Using Google tools can’t guarantee you millions of leads from your website, but it’s a vital tool to estimate and predict what to expect from your online lead generation.
Many website designers would want you to believe that Google is secretive and mystical; that there’s no way of guaranteeing you a place on page 1 and that all websites get millions of leads!
Well guess what they’re wrong on all counts (Pardon the pun).
I’m going to show you an easy way, using Googles data – and their FREE Google tools, to see how many leads you’re getting (or could be getting)!
Where to find Google tools
Firstly you need to sign up for a Gmail account if you don’t already have one.
Then go to Google tools to start using the FREE Google tools
- Under tools and analysis select the Google keyword tool.
- Now under match types select “Broad” – this returns all results that have the keywords in their website. Whether it’s in the title, the body: or if they’re in the exact order or not; or whether there are additional words interspersed with these words, Google tools will show this as a search.
Now enter your chosen keyword term: We’ll be looking for “houses for sale in Cape Town” – a logical search term that a buyer may use.
- Ask Google to search its Google tools database
Great! Now we have the following results:
- Global (International) monthly keyword searches – 22,200 (Of which 18,100 are from SA)
- Local (SA) monthly searches 18,100
But Google’s not done yet: It’s even given us 800 other keyword terms that people are searching on!
For example; “Property for sale Cape Town” with 27,100 global searches and 22,200 local searches!
Wow! Imagine the sales potential…
But these are not the figures we use.
Broad match will offer up the maximum number of searches that are possible, but in reality when someone searches for “houses for sale in Cape Town” they’re generally looking for exactly that – not “Property for sale Cape Town”
So now we’re going to refine our search in Google tools, by selecting “exact match” for the search type.
- The term “houses for sale in Cape Town” now appears in square brackets [houses for sale in Cape Town] indicting an exact match.
- The number of searches Google tools displays has now dropped to 2900 – fewer results but these are highly targeted leads. They’re searching for houses for sale in Cape Town (You’re not trying to sell to them – they’re looking to BUY from you).
- These are the total number of searches per month (Only for this keyword phrase, though – there are others that will have different results – eg “property for sale in Cape Town). How many of these 2900 leads are likely to visit your website?
I hope you’re sitting down…
How do the results from Google tools help me determine how many leads I’m likely to get from my website.
This is a graphic representation of how the Google searches are split; by position of the website on the Search Engine Results Page (The results displayed when you search for a keyword in Google):
- Position1 “Cape Town Property : Houses for sale in Cape Town : Property24.com” will receive 42% of all traffic (Using the results Google tools gave us – about 1221 leads)
- Position 2 “Houses For Sale in Cape Town” will receive 12% (about 348 leads)
- Position 10 “Cape Town houses for sale from Dogon Group properties | Cape …” will receive 3% (about 87 leads)
- All sites from page 2 back will receive a TOTAL of 10% (290 leads)
The more observant of you are probably reaching for your phone right now… want to increase your subscription to Prop 24! But think for a moment… How many listings do they have; for how many agents? Split across 1221 leads? Your money would be better spent optimising your website for the Search Engines to take over that position 1.
I used the above example because it clearly explains t how to use Google tools to find the number of leads you could expect.
You need to do this for each of the keywords you believe your clients would use to search for your services. The volume is approximately cumulative – add all the volumes together (It’ll actually be slightly less)
I’m going to leave you with a more familiar search page, which is what you would normally see if you search for “Houses For Sale in Cape Town”. Next time we’ll have a look at the importance of Google places (The listings with the little balloons) in lead generation.
I hope you enjoyed this article and above all you now understand a little more about online leads and how to use Google tools to help you optimise your website design to generate more leads. Go across to my “contact us” form if you have any questions or would like to subscribe to receive this newsletter in your inbox.