What was the challenge?
After helping Lock & Co. become one of the most visible hatter brands in Google UK, we analysed organic search journeys and noticed that the visitors were not converting at the desired rate. The brand wanted to understand which organic keywords drive sales and revenue. However, Google removed keyword-level conversion data from organic search reports years ago. Being curious as we are, we decided to explore an alternative solution.
What made the difference?
To address this challenge, we have developed our proprietary keyword-level conversion attribution system, which can now be easily deployed for both existing and new clients. We do it by:
1️⃣ Gathering and confirming keyword-level and page-level traffic and conversion data from Google Analytics and Google Search Console.
2️⃣ Applying a proprietary algorithm that assigns conversions to keywords based on several factors, including traffic contribution and the type of keyword.
3️⃣ Producing the final keyword-level report showing organic search terms with traffic they drive to the site and, finally, attributed keyword revenue and revenue per visit.
This innovative report allows us to focus the SEO strategy on keywords that drive conversions. It also opens the door to the proper SEO/Paid integration.
What did it achieve?
📈 We successfully uncovered several previously hidden conversion opportunities. For example:
1️⃣ Despite its seemingly local intent, keywords related to ‘London’ and a (physical) shop drove higher revenue/visit online! Searchers use that as a quality pre-qualifier for online shopping.
2️⃣ Certain product categories (often with lower search volumes) convert surprisingly better than other, more popular and prominent collections. We now focus on optimising those as well.
3️⃣ Certain Editorial articles convert far better than others. We now know why and are deploying the learnings elsewhere.
4️⃣ The high-traffic and low-conversion content pages are now fed into the Paid Retargeting campaign.
5️⃣ Some search terms convert well despite not having a matching destination. We can now create dedicated landing pages and maximise them further.
