Page Level Analysis – A New Way Of Measuring Online Marketing

[stag_intro]This is an Audio discussion about how focusing on Page performance rather than keyword performance is a better approach to measuring online performance now that keyword data has ben removed from google analytics.[/stag_intro]

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Hey there, everyone. This is Edmund Pelgen. Welcome again to another audio conversation. We’re talking online marketing for
real business today and I wanted to talk today about a different way of
measuring and tracking your online marketing results.

In the last year or so, we’ve seen Google has removed all information about
keywords from Google Analytics. Basically, the reason was they implemented
what was called “secure search,” so that when someone went to Google and
did a search, the keywords that they used to find you upon visiting your
website, were basically removed from the data that was transferred to
Google Analytics.

So, going forward, you can’t tell what keywords brought people to your
website. And in the past, this information was used to track how many
visits a keyword brought to a website; how many conversions or sales that
keyword was responsible for in the value of those sales. And you could, by
assessing how much volume was around those keywords, and how much traffic
they brought to your website, you could then target those keywords as part
of your link building and your ranking efforts, and things like that. But
now that all that has gone; your analytics is basically showing you what’s
called “not provided,” which is no keyword data at all.

Page Level Analysis – A New Approach

So, I’d like to present to you a different approach to I guess, measuring
the performance of your website and your business because you still have an
ability to target keywords and the way you do that is by optimizing
specific pages on your website. So, this new approach is something that
I’ve seen becoming more popular, and it makes sense and it’s easy to
understand. It’s easy to present to your boss, your direct report, your
manager or whoever it is who’s responsible for looking at and tracking your
KPI’s from an online marketing perspective. And the idea is to look at your
marketing or your online performance, from a page level analysis.

Let me put it this way. Most small businesses typically get all of their
organic traffic, or traditionally have gotten all of their organic traffic
through the home page on their website. The home page on the website
typically is optimized for keyword one, keyword two, and keyword three. A
larger business or a smaller business with a lot of products would
typically get traffic through all of those different pages. So, instead of
just the home page, you might have service page one, service page two, or
product page one, product page two, things like that. And those pages could
bring traffic to the website. So, each page, each service page or category
page, is responsible for attracting traffic, converting that traffic either
into a sale, or an online enquiry, right? So, what better way to track the
performance of the website than to do it by page level.

How to Do It

The way you do it is this. One, you know the keywords that a page is
supposed to target. Let’s take baby shoes, children’s shoes, because I know
that market quite well. So, I’ve got a girls’ shoes page, and a boys’ shoes
page. And on the girls’ shoes page, I can optimize that to target girls’
shoes, girls’ toddler shoes, girls’ leather shoes. There’s a whole range of
keywords based on my research that I know that are relevant for a customer
and for that page.

So, I can write a page title and can write my body copy and my page content
to make sure I’ve got all of those keyword phrases there. The girls’ shoes
page potentially has the opportunity to rank for three to four main keyword
phrases, and maybe a whole bunch of other long tail phrases, right? I
ultimately know that this page can and should appear in the search results
when someone searches for let’s say, up to ten keyword phrases.

So, what I do is, I’ll look at that page. I know those keywords; I know the
keyword volumes by looking at the keyword planner from Google. And if I set
up my reporting correctly, I should be able to track the rankings of that
page and the search results for those roughly ten keywords that I’ve
selected that I think are relevant, that have decent search volume. I
should be able to track the amount of organic traffic that comes to that

So, I may not know the exact keyword, all right? Because Google doesn’t
show that any more. But over time, I should be able to track the amount of
visits that that page gets. And if over time I see my rankings for those
roughly ten keywords moving up, and at the same time I see the organic
traffic moving up, then I’ve got a pretty fair idea. It makes sense that
that traffic is coming from those keywords that I’ve targeted.

So over time, I’ll track the rankings; I’ll track the organic traffic to
the site. If I’ve got my conversion tracking set up correctly, I should be
able to track any conversion actions which might be a sale, or an enquiry,
or anything like that. And if I’ve got a value attributed to those
conversions, I should be able to have tracked what’s that worth to me?

So, can you imagine a simple, one page dashboard with your home page and
let’s say your four primary product categories. And for each one of those
pages, a little subset of metrics under there saying, current rankings for
these keywords; total organic traffic this month versus last month, or
versus the last three months or an ongoing progression; the amount of
conversions or enquiries, and the value of those conversions or enquiries.
And if you can show an increase or a decrease over time, or a comparison to
the previous month, wouldn’t that be a great report to have?

So in one fell swoop, you could look at a single report and say, “My pages
that are supposed to be doing the heavy lifting are doing well this month
as compared to last month.” And it’s giving you all the key data that you
need to see for those pages; how many people came to the page, what they
did on that page, and whether they bought something from you or took the
right conversion action. And so, this concept is called “page level
analysis.” I’ve seen it being built into a lot of enterprise SEO tools,

So, these are really expensive tools that can aggregate all of this data
and say, “Hey. This is the primary page. This is what it did for you,”
etcetera etcetera. For most small or medium sized businesses, the tools
that are out there don’t yet bring it to you. But it shouldn’t be too
difficult to pull together that sort of reporting, using data from Google
Analytics and a spreadsheet.

So, why don’t you have a talk if you’re using an agency or someone who’s
helping to do your online marketing, talk to them to see if they can pull
that kind of report together for you. A one page report, three to four
primary pages that you know are doing the heavy lifting and give you some
data around the page level analysis. That will give you a better idea of
how well these pages are performing in search, in organic search. Because
you don’t know what the keywords are, right?

Well, not exactly. You’ve lost that information. So, now you need to look
at it from a page level analysis. And don’t forget the other real advantage
of this too, is that each of these pages should target a specific audience
if you think about it, right?
So, start with the audience. Have an understanding of what they’re looking
for, and make sure that information and those keywords are on the page, and
it’s optimized for them. And so, your page level analysis is going to tell
you how well the page is performing by targeting those people and
delivering the right information to their search queries.

So, that’s my online marketing insight for today; page level analysis
versus keyword analysis. Have a think about it, and have a talk to your
agency partner, or whoever’s doing your online marketing for you, and see
whether they can come up with report that can give you that sort of
insight. I hope that was of value to you.

If you’ve got any questions, or requests, please feel free to post any
comments on my blog. I’d love to hear from you, and I hope these are of
value to you. Thanks very much. This is Edmund Pelgen from