When planning your marketing campaigns, data has proven to be critical to better understanding your customers. Especially as we approach the holiday season, this is a crucial time to beat out competitors. Here’s how to utilize data collected from Google Analytics and turn your content into results.
Create Variations on Popular Content
Naturally, we want our content to perform well all the time. By looking at Google Analytics, we can identify which content is engaging the best. To do this, log into your Google Analytics account and click on Behavior > Site Content > All Pages.
In this section, we can dig deeper and sort the pages by page views, average time spent on a page, page value, bounce rate, and even page titles.
So, what can we learn from this section?
- Do you receive more traffic with CTAs?
- Do clickbait titles get more conversions?
- Do list-based posts or how-tos perform best?
Once you understand which posts are engaging with your audience the most, the next step would be planning and optimizing titles for new posts to get the results you’re looking for.
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, you can use this to find keywords your users are looking for. To do this, you can go to your Google Analytics dashboard, and click on Behavior > Site Search > Search Terms which is where you will 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!
Update Existing Content
Your old blog posts are still valuable and could gain more traffic and attraction than they did back then. It just requires some additional edits. Old posts still have SEO weight to search engines. If not updated or containing relevant content, they could potentially see a valuable visitor exit the post and move elsewhere.
In Analytics, go to Behavior > Site Content > All Pages, 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 engaged with your content and sticking around. If you notice any old posts with many unique views but a high bounce rate, consider fixing that right away.
Look at Keyword Intent
Your content needs to serve your audience. As mentioned above, Google wants you to provide value to visitors. That’s how your content is going to rank well in the SERPs. For this purpose, it pays to know the intent behind the keywords people search for. If the keywords in your content match the goal of visitors, they’re more likely to find your posts helpful.
There are 4 types of keyword intent you should be aware of:
Navigational: Search for a specific website
Informational: Search for the answer to a question
Investigational: Search for information
Transactional: Users are ready to buy
To discover the intent of users visiting your site, you’ll want to view your Search Queries report. Find this via Acquisition > Search Console > Queries.
Content Marketing Support with Boston Web Marketing
Boston Web Marketing understands that keeping up with the fast-paced content marketing world is challenging, which is why we can take this off your shoulders! We can juggle the many parts of a successful SEO strategy and personalize your content using data-driven research. Click here to contact us directly!