Generating Content Ideas
Much of the analysis that we’ve discussed so far focuses on the performance of what you’re doing now. One technique for identifying keywords or clusters of keywords that would work well for SEO is to launch an exploratory campaign using Google AdWords. Here are a few analysis ideas:
Use the AdWords > Keywords report to better understand which keywords generate conversions and revenue for your business.
Segment out the paid keywords that are working and analyze why (best keywords for each geography / language, for each product, and for each customer segment).
Analyze the relationship of keywords to different types of micro-conversions (email signups, adding to cart, store locator, PDF downloads).
Use Multi-Channel Funnels to analyze where clusters of keywords sit in the conversion funnel; use this to valuate upper-funnel keywords that might not be obvious.
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