Track which organic keywords are driving conversions and revenue so you can make better content marketing decisions to improve your bottom line.
If you work in content marketing, understanding how your blogs and landing pages are driving conversions through the full funnel is a key way to drive more business.
We found that 89% of marketers use blog content as a key part of their marketing strategy.
But there are issues when it comes to reporting on organic traffic and SEO performance. 32% of marketers said they struggle to track blog content conversions, but how deep are these insights?
And when buyers are viewing three to five pieces of content before engaging with a sales rep, it’s clear that you as a marketer need to be able to prove which content is achieving that. And, even more importantly, which organic keywords are supplementing those important sessions.
Do you know which organic keywords bring in the most traffic and conversions? If you said no, you’re not alone. Only 23% of marketers are confident they’re tracking the right KPIs.
While Google Analytics can tell you the performance of your landing pages and content, it can’t share the search queries you rank for.
But, there is a get around.
Ruler Analytics has an in-product feature that allows you to view which organic keywords are driving traffic and which are driving conversions.
Keep reading to learn:
Let’s get stuck in.
Many marketers assume that just because their organic content is driving sessions, that means their content is working well.
If you’re only tracking sessions as a success for your content marketing, then you have a very limited view of how your organic blogs are actually working.
While Google Analytics is a great tool to measure your marketing, it only gives you part of the picture.
Related: The limitations of Google Analytics
When it comes to SEO, your ultimate goal should be to drive sales and revenue. If your blogs are driving traffic, but not converting those visitors, then your SEO strategy isn’t working.
In order to get a full understanding of the impact of your organic traffic, you need to link your closed sales back to your organic keywords. This will give you visibility of how your blogs are driving traffic, but also how they’re driving leads, conversions and sales.
Let’s use an example to explain.
You log into GA and see that 1,000 people viewed your recent blog post in the last month. Great work! But what do those 1,000 users mean?
While you can track how they found you; organic search, referral, direct, you’re still left high and dry if you’re not in eCommerce when it comes to understanding more about their full customer journey from end to end.
In Google Analytics, you’ll likely see ‘keyword not provided’ when trying to connect keywords to your content.
This leaves you with a missing view of how those visitors found you in the first place. Understanding this, and linking it to your bottom line gives you a deeper line of insight that you can use to optimise your content marketing.
Here’s how to get your hands on that data.
In order to view what traffic, clicks, leads and sales you’re driving from your organic content, you need to integrate a tool that can track all of your leads and their sources.
By tracking organic keyword conversions, you’ll be able to track, evidence and optimise your organic marketing.
Enter Ruler Analytics.
Ok, so Ruler is a whole tool that can help you evidence which marketing channels and campaigns drive the most sales.
Sticking to organic keyword conversions specifically, here’s the data you can hope to find with Ruler in place:
Organic keyword: What keyword that lead likely searched
Position: Your current ranking for that keyword
Volume: The traffic volume of that keyword
Let’s look at how it works.
Ruler Analytics is a marketing attribution tool that allows you to track each and every lead, and connect closed sales back to your marketing channels, campaigns, ads and you guessed it, keywords.
Ruler will allow you to connect the dots between all of your main tools and get the data you need, where you need it most.
By connecting your website, your CRM and analytics tools using a tool like Ruler, you can fire data that was previously locked away so that it’s shared across multiple tools.
Ruler Analytics starts at £199 per month and it offers way more than just organic keyword conversion tracking. See exactly what data you can see with Ruler Analytics.
Once Ruler Analytics is all set up, head to the forms report where you can see all of your inbound form fills.
You’ll be able to filter these form submissions by source. Filter it so you can just see your organic referrals.
Take a look at the data and move along to ‘keyword’. Here, you’ll see the most likely organic keyword that inbound lead searched on that organic session.
👉 Book a demo of Ruler Analytics to get started with organic keyword conversion tracking
Got a really high-value customer and you want to know how they found you and what they’ve engaged with?
Head to their full customer journey report and see exactly how they found your business and engaged with you.
Chances are, they’ve had multiple touchpoints with your website. And it’s likely they have had multiple organic touchpoints too.
With Ruler in place, you can see each organic touchpoint, plus the organic keyword that they typed in.
So, even if a lead or customer didn’t convert via an organic search but it was an instrumental part of their journey, you can still track that.
Want to learn more about customer journey tracking? Download our complete guide and see how to track each and every marketing touchpoint a user has with your company.
And there you have it. An easy way to get eyes on your organic keyword conversions. With Ruler in place, you can effortlessly track which organic keywords are driving traffic, which are driving leads, and which are driving sales.
With that knowledge in your hands, you have the power to make data-driven decisions about your organic content.
Want to learn more about how Ruler can support you to achieve your business goals? Read our guide to why you need Ruler. Or, get started and book a demo. You’ll be able to see all of our data in action and understand what integrating with Ruler will give you access to.