How can I tell if we’re ranking for keywords that actually bring in work?

To determine if your keywords are driving real business, track conversions and revenue from organic search traffic using analytics tools. Monitor metrics like click-through rates, bounce rates, and time on site to assess engagement. Use these insights to refine your keyword strategy and focus on terms that lead to tangible results.

Why This Matters

You might be ranking on Google’s first page, but is it filling your sales pipeline? This is the question that keeps many marketing managers up at night. Ranking is one thing; converting those rankings into paying clients is another. In the B2B or SAAS world, for instance, you might rank high for “innovative software solutions” but find that “cloud-based accounting tools” actually lands you more contracts.

The key is to connect the dots between SEO efforts and business outcomes. Without this, you’re flying blind. It’s not just about getting eyes on your site; it’s about getting the right eyes—the ones ready to do business.

Steps to Identify Effective Keywords

So, how do you pinpoint which keywords are pulling their weight? Here’s a simple approach:

• Check Your Analytics: Use Google Analytics to track which keywords bring in the most traffic. But don’t stop there. Dig deeper to see which of these visits result in conversions or sales.

• Monitor Engagement Metrics: Look at metrics like bounce rate and average session duration. High engagement usually means the keyword is attracting relevant visitors.

• Use Conversion Tracking: Set up goals in Google Analytics to track actions like form submissions or purchases. This will show you which keywords lead to these actions.

• Analyse Revenue: If possible, connect your CRM or sales data to your analytics platform. This will help you see the direct revenue impact of specific keywords.

• Regularly Update Your Keyword List: Trends change, and so should your keywords. Regularly review and update your keyword list to ensure it aligns with your business goals.

By following these steps, you can refine your keyword strategy to focus on terms that not only increase traffic but also boost your bottom line.

A Personal Take

Here’s the thing. SEO isn’t a one-size-fits-all solution. It’s more like a puzzle. Each piece, each keyword, needs to fit perfectly to complete the picture. You might need an seo expert to help you figure it out. Someone who can look at your data, your business, and tell you, “This is where you’re winning. This is where you’re not.”

Don’t get too hung up on vanity metrics like sheer traffic numbers. They can be misleading. What you want is to see the needle move in terms of actual business results. So, take a step back. Look at your SEO efforts through a business lens. Focus on what matters. The rest will follow.