topic Re: Where is all of our good organic traffic coming from? in Content Strategy & SEO

Where is all of our good organic traffic coming from?

AGardner — Tue, 23 Aug 2022 21:12:21 GMT

Over the past year we built and launched an excellent lead nurture campaign for prospects that come in through our lead capture form on our website. Over this summer, which is normally our slow season, we've been getting a steady stream of highly qualified, high-value leads all coming from organic traffic, converting at a high rate.

In the first quarter we ran LinkedIn and PPC ads, but diconstinued our campaigns after we saw little direct return. Since our normally slow summer has started snowballing with organic leads, we want to dive more into what is driving them. But the only thing Hubspot is informing us on is that the leads are coming from "Organic Search from Unknown keywords." How do you think should we dial in and uncover what's already driving this success so we can replicate and build??

Re: Where is all of our good organic traffic coming from?

DavidDennison — Tue, 23 Aug 2022 22:18:55 GMT

While HubSpot may not know the keywords, Google Search Console certainly does. Go into GSC and start exploring the performance tab for the keywords that you're appearing in the SERPs for. You'll find all your answers there!

Re: Where is all of our good organic traffic coming from?

Jnix284 — Wed, 24 Aug 2022 00:33:56 GMT

@AGardner ditto what @DavidDennison said, Google Search Console will help tremendously in identifying the keywords.

If you have a Google Business listing on Maps, I also recommend checking out those insights as they will show you another layer of keywords.

There are also tools like SEMRush and Ahrefs that can help you create strategies around these keywords once you've identified them by providing competitive insights.

Re: Where is all of our good organic traffic coming from?

jolle — Wed, 24 Aug 2022 00:49:37 GMT

Hey @DavidDennison,

You should 100% check out the Google tools that @AGardner and @Jnix284 recommended! Those tools are great for pulling overall keyword and search term insights and are definitely the best tools for the job in that regard.

If you're looking to tie some performance data back to actual conversions within HubSpot, I think that the Page Analytics tool will provide some powerful info about what happened when the contacts arrived on your page from organic search.

If you had to Reports > Analytics Tools > Traffic Analytics and head to the Pages tab, HubSpot will pull in the individual performance of all tracked pages that have the HubSpot tracking code. You can edit the columns to pull in form submission info (assuming that you have HubSpot forms embedded on your website pages), CTA button clicks (if you have CTA buttons embedded on your pages) new contacts created, entrances, exits, and more!

You may already have goals set up in Google Analytics or a form naming convention that clearly identifies the conversion page, but it's great to see the actual contacts who converted and what they've gone on to do. Here are some quick takeaways you may be able to pull:

Which website pages/blog posts have the highest conversion rate (so you can ensure that they are optimized for conversion and Google. You may also be able to incorporate them into more assets)
Which website pages/blog posts have the highest page views/entrances (so you can ensure that they are optimized for conversion)
Which website pages/blog posts produced the most new contacts/customers
Which website pages/blog posts produced the most reconversions (Total submissions minus new contacts — this can give you a sense for your top-performing middle/bottom-of-funnel content)

Hope this helps!!