How to track and analyze the performance of your keywords

7 min readJun 19, 2023

SEO involves optimizing a website’s content to rank high in search engines like Google, which in turn drives more traffic and increases revenue. One of the most important aspects of SEO is choosing and tracking the right keywords.

In this article, we’ll discuss how to track and analyze the performance of your keywords in order to optimize your SEO efforts and increase your online presence.

Definition of Keywords

Keywords are the words and phrases that people type into search engines to find information on a specific topic. In other words, keywords are the key terms that search engines use to match search queries to relevant content on the internet.

Why are Keywords Important for SEO?

Keywords are important for SEO because they help search engines understand what your website is about and whether it’s relevant to what the user is searching for.

By incorporating the right keywords into your website’s content, meta tags, and URLs, you make it easier for search engines to recognize your website as a relevant source of information for a specific topic.

Types of Keywords

There are two types of keywords: branded and non-branded. Branded keywords contain the name of your company or product, while non-branded keywords are more generic, such as “best hiking boots”.

It’s important to target both types of keywords in your SEO strategy in order to reach a wider audience and increase your chances of ranking high in search engine results pages (SERPs).

Keyword Research Strategies

There are several keyword research strategies you can use to determine which keywords to target.

These include analyzing competitor websites, using keyword research tools such as Google’s Keyword Planner or SEMrush, and brainstorming a list of potential keywords related to your business or industry.

How to Determine Which Keywords to Target?

When deciding which keywords to target, it’s important to consider factors such as search volume and competition.

The best keywords are those that have a high search volume and low competition. These keywords are likely to bring in more traffic to your website and have a higher chance of ranking high in SERPs.

Importance of Search Volume and Competition

Search volume refers to the number of times a keyword is searched for on Google’s search engine.

High search volume keywords have a large audience, but they are also highly competitive, meaning it may be difficult to rank high in SERPs for those keywords.

On the other hand, low search volume keywords have a smaller audience, but they are also less competitive, making it easier to rank high in SERPs for those keywords.

It’s important to find a balance between high search volume and low competition keywords to optimize your SEO efforts.

What Metrics to Use?

There are several metrics you can use to track keyword performance, including click-through rate (CTR), bounce rate, and conversion rate.

CTR measures the percentage of clicks a keyword receives in relation to the number of impressions (how many times your ad or content was displayed).

Bounce rate measures the percentage of users who leave your website after viewing only one page.

Conversion rate measures the percentage of users who take a desired action on your website, such as making a purchase or filling out a contact form.

Using Google Analytics to Track Keyword Performance

Google Analytics is a free web analytics service that allows you to track website traffic and user behavior.

By setting up goals in Google Analytics and linking it to your AdWords account, you can track keyword performance and determine which keywords are driving the most conversions and revenue.

Keyword Tracking Tools: SEMrush and Rank Tracker

SEMrush and Rank Tracker are two popular keyword tracking tools that allow you to track the performance of your keywords over time.

These tools provide valuable insights into keyword performance metrics such as search volume, competition, and ranking position.

By analyzing this data, you can determine the profitability of each keyword and adjust your SEO strategy accordingly.

Conversion Tracking

Conversion tracking is the process of tracking how many users take a desired action on your website, such as making a purchase or filling out a contact form.

By tracking conversions for each keyword, you can determine which keywords are driving the most revenue and adjust your SEO strategy accordingly.

Determining Keyword Profitability

Keyword profitability refers to the amount of revenue generated by a keyword in relation to the cost of targeting that keyword.

By analyzing keyword performance metrics such as cost per click (CPC) and conversion rate, you can determine the profitability of each keyword and adjust your SEO strategy accordingly.

Optimizing Products and Services Based on Keyword Performance

By analyzing keyword performance and determining which keywords are driving the most revenue, you can optimize your products and services to better meet the needs of your target audience.

For example, if a particular keyword is driving a lot of traffic for a specific product or service, you can optimize that product or service to better meet the needs of your audience and increase revenue.

Importance of Backlinks and Visibility

Backlinks are links from other websites that point to your website. They are important for SEO because they indicate to search engines that other websites consider your content to be valuable and relevant.

In addition, it’s important to have high visibility in search engines like Google in order to attract more traffic to your website.

By optimizing your website’s content to include the right keywords and building high-quality backlinks, you can increase your website’s visibility and improve your chances of ranking high in SERPs.

Unlock Insight with Google Search Console

Google Search Console is a free tool that allows you to monitor your website’s performance in Google’s search engine.

By analyzing data such as search queries, impressions, and click-through rates, you can get valuable insights into how users are finding and interacting with your website.

This data can help you optimize your SEO strategy and improve your website’s performance in search engines.

Cost-Per-Click (CPC) Advertising with Google Ads

Google Ads is an advertising platform that allows you to place ads on Google’s search engine and partner websites.

By targeting the right keywords and using CPC bidding, you can drive more traffic to your website and increase your chances of ranking high in SERPs.

However, it’s important to monitor your campaign’s performance and adjust your strategy accordingly to ensure that you are getting the most out of your advertising budget.

Monitoring Search Results and Search Terms

It’s important to monitor your website’s search rankings and search terms on a regular basis in order to detect any negative changes and adjust your SEO strategy accordingly.

By looking at your website’s performance in search engines like Google, you can identify areas for improvement and make changes to optimize your website’s content for search engines.

Using Google Analytics to Analyze SEO Efforts

Google Analytics provides valuable insights into how users are finding and interacting with your website.

By analyzing data such as search queries, bounce rate, and conversion rate, you can identify areas for improvement and adjust your SEO strategy accordingly.

Adjusting Keyword Optimization Strategies

If you notice a decline in keyword rankings or performance, it may be necessary to adjust your keyword optimization strategies.

This may involve targeting different keywords, adjusting your website’s content to include the right keywords, or building high-quality backlinks to improve your website’s visibility in search engines.

Conclusion

By following the strategies outlined in this article, you can track and analyze the performance of your keywords, optimize your SEO efforts, and increase your online presence.

Whether you’re a small business owner, marketer, or CEO, it’s important to stay up-to-date on the latest SEO trends and techniques in order to remain competitive in 2023 and beyond.