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Using Analytics & Keyword Segmentation

Using keyword segmentation can be the most effective way to supercharge your marketing, if you do it the right way!

I am guessing most of us never think about segmenting our analytics and keywords of our contents or websites, so I thought I would go over a few of the reasons why it’s so powerful – and then a bit of a ‘how to’.
First of all, knowing as much about your existing and potential customers is pretty darn important. You can get a lot of demographical info about them from your Google Analytics.
In Google Analytics, you can also see that there are some people who are new to your site… and some who are returning for a bit of extra information, or whatever it is you are offering on your site.
One of my favourite bits about Google Analytics is that you can get the information about quite a few keywords used to find your website. You can also drill down a bit further with your options in Google Analytics and find some other information like ‘non-paid search traffic’, ‘keywords not provided’, browser used to visit your website etc.
By customizing the search for keyword segmentation in the Google Analytics according to landing pages, locations and referring sites to have a closer look at you can see a lot more useful data than if you didn’t.
And then, by gathering the information about the visitors of your site, you can make your content more engaging and be targeting them.
You can also understand more about the places/pages that they visit and can place your information accordingly.
As you probably have guessed by now, the main reason behind getting good SEO happening on your blog, is to bring the organic audience to your site. So improving your SEO by gathering as much useful information about your existing as well as potential customers is pretty useful!
You can use this information about your customers to offer specific services, create new products or expand on certain products you have already put out there if they are getting more attention than others – all targeted for your customers. I’ll go into it in a different article, but besides just finding out the people who are clicking things, you need to have something in place to find out which of the keywords you are targeting are the ones that convert to sales. After all, it’s not really effective keyword segmentation and useful analysing, if at the end of the day it doesn’t end up making you more money!
Some ideas for using this information could be to:
  • Create more targeted optin pages for your visitors
  • Dig deeper into that still, by offering surveys
  • Making more ‘gender specific’ headlines – targeting words that appeal more to the demographic stereotypes
Once you can look at the who your main visitor is, you can use that to create what is called a customer avatar.
Open a word document – copy and paste the following questions into it and answer away. The more specific you can be about it, the better!
  1. Give them a name
  2. Are they male/female?
  3. Where do they live? (Pick a place, even a state… )
  4. What is his/her age?
  5. What job does s/he have?
  6. What do they look like? (describe their hair, body shape, kinds of clothes they wear… very specific)
  7. What do they buy online?
  8. How often do they buy online?
  9. What are their hobbies?
  10. What do they watch on TV?
  11. What magazines are they likely to buy?
  12. What do they eat?
  13. Their political views?
  14. Education?
  15. Anything else that helps you build a very clear view of WHO this person is.
Keep all of the details as focused on the data you have at hand as possible – i.e. don’t make-up what you ‘think’ that people might want… go by what they are actually clicking and engaging in.
Once you have built your customer avatar, you can then write better sales letters, create more targeted products and use keyword segmentation to your advantage much easier and successfully!


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