When it comes to strategically planning out your marketing campaigns, data has proven to be critical to better understanding your customers.
While data is typically driven using marketing results for SEO, PPC, and social campaigns. There’s no reason we can’t use data to improve our content too! Here’s how to utilize data collected from Google Analytics and turn your content into results.
1. Create Variations on Popular Content
Naturally, we want our content to perform well all the time. By looking at Google Analytics, we can identify just which pieces of content are engaging the best. To do this, log into your Google Analytics account and click in Behavior > Site Content > All Pages.
In this section, we’re also able to dig deeper and sort the pages by page views, average time spent on page, page value, bounce rate, and even page titles. So, what can we learn from this section?
-Do you receive more traffic with clickbait titles?
-Do you get more conversions from titles that aren’t clickbait?
-Do list-based posed posts or how-tos perform best?
Once you understand which posts are engaging with your audience the most, the next step would be planning ahead and optimizing titles for new posts to get the results you’re looking for.
2. Find Those Missing Gaps
As you know, content and SEO go together like cookies and milk. Creating well-optimized content is crucial when ranking well in the SERPS. Google appreciates high-quality on-page content to help better answer search queries. If your website has a search bar on your site, you can essentially use this to find keywords your users are looking for. To do this in Google Analytics, go to Behavior > Site Search > Search Terms to locate these keywords. This is a great way to fill in those missing gaps in your content.
The Search Terms report should help you understand what your users are looking for. Therefore, this is a perfect strategy to dominate or improve those posts for better engagement!
3. Update Existing Content
Your old blog posts are still valuable, and could, in fact, gain more traffic and attraction than it did back then. It just requires some additional edits. Old posts still have SEO weight to search engines, and if not updated or contain any relevant content, they could potentially see a valuable visitor exit out of the post and move somewhere else.
In Analytics, go to Behavior > Site Content > All Pages and sort the results by Unique Pageviews or Unique Visit and then compare them to Bounce Rate and Exit Rate. This will show you if your visitors are actually engaged with your content and sticking around. If you notice any old posts that have a high amount of unique views but high bounce rate, consider fixing that right away.