Automatic SEO with Wordtracker Strategizer

Wordtracker's new Strategizer tool automates a process that professional SEO Mark Nunney has successfully used for almost 10 years. What previously took Mark days, anyone can now do in minutes. Here, Mark explains Strategizer's 'automatic SEO'.

Strategizer can maximize your profit fast by finding the groups of keywords you know:

• deliver the most response to your site
• your site can beat the competition for

And Strategizer will show you much effort you should invest into each group of keywords.

To use and understand Wordtracker's new Strategizer tool, you'll first need to be familiar with your Google Analytics Keywords report. It looks like this:

Google Analytics gives you keyword data for single keywords. For example business strategy brought 1,340 visits in the report shown above. That's nice but there are some problems with it...

Single keywords don't bring enough visits or business. For example, 1,340 visits a month, converting at 3-4% just isn't enough leads or sales for most websites.

To work at scale we need to target and see data for groups of keywords. You can see this 'group' data in Google Analytics by using the keyword filter at the bottom of the keywords report. See the image below:

See how all the keywords shown (716 of them) now contain the keyword business strategy. This is our example site's results for the business strategy keyword niche.

Take the low hanging fruit

What's more (and extremely useful) is that...

...if your site already gets results for a keyword eg, business strategy, then it is usually easy for it to get more results from other keywords containing business strategy, ie, from the business strategy keyword niche.

This plundering of keyword niches for keywords you are already successful for is your low hanging fruit. Take it.

So for those sites already attracting traffic, before looking outside your own keyword reports for keywords to target (keywords that you don't know how hard it will be to get results for)...

...build on existing success.

To find the best of your possible target keyword niches you need the keyword niche data which we've seen Google Analytics can provide, except...

You can't create 38,000 reports manually

Even our not-hugely-popular example site got 81,245 visits from searches with 37,994 different keywords in the last month. There is no way I can do Google Analytics' manual keyword niche reports for 38,000 different keyword niches. But the Strategizer can...

Wordtracker's Strategizer tool imports your single keyword data from Google Analytics and converts the most popular 2,000 keywords into keyword niche data. See the image below of a Strategizer report for the same site: 

 

Highlighted above is the same business strategy keyword niche that the keyword filter found for us on Google Analytics. It's the combined results for 965 different keywords containing business strategy.

That one highlighted row is the equivalent of the whole page from the Google Analytics report further above. And it comes with more data, including:

• Google's estimate of all searches containing business strategy (498,214).
• This site's market share of those searches (0.76% - plenty of room for expansion).
• One click to open a Google Inisghts report into the business strategy keyword niche.

That's for the highlighted row alone. 17 more rows are shown on the same image. That's 17 more keyword niche reports. And one Strategizer report returns up to 2,000 keyword niche reports like the one highlighted.

Try doing that manually in Google Analytics. You can't. I'm sure others will come along soon but as I write I've seen no other tool that does this.

Now you can work at the scale required to maximize profit

Now you can analyze your traffic by keyword niche instead of single keywords. You can see which keyword niches bring the most traffic and response. For example...

To find the niches with the best bounce rate, click on (to sort by) the 'Bounce Rate' column.

To find the niches with the best response, click on the Goal Conversion Rate (Goal CR) column. Or go to the Goal Conversion tab, then click on any of your goal conversion columns (the Strategizer imports data for up to four goals plus the 'summary goals' data).

You can further filter your reports. For example. the image below is of a report filtered to show the following keyword niches:

• Niches that bring more than 100 visits (this removes those niches the site has small number of visits from and it might be unwise to extrapolate from.)
   
• Niches that bring more than 500 searches a month according to Google (to remove the smallest niches and show only those that Google estimates have a reasonable number of searches).

The report is then sorted by Goal Conversion (Goal CR) metric (the column shaded blue) to show the most responsive keyword niches at the top.

I've selected the keyword niches I'm interested in targeting and then clicked 'Target' (they show with a pink shade). These will show as highlighted on all future reports for this site and I can select them as a group for analysis, export, one-click Google Insights reports. See image below:

We are now looking at the site's top converting keyword niches with response rates of approximately 4-10%, up to 5 times the site's average response rate.

I know I can get more visits for all these high responding keyword niches.

See Google's search volume figures and plan your investment levels

Strategizer gives you some more help. The 'Niche Size (Google)' column uses Google's Keyword Research Tool data to tell you how 'big' each keyword niche is, that is:

...how much potential traffic and business you can get from each keyword niche

...and therefore how much effort should be invested into targeting each keyword niche for more response.

The image below shows the same report as above but it also:

• shows only keyword niches with a response rate of over 4%
• is sorted by Niche Size (the column shaded in blue) so we can see those high-response-rate keyword niches with the most potential for more visits

This Niche Size data comes from Google and matches the territories, countries and languages you are trying to reach - as configured by you when you set up your Strategizer report.

There is little point in metrics without action. So let's use all these powerful metrics to create some action-led keyword strategies that will really make a difference to profits...

Keyword strategy 1: Short term maximum return

The image below lists (in order) the 10 keyword niches to target to get the most response for the least effort.

If my goal is short term maximum return on investment (ROI) I should first target the keyword niches at the top of that list (management guru).

These aren't the biggest keyword niches I might target. Some are quite small and I should only do a small amount of work targeting them. But they are the most responsive - offering response levels up to five times the site's average. So, working from the top I can target each keyword niche with both SEO and PPC until marginal returns start to drop.

You may have noticed the '% Market Share' column. That shows you what percentage of each keyword niche's searches already find their way to your site.

Keyword strategy 2: Large scale longer term planning

The report below has been sorted by Niche Size (the blue column).  It shows us four keyword niches large enough for long term investment. Remember we know these niches:

...deliver a good return of over 4% (double the site average) and...

...we can easily get more traffic and response for them.

So I can condfidently make significant investments in targeting these keyword niches, knowing I will get well above average response rates.

Works even better with ecommerce

The Strategizer report below is from an ecommerce site sorted by Ecommerce Conversion Rate (the column highlighted in blue) to show the most responsive keyword niches at the top.

(I've disguised the real keywords in this report.)

The Ecommerce Conversion Rate shows us what percentage of visitors bought a product.

Look at the keyword niche at the top of the list - glass xxxx. The report shows that over 12% of visitors who searched with a keyword containing glass xxxx bought a product from this site. That's a stunning conversion rate for an ecommerce site.

We've had to disguise the keywords but you can see the very high conversion rates and how much potential each keyword niche offers (Niche Size column).

 

This site's average response rate is 3 - 4%, but by targeting the keyword niches listed above they can get up to three times that rate. And they know they can get more visitors from those keyword niches.

Try Wordtracker Strategizer free for 7 days

Wordtracker’s new Strategizer tool will transform your search marketing from guesswork into science - from single keywords into keyword niches.

With Strategizer you can:

• Work at the scale required for profit by targeting keyword niches.

• Target the keyword niches proven to deliver the best response to your site.

• Target the keyword niches you know you can beat the competition for.

• Target the keyword niches you know you can get more results for.

• Discover the market size (the number of searches) for each target keyword niche.

• Know how much effort each keyword niche should get (no niche is too small).

• Take the guesswork out of your search marketing.

• Plan your action-led search marketing keyword strategies in minutes.
  

Please note that for Wordtracker's Strategizer to work you must have Google Analytics installed on a website that already receives organic non-paid traffic.

(Prices shown exclude VAT where applicable.)

Author: Mark Nunney
Wordtracker Academy
Twitter @marknunney

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