One of our clients is an ecommerce company who has invested quite a bit into search engine optimization. In order to measure the effectiveness of their SEO, we need to analyze the keywords that are driving the most conversions to their company. One note on this… in order to run these reports you must have ecommerce and conversion tracking enabled in Google Analytics.
The first step in the process is to utilize segments to limit the overall report results to organic conversions only. Navigate to Traffic Sources > Search > Overview and select Non-Paid Search Traffic from the Advanced Segments menu (you can collapse that section by clicking the arrow). You can click these images to see them full screen. I’ve removed the domain name and account information:
The next step is to select Ecommerce in the Explorer window. Now you’ll see your overall organic search and ecommerce stats. The next step is to select the Keyword filter in the Viewing section.
Now you can export those keywords and see exactly what’s generating the most revenue, highest conversions and the per visit value of your goods!
