OK, in Part 1 we talked about how to get the data that relates to the history of organic traffic to your web site. Now we will go over what to do with that data.

Analytics queries

See What Existing Pages Make The Most Sense For Each Search Term And Improve Upon Them, Then Create The Rest

Here’s how my daily to-do list would go for this site being armed with all of this information from your only personal keyword data.

1) Pick one term: For each term I would decide if it’s worth getting traffic for. I might rank the term in its worthiness. Phrases that put searchers very close to (or at) the buying position would rank the highest. Discard terms that make no sense. If you really want to take the time, you can see:

a) where you currently rank

b) the expected traffic you can get when in position 1

c) the current competition

d) the estimated dollar value

You can use a keyword tool like Market Samurai to do that. Personally, I like to provide new content to my list and Facebook page anyway so I am happy to provide value even if it won’t dump loads of traffic from the organic results into my site. So I spend my time on other things.

2) Find very similar keywords from the list that wouldn’t need their own pages on your site. These would be words that when searched for in the search engine could all lead to the same page and the “query” can be “answered” on that one page.

3) Check to see if there is an existing piece of content on your site that would make sense to rank for those like terms. In a lot of cases there will be. If so, give it a fresh coat of paint. If not create some killer content that will address the query.

4) Put yourself in the searcher’s shoes. Improve that page to the best of your ability. Clean it up. Add more white space. Improve on the content. Add images. Add a video (your own or someone else’s embedded from YouTube). Add some audio if relevant.

5) Share the content on the social web (Facebook, Twitter, G+, etc.), even if you already have in the past if it’s existing content. Link back to the post from wherever you embedded the images from (Pinterest, Flickr), and the video from (YouTube, Vimeo), and the audio from (SoundCloud).

6) Create a PDF with some amazing content that can provide an intro for this content. Link to the page on your site.

7) Create a slideshow (with OpenOffic Impress or PowerPoint) using some of the content from the page. Link over to the page.

8) Consider a press release, a guest post, article, a Squidoo lens, a HubPage, etc. that expands your collection of Internet content but also links to your page.

9) Add something to your Tumblr blog that could ultimately link back to the page.

10) Add the list of keywords and URL for the page into a spreadsheet or some other file to keep track.

Note: You may want to stagger the postings that link back to your site so the backlinks aren’t all created in one day. Don’t worry about keyword rich links, let other people do that. Consider using keyword rich titles for all the content that you post around the web though (PDF, video, slideshow, audio, etc.)

11) Also post your daily news as you normally would, especially if that news is approved for display in the Google News results.

In Conclusion

Truthfully you can do all of the above by working through any set of keyword data that you obtain. However you are at an advantage when working with keywords from your own data set, since you have received traffic for them at least one time in the past.

There still of course may be some main keywords in your industry that you want to attempt to rank for, but keep in mind that all of the data and statistics, regardless of where you find it will not be 100% accurate.

Even in Google Suggest, the phrases that show up may be “made up” automatically. As you are typing, Google Suggest will use their “suggest” feature on even a subset of the entire phrase that you are typing resulting in a completely new phrase that may never have been queried ever before.

Your Analytics data spanning several years back is the best set of keyword data arguably. It’s worth looking through.