queries every month in Australia for that exact match. So obviously, we’ve opened up Google Webmaster tools and the point a lot of people need to understand is Google lumps everything in there so that the first thing is obviously, what Google is saying is around 12,000 impressions a month for that particular key word.

Dan Petrovic:

Is this in Australia, or…?


David Iwanow:

This is globally, so obviously, we change the country setting to search…to show data just within Australia, and you automatically see there’s about 8,000 impressions a month. We also want to drop it down, because we only want the actual …the web traffic.

Dan Petrovic:

So we can get images, mobile, all sorts of news results.

David Iwanow:

Yeah

Dan Petrovic:

So we want to filter down just to the web.

David Iwanow:

…and, but it’s also good if your clients, maybe, want to develop a mobile website. You know, you can use Webmasters Tools to say, well, “There’s potentially this much volume out there on the mobile market or on the image market, so you know, it is useful, but ideally, you know, we just want all the web traffic only for Australia, for the last month. So according to Google, you know, there are about 8,000 impressions where, obviously, the client’s site showed up, but we’re getting percentage change…you know…we’re getting, you know, there’s fifty percent uplift after the previous month.

Dan Petrovic:

This is something new that Google has recently introduced?

David Iwanow:

Yeah..so now we’re starting to show average position, you know, is it up or down…the click through rate, is it going up or down…But, here’s where, I guess, you start to get a bit of understanding about the Webmaster Tools, you know, its potential is that you actually drill into the query, and you can start to see what particular pages are showing up. So, you know, we’re seeing, the majority of the time, I guess, it’s the home page showing up, but we can also see there’s about 8 or 9…


Dan Petrovic:

There’s about 8 or 9 other pages showing up…

David Iwanow:

Yeah..

Dan Petrovic:

…for the same term?

David Iwanow:

So often for, I guess, large websites, you know, they can sometimes mean certain things get indexed, which maybe they shouldn’t. I’m judging by looking at some of the URL structures, you know. There are the landing pages, content pages, you know. They’re not specific priority pages. So Google Webmaster Tools gives you that nice kind of insight when, you know, stuff you may not want to be showing up in search results (because it’s not relevant) is showing up. But we can see the majority of the time the home page is showing up. But obviously, AdWords, we can see theirs already a difference, so, the Ad Words tool, what were we saying, There were about four and a half thousand, I guess, queries a month. Webmaster Tools is now saying there’s about 8,100, so you can already sort of start to see, I guess, the variance in terms of looking at different Google tools, and that’s why it’s best to rely on, I guess, Google Analytics. So we draw on the Google Analytics, we can see that, of that, you know, the client maybe only got a couple of hundred actual visitors to his web site, so you can see, there’s that big, kind of, I guess, variance between the Google data and that’s why. I guess it’s problematic to look at any particular source of data solo. You know, if you’re going to make a business decision, it’s always best to rely on your Analytics tool because that’s the real data.

Dan Petrovic:

It does provide a wealth of data that you can dissect and analyze and present in different ways that will give you that extra insight what is the actual traffic on your site, what are people doing, which phrases they’re coming through.

David Iwanow:

Yeah. And it’s sort of what is actually generating business, so Webmaster Tools is always a little bit higher, a little bit more unrealistic, because every time someone does, I guess, a search query, and obviously, you know, Google instant, you know, potentially that dial is going to be higher than what it should be because people

are doing a lot more queries, the Google AdWords take with a grain of salt, but you know, to make a business decision, you should be basing it on Google Analytics data and it also gives you other data such as conversion rates, and even bounce rates.

Dan Petrovic:

Very important by, if you are pushing a product that has a really enormous bounced rate 90% bounced rate, you should probably drop that or even reconsider your landing page. Are you doing something wrong with that? Are you targeting the completely wrong page for the wrong term?

David Iwanow:

Do there you go, so you know, look at different Google, I guess, sources, for information. You know, they’re important in your planning and your, I guess, initial, I guess, understandability, but really, you know, when it comes down to buying AdWords traffic to test, real traffic for your particular, campaign, the object of your target market, and do your analysis based on Analytics. That’s my advice there.

Dan Petrovic:

Very good. Thank you very much, David. We’re looking forward to seeing you again in our studio discussing another very interesting topic. Until then, see ya, everyone and we look forward to seeing everyone again.

David Iwanow:

Merry Christmas

Dan Petrovic:

Merry Christmas.

Dan Petrovic is a well-known Australian SEO and a managing director of Dejan SEO. He has published numerous research articles in the field of search engine optimisation and online marketing. Dan's work is highly regarded by the world-wide SEO community and featured on some of the most reputable websites in the industry. Questions? Here's Dan's contact email.

More Posts - Website

Copy the code below to your web site.
x 
 

© 2014 DEJAN SEO. All Rights Reserved. Privacy Policy by TRUSTe - Link to us
DEJAN SEO PTY LTD - ABN 77 151 340 420 - ACN 151 340 420
National Sales Number: 1300 123 736 - International Callers: +61 7 3188 9200

Privacy Policy by TRUSTe Google Partner