Internet Marketing: Manage under-performing search engine keyword traffic

The above graph shows keyword searches that result in poor conversion ratios. At the bottom of the graph are the worst performing keywords. Poor performance could be the result of:

• Inappropriate keyword combinations where people are searching for something you don't have. We recommend removing any targetting so that the graph distortions are also removed.
• An inappropriate page such as a links page has come up with an interesting keyword combination that is getting hits. Add appropriate content to the page to try and capitalize on the traffic.
• Poor page content not getting the most out of the traffic.

Start by assessing the relevance of each keyword to your websites product or service. Remove search engine targetting of irrelevant keywords. Consider the performance of the remaining keywords. General keywords will have a low conversion ratio compared to specific queries that match your product. Identify a list of poor performing keywords that you would like to improve, prioritize by session traffic.

For poorly performing high traffic keywords you need to look at which pages are being targetted by the keywords and what the actual source of the problem is. The keyword selector below will provide additional information about the pages and search engines involved.

In the next section below you may select a keyword and see its behaviour.