In case you’re wondering, Urchin Tracker Module (UTM) codes are those little numbers and letters you see at the end of URLs when you’re using a search engine to search for content. UTM codes often appear after the “?” in a URL, but they can also appear after any of the words in a search query.

You can use these codes to get more specific results from a search engine. For example, if you’re searching for lawyers in NYC, using UTM codes will help narrow your results to only include New York City based lawyers.

When you use UTM codes with a search engine, you’ll see colored boxes with the number of results at the top of the page. These boxes are known as an “orange box”, and they’re usually located above the fold (above the part of a page you see when you first glance at it).

So, how exactly do you use UTM codes with a search engine? It’s actually quite simple, and it involves three steps.

Find The Right Niche:

The first step is to find a niche. If you’re a lawyer searching for NY lawyers, for example, you’ll want to enter the niche of “lawyer” and “New York” as the location. You don’t need to limit yourself to those two search terms, but you should enter something that will narrow down your results.

The next step is to create a list of keywords for each search term you entered (in this case, “lawyer” and “New York”).

You can get keyword ideas from the Google AdWords Keyword tool. Just type a word or two above your niche or location to see a list of suggested keywords (don’t worry, this is totally free).

Once you have your list of keywords, you can enter them into the Google Keyword Tool to see how many searches there are per day, on average, in your chosen niche.

Choose A Search Engine That Supports UTM Codes:

The next step is to choose a search engine that supports UTM codes. Nowadays, most modern search engines, including Google, support this feature; however, it’s important to note that some older search engines, such as IE8 and earlier, do not support UTM codes. (For more on this, see our post about the pros and cons of Google vs. Bing Webmaster Tools).

If you decide to use an older search engine, you’ll either have to find a workaround (such as using UTM codes on Bing) or find a new search engine.

Use The UTM Codes:

The last step is to use the UTM codes. To find the orange boxes on a Google search result page, you’ll simply need to enter the following in the location field (or as a bookmark via the URL field): utmcodes (or) utm_codes.

You can enter one or both of these keywords, and if you entered a location, you’ll also need to enter the city name, as well. (In this case, we entered “NY lawyer”.)

As you can see in the image above, the first Google search result for “NY lawyer” has a colored box next to it, showing the number of UTM codes it contains. This is because the URL for this result contains the keyword “utmcodes”.

Clicking on the orange box will take you to a page similar to the one you see above, where you can learn more about the topic and get a free download from the source (in this case, from the New York Bar Association).

If you entered a location, you may also see suggested travel destinations or other locations, as well. For example, if you entered “NY lawyer”, you may see a map with all of New York’s nearest bars and cafes, as well as destinations such as Niagara Falls.

If all of this seems a bit much, you can use the URL for this blog post itself to get to the very same page. For example, if you enter into the location field, you’ll be taken to the blog post about using UTM codes with ClickFunnels.

For more information about UTM codes, see Wikipedia.