Mining Google Analytics: Use Keywords to get Ideas for Blog Topics

It’s easy to get writers block. And if you’ve been blogging for a while it’s easy to feel like you’ve already covered everything important about your product or services. Don’t let that discourage you! I’m going to cover some steps that will help you come up with ideas for those things related to your business that people are actually searching for right now!

Google analytics keyword topics

While these tips may only apply to those who have a decent amount of content already on their site; it’s a good thing to know, so that when the day comes that you are searching for topics, you will know right where to turn: your own website analytics software.

Why dig through keywords in your analytics software for article ideas?

In short: Obscure, long tail searches are highly specific and are more likely to convert searchers into customers. These searches are often very specific and the person behind the search has a very specific need or problem that they are looking to address. The best place for your business to be is in the position to provide an answer to the searcher’s problem (and even better if your product of service is the answer). Choosing obscure keyword phrases and writing on the topic will grow your ability to rank for other related keyword phrases as well.

Often times where there is one search on an obscure topic, there are more that you don’t know about. Performing routine keyword research will help you identify some of the obvious choices in article topics to get you started. However, what keyword tools don’t yet define are highly obscure searches. These searches are often passed by because of low search volume or terms that aren’t even listed when performing keyword research; this is to your advantage.

After 90+ days of blogging regularly, you might be surprised at the keyword phrases people are using to find your site.

You will probably find that people are finding your site by asking questions. Searchers have been trained to understand that if they ask Google a question, it will generally come back with an answer that they are satisfied with. This is where you come in…

Many times, these questions that are in the depths of your search logs are asking answers that your current content doesn’t answer exactly and most times those visitors bounce (leave your site) back to the search engine and try the next result. If you can provide them with the answer they are looking for, you are not only helping them out, but you have the opportunity to build a relationship with them by using various types of calls to action.

How to use your analytics software to get new keyword ideas for article topics

Since Google Analytics is the most widely used analytics software, I will use their tools as an example, however this will work if you use other analytics software as well, so long as it tracks the keywords people are using to find your website. The keywords we are looking for aren’t generally the ones at the very top of your keywords list. Instead you want to drill down to the area where there are maybe just 1 or 2 visits coming into your site via a long tail search.

Drill down through your words by reversing the sort order by number of visits (lowest to highest) and locate obscure keyword phrases that were used to find your content.

Keyphrases that don't match current content

These keyword phrases are low volume because there isn’t an exact match for them on my website, in addition the bounce right is high and time on site is low (in the example you can’t get any worse). However, both topics have potential for articles on that would better match the searchers intent.

Locate the content that is ranking for phrases that are not an exact match for your current content. To do this, in Google Analytics, click on the keyphrase and choose “Landing Page” as the second dimension. This will show you the page that the searcher landed on when they visited your website.

Google analytics keywrod article match

In this example, the keyword phrase doesn’t match our article very well at all. A new article would match this query on the topic far better!

Once you’ve found some keyword phrases that would be better served with more focused articles, create a plan to convert those articles into lead drivers. Brainstorm how you you will write the articles to provide useful information, while at the same time including a call to action for your related service or product. Your call to action could be as simple as a newsletter sign up form or a link to a product page –  just make sure that you tell people what you want them to do after they read your newly formed, highly focused articles and you will start to see your conversions increase over time.

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