Using Raven Insights to find the best opportunities for your site
Written by Jon Henshaw and published
Raven’s Insights tools help you discover the keywords and content that have the most opportunity for your campaign, and they get the data from the best place possible – your own site.
By default, the Keyword Opportunity and Content Opportunity tools apply site engagement data from Google Analytics. They then use that data to determine which keywords or content have the most opportunity for increasing site engagement – lowered bounce rate and increased time spent on site.
But to really see what these tools can do, add Google Analytics Goals and/or E-commerce and watch your data get even better. Here’s how:
Set up Goals and E-commerce
In Google Analytics, Goals represent conversions. For example, a goal can be a thank-you page after a visitor submits a form, a purchase confirmation page or an important page you want visitors to view. Google provides detailed instructions on how to set up Goals.
Google Analytics also supports tracking E-commerce transactions. Like Goals, they provide detailed instructions on how to set up E-commerce tracking.
Once Goals and/or E-commerce tracking has been set up, you’ll need to enable them in Raven. From the Insights tool, click on the Configure GA icon.
Check the Goals and E-commerce checkboxes to enable them in Raven.
Once enabled, the Insights tools will provide keyword and content opportunities based on how well they convert or how much money they make.
The Insights tools automatically rank keywords and content by opportunity, but they also provide options to help refine the list. For example, if you want to find opportunities that exclude the site’s brand, you can use the boolean search input field to filter out the brand. If I were using the tool for Raven, I would filter out the keyword “raven” to display keyword opportunities without our brand.
Interesting opportunities can also be found during certain date ranges. For example, setting the date range for the past twelve months may provide general opportunities over time, versus opportunities based on recent activity.
If a site publishes seasonal content, changing the date range to display keywords or content that lead up to a seasonal event can be quite revealing. This is especially true if you filter the results using the event name.
Better campaign focus
For SEOs, the old way of engaging customers was to focus on SERPs. The only thing that mattered was where they ranked for certain keywords. However, the new way is to focus heavily on site performance – increasing targeted traffic, site engagement, conversions and E-commerce transactions.
Coupled with performance reports from Google Analytics, Insights can provide actionable keyword and content opportunities for both your team and your clients. Using Insights, a campaign can better focus on the keywords and content that are most likely to perform well.