The power of Tracking Content, Traffic and Leads. My new discovery.
One of my favorite tracking tools added some new features. It expanded to show our keyword phrases that rank in the top 10 pages of Google rather than just the first 2. This is great for those of us that like to see the premier of keywords and drive them up.
Then, they gave us PAGES and data for these pages. Looking at one of my sites here, that has nearly 5000 keyword phrases (not even the 85% unique long tail included here) you can see which pages bring in more than 1% of my traffic from these collected keywords.
Nearly 20% of my traffic comes from my local blog post I created about local mechanics. Of course I now rank #1 for Las Vegas Mechanics (unintentionally) and Google has indexed 124 keywords that point to this page. Holy WOW!!
Now, what do I learn from this? That I need to focus on the opportunity here now that I know it’s so big. 71% of the visitors EXIT on this page. That’s not good. I need a better offer, a guide, something the register for, a coupon, maybe even a sponsored ad from a mechanic right?
Now that I KNOW this, I can create the opportunity.
Here’s another thing. 17.22% is coming from my ‘how to bury the St. Joseph Statue’ blog post. The good news? They REGISTER for the offer and I get the emails and addresses (national). The Bad News? My data shows most of these sellers.. ARE ALREADY LISTED! (This is new data I didn’t have before). So, now I need to consider something new for the opportunity. Maybe home insurance links, home warranties, an advertiser?
This page could serve as purely a traffic funnel that creates the download and gives me an extra “action” on site which is good for SEO or I could get really smart and figure out a bigger opportunity for the page. What I need to do next is measure the EXACT % of people who are already listed when they download the prayer. The conversion to listings could still work yet they would be at a much smaller number and I just need the formula. X amount of visitors at ____% are not listed and we convert at ____% = _____ listings a year per market for this page.
Here’s one that’s REALLY interesting. Still in the top 20%, but at the bottom is my homes for sale with pools $100 K – $200K. That is one of my top lead magnet pages. The page is right, the offer is right. Cheap houses with pools and we offer IDX and force lead capture. Right Message, Right Product, Right Audience. So even though it’s performing at a lower incoming traffic rate so far, it’s climbing and it’s working. Want to know what else is AMAZING?? The ONLY content on that page is IDX. Now, I believe some day an algorithm will roll out that tanks IDX altogether. Yet for today, IDX still drives SEO when the page is titled correctly for a searched term that has lower competition (all local community pages generally fit this).
So if we know what we rank for, how we rank for, how that page performs, how it converts and we optimize those TOP pages for conversion and then we know our conversion from web lead/registrant to close (ours is 4%) then we have mathematical probability to determine closings per market. We then can create a content and advertising budget based on these formulas and as long as we have agents to convert, the system will work.
In 2016, my new focus will be on improving content that ranks. Meaning, adding in professional videos and images. Personalizing the pages to learn the visitor and address them by name. Creating interactive pieces and so on. We are going to PLUS the content that is already ranking and performing well. Also, testing and measuring A/B testing colors, positioning on the page, offers, size and shape of buttons/links/pop ups etc. to continuously increase the conversion rates on offers. And of course the cultivation piece in the drip emails to maximize on those opportunities.
Here’s what I’m saying: This is DUPLICABLE. It’s REPEATABLE. It’s a FORMULA because we have the data. And that my friends, is a secret to success!!!!