Find out how you can combine Klevu’s Analytics Component, Google Analytics, and SEO to add value to your razor-sharp e-commerce marketing strategy.
Driving traffic to your e-commerce site and keeping visitors engaged through the buyer’s journey can be tricky. Competition is tough no matter what vertical you’re operating in, making it hard to stand out from the crowd.
In a previous blog, we explored how the Klevu Analytics Component and Google Analytics can be seamlessly integrated to create a powerful analytical toolkit. Here, we examine how combining these tools with a solid Search Engine Optimization (SEO) strategy can help you supercharge your marketing.
Let’s start with Google Analytics (GA). It’s a powerful SEO tool … and it’s used by almost everyone. But not everyone is using GA to its full capabilities — specifically, making proper use of its on-site search function. To beat the competition you have to go far beyond the basics and be better than your rivals. Using the GA / Klevu Analytics integration can take you further, giving you the most detailed and granular view of your customer journeys.
The Benefits of On-Site Search Data
Collecting and analyzing on-site search data helps you:
1. Discover the keywords that really matter
Your SEO is only as good as the data you have behind your strategy, and on-site search can bring you richer data. Without it, some of the information you’re using may be of limited value. This is especially relevant when conducting keyword research, which usually involves some margin of error. This is because typical keyword research is relatively broad.
Keywords should be as niche and specific to your brand and product offerings as possible. They should also reflect the actual words shoppers use to search for your products. And collecting granular on-site search data is the fastest, most efficient and most accurate way of learning exactly what customers are looking for.
But perhaps you’re not convinced that insight from on-site search data is truly necessary — maybe market research has served your keyword strategy well in the past. Then let’s look at an example. Imagine that you researched the top Google search terms to land on the keyword ‘down pillow’ for a section of your website. This data tells you that shoppers are using this term across the whole market.
This is good to know. But what if your customers are searching for ‘feather pillows’ far more frequently than ‘down pillows’. If you aren’t employing all the right tools, you overlook it.
Just because there’s clear market data, doesn’t mean your customers are mirroring it exactly. By understanding the exact search terms your customers use in discovery, you can adapt and tailor your product- and meta-descriptions to match what your customers are searching for.
2. More accurately tailor SEO to your customers
When Google’s search spiders crawl your site, they determine the conditions under which your page will show up in the engine’s search results. There are a number of factors that determine this, and keywords and content are some of the most important.
Bringing your e-commerce site’s content and keywords in line with what your customers are looking for will drastically improve SEO rankings. This makes it as easy as possible for Google’s engine to determine exactly what you offer to customers on your site, and know who to recommend your site to.
When you use on-site search data to choose SEO keywords, you end up with an SEO strategy that’s specific to your customers. And this deeper level of optimization helps bump you up the search results in your specific niche.
3. Improve SEO across your entire site
If you use Klevu’s Category Navigation feature, you can invest in getting shoppers to specific category pages, as well as your homepage. Product and category pages are where the niche offerings of your store reside, so it’s important to optimize SEO through your whole site so that many pages show up organically in search results.
The same on-site search data you can use to understand what your customers want can also be used to optimize SEO for each individual product and category page.
The result of this will be more organic site traffic sent directly to relevant areas of your site. And bringing customers directly to what they’re looking for will help to reduce bounce rates.
Klevu Gives Deeper Insights
The benefit of using Klevu analytics, rather than GA alone, is that it tracks searches, clicks and purchases by your shopper which gives you complete visibility of the path from search to purchase. You can view these statistics in the KMC or choose to export it as a file:
It also calculates and displays purchases from search, highlighting which keywords are leading to sales.
Understanding which search terms result in the most conversions helps you adapt and optimize your marketing strategy.
It’s just not possible to attain this level of insight from Google Analytics alone. By using Klevu’s Analytics Component, you’ll make better keyword decisions and avoid spending valuable time and resources trying to boost keywords that don’t convert.
Combine Klevu & Google Analytics to drive more traffic to your site
Klevu analytics isn’t intended to replace Google Analytics — it enhances its capabilities.
Getting keywords right in the first place is a balancing act. The ultimate goal is to have content that’s relevant to both the top terms that shoppers search for on and off your site, and the top terms that lead to conversions.
So when you come up with keywords, the best strategy is to take advantage of the capabilities of Klevu analytics AND Google Analytics. This will ensure that your SEO strategy performs optimally.
It’s also important to keep referring back to Google Analytics to check that your SEO keywords are performing well by attracting more visitors to your site from organic search.
Data from on-site search is one of the best ways to learn more about the shopping habits of your unique customers. GA is an important tool to employ early in your research and to analyze your ongoing success — but combining it with the more powerful Klevu analytics can help you tweak the details of your SEO strategy for better optimization.
And then? Your marketing strategy will gain that much-desired edge over your competition.
Want to learn more about Klevu’s powerful capabilities? Schedule a live demo.