Know your money terms

Your “Money Terms” are the search terms being used by site visitors who convert to paying customers – the ones that translate to money earned.

As put by Gavin Cockerill, managing director of Flyerzone.

“Discovering your website "money terms" has to be key to a rapid return on investment ... if your website sells bicycles for children simply drop some Google Analytics tracking code into the order page on the website in question. At the end of the month you can then see which terms people have typed into search engines that have resulted in an order. It's usually just a handful. ... Once you know your money terms you can focus all you content efforts on the subject matter you know turns into orders.”

Quite simply, you need to know your “money terms” to be able to target the highest value keywords for your business.

How do you find out what they are?

Google Analytics

Google Analytics provides a couple of reports that can help you dig out this information.

First of all, you'll need to have setup some analytics goals, and/or if you're running an e-commerce site, have integrated Analytics' e-commerce tracking (if you don't have any set up then make it a priority to do so, or contact us and we will do it for you).

Login to your website report and head over to Acquisition > All Traffic > Channels. Click upon the heading “Google / Organic search”.

This will list the search terms visitors used to find your website.

On the right hand side of this report you can select a Conversion rate to show against the keywords. Here you can choose a Goal that you've setup (e.g. Contact form submitted) or your e-commerce sales stats.

In either case, Google will show you the value/number of conversions against each search term. If anything is standing out as an earner – think of ways you can make your website content more relevant to that term.

The Gotcha - “(not provided)”

A problem you are likely to run up against is the “(not provided)” listing.

If a user is using Google via a secure connection (e.g. https:// not http://) then various data, including search terms used to find your site, is not disclosed by Google (see this post from Google for more info).

Google can still see the data themselves, but they don't disclose it in order to protect the privacy of their search users.

Unfortunately for website owners, most users now search google with a secure connection which translates into a potential black hole in your data.

How to get the missing information.

I need to make clear that sadly there's no legit way (that I know of) to recover the specific queries that make up this “not provided” blob. But it is still possible to dig out some useful, actionable, info.

Webmaster tools

If you've got webmaster tools setup on your site, visit Search Traffic > Search Analytics. This'll give you a list of all your search terms. There are some inaccuracies in this data (the more traffic you get, the more those inaccuracies will iron out) and unfortunately it does not show the conversion rates, but it's often still possible to spot general correlations.

Landing pages

Another way of getting back some useful data is by checking out the landing pages that make up your (not provided) data.

In analytics, go to All Traffic > Channels > Organic Search > (not provided). Select a secondary dimension of “Landing Page”. Sort the resulting page by goal conversion rate.

This won't directly give you the keyword used – but it's likely that the people who arrived on your site from Google search were using terms particularly relevant to the landing page.

If there's any pages that stand out for being high convertors, ask yourself what search terms might have been used to arrive there – these are your “money terms”.

To build upon that information, try posting some additional website content focussing upon the terms and review how the new pages perform a little down the line.

If you want help setting up your analytics goals or making sense of your analytics reports, please do get in touch.

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