topic Re: How do filter contacts by keywords used to bring them to site? in Content Strategy & SEO

How do filter contacts by keywords used to bring them to site?

donrua — Thu, 27 Jul 2023 21:55:53 GMT

So, it's a basic need to know where your business is coming from.
If my traffic is flooding to pages A, B, and C, I need to know WHICH value traffic is going there. To do that, I would like to filter that traffic as contacts that resulted in a deal, or in a particular lifecycle stage.
Then I want to see what terms they are searching to get there, so that my content strategy is informed on the keywords used SPECIFICALLY by high value contacts, as perhaps some other pages are getting hammered with high traffic but it's not our ideal client traffic, it's the wrong traffic, maybe too small, wrong stage, etc.

thoughts on how to connect keywords search to filtered segments of contacts?

Re: How do filter contacts by keywords used to bring them to site?

kvlschaefer — Fri, 28 Jul 2023 12:32:55 GMT

Hey @donrua,

Thanks for kicking off this conversation!

You can build two lists in this case to segment your high-value contacts and their associated keywords:

1) List A - An active list that segments high-traffic and high-value contacts which uses a page view filter and a deal or lifecycle stage filter.

2) List B- A second active list that uses "List A" as a List Membership filter in addition to Ad Interactions filters such as Google Campaign Name or Google Campaign ID is known and Google Keyword Name is Known.

I also wanted to invite our subject matter experts to see if they have any insight on how to build these segmented lists.

Hi @danmoyle, @Jnix284, @Bryantworks - Do you have any thoughts for @donrua?

Thank you!

Best,

Kristen

Re: How do filter contacts by keywords used to bring them to site?

donrua — Fri, 28 Jul 2023 18:41:29 GMT

We are not running any Ad campaign, so using keywords from ads does not
help.

We want to know what organic keywords people are using to get to our
website. I can see some comparison of topics in the Topic Clusters report,
but that just shows traffic, not "filtered high value" traffic/contacts.
Trying to figure out how to connect the dots. Our execs want to see a clear
line between spend on content to revenue, so looking at contacts that
became revenue, and exactly their touches to find us, touch us, is
something I'm trying to get a handle on.

Re: How do filter contacts by keywords used to bring them to site?

Jnix284 — Fri, 28 Jul 2023 22:03:45 GMT

Hi @donrua there are a couple of options for looking at your search results, but you'll need Google Search Console connected to your HubSpot account.

For individual pages, you can look here:

So once you have the list of the top converting pages, you can review those pages for top search terms.

As you mentioned, you can also use the SEO topic cluster tool to gain insights.

The other option is to connect Google Analytics so you get deeper insights into your organic traffic, search terms, and conversions.

Re: How do filter contacts by keywords used to bring them to site?

donrua — Mon, 31 Jul 2023 14:29:29 GMT

Thanks. Still trying to connect the dots to revenue, or find some steps
others might use via reports, lists, or other tools.

For example, you suggested "So once you have the list of the top converting
pages, you can review those pages for top search terms."

- I can see pages that convert from GSC/SERPs, and I know what search terms
might bring people to those pages, but that traffic and those conversions
may not be the right traffic (turn into revenue). I might be chasing the
wrong traffic/keywords unless I can see that traffic is identified as
contacts and X percent of those contacts were associated with revenue or a
deeper life cycle stage. Then I can start to compare budgets with other
methods to drive that same revenue, such as $ for conferences and events.

Re: How do filter contacts by keywords used to bring them to site?

danmoyle — Mon, 31 Jul 2023 16:02:10 GMT

@donrua as long as I've been using HubSpot, showing specific organic SEO keywords has been nearly impossible, as Google keeps those very close to the vest.

As mentioned in other answers, Google Console and Google Analytics may help some.

I'd also recommend trying to find different ways to report attribution in HubSpot. [Understand attribution reporting]

You can show the execs things like "which campaign led to the most new contacts" or "which asset creates the most contacts," then show how many contacts convert into MQLs and SQLs, and how the Deal pipeline performs. But I have yet to see someone create a report that says, "These organic keywords lead to this much money" in that succint of an effort.

May not be the answer you're hoping for, but it's what I know after working in the HubSpot tools for 13 years. 😊

Re: How do filter contacts by keywords used to bring them to site?

donrua — Mon, 31 Jul 2023 16:13:59 GMT

Thanks Dan and all for your thoughtful posts. I recognize that I'm pushing for something that is not out of the box and may be impossible with the block Google puts on attributing keywords to unique visitors.

However, I wanted to probe in case I'm missing something, and maybe someone had built a hack where they can tap some zapiers or apis to connect the dots. i.e. traffic to topic clusters can be tracked to X, Y, Z keyword groups, and those clusters can connect to contacts associated with a deal, etc. A playbook or template for setting up the connections, even if it isn't granuar, it still traverses keywords to search clicks to topic to performance/rev/MQL.

Our execs are very sales driven, and know that if they shake someone's hand at an event, invite them to a demo, and close the deal, that ROI can be tracked pretty cleanly. So, how to compare the $ invested in that known ROI, with the $ for content help, writers, etc? They don't want fuzzy math, but very transparent, so they can compare apples to apples. Marketing does much more than that, from branding, to nudges, etc.
But Hubspot and API's continue to bring new capabilities to the fore, so wanted to explore it further than the standard answers. Thanks again.

Using Campaigns is definitely a help for showing the efficacy of some initiatives.