So the other day I found this post on Yoast that describes how to set up some Advanced Segments in Google Analytics such that you can isolate out the traffic you received from keywords where your site ranks on the second page (or any page) in the Google SERPs. Its pretty slick. It basically uses the start=10 value in the URL of the Google search results pages to identify whether they came from page 1, 2, etc…
Now first let me acknowledge that there is a slight margin of error in this approach. You see, some people might have their Google preferences configured to show 25 or 100 results per page. That would likely mess up the data here.
That, however, is missing the point. Most people use the default of 10 results per page, and this advanced segment is very helpful for SEOs and webmasters looking to collect more low hanging fruit via second and third page rankings. Those are keywords you are already “almost ranking” in the top 10 for, so a a little more time and effort building content, links, etc. for those pages is more likely to yield significant traffic and leads than targeting a new keyword where you are not ranked in the top 100.
I’ve had this set up on one smaller site for all of 1 day and I can already see the benefit. I found a good number of keyword that one of my sites is ranking between #11 and 15 for. Once I have more data I’ll take a look at which ones of those are really converting traffic, and then give those associated landing pages a little more time and attention to shoot for top 5 rankings.