Better SEO Through Analytics-Focused Content Marketing

Better SEO Through Analytics-Focused Content Marketing

There's gold in your analytics.

If you know how to sift through the data, you can glean valuable insight that informs your content marketing campaigns. With a few tricks, you can use those data to target keywords that will give you better visibility on Google. Better visibility means more traffic, more leads and assuming your copy is solid, more sales.

But we're getting ahead of ourselves. Below, we'll take a close look at proven strategies for digging through your site's analytics to uncover content-related search opportunities. Realize upfront there's a fair amount of investigative work involved. But if you're willing to put in the time, you can give your site a healthy boost in Google's organic rankings.

It starts with your keywords...

Look For Keywords Providing Search Visibility

Your site is hopefully appearing in the search results when people type in keywords relevant to your site's content. Your analytics package will tell you which phrases you're ranking for. If you're using Google's Search Console, you'll also see the click-through rates (CTRs) on those phrases.

The CTRs demonstrate that people are interested in material related to the keywords. High CTRs indicate topics that generate a lot of interest.

That's good information. It suggests you can grab more traffic by creating blogs, articles, white papers and other material that address those topics.

Shore Up Your On-Page SEO Elements

What if your site is appearing for your target keywords, but people are not clicking on your listing?  That suggests your copy is weak.

There are two main elements that affect your click-through rate on Google:

1. Your title
2. Your description

You control both.

It's important that your title displays the keyword searched for by the user. The phrase will appear in bold within your listing, which will draw the user's attention and compel him or her to click.

Your description should go one step further. Not only should it include the keyword, but it should also be written in a way that entices the user to investigate. Dangle the promise of useful content on your site and the user will be inclined to click through to read or watch it.

It's worth noting that low CTRs might suggest heavy competition. If your space is filled with authoritative sites, those listings may receive the lion's share of attention. It may behoove your SEO campaign to focus on developing material around less-competitive phrases.

Build On Past Content Marketing Successes

Let's suppose your site is ranking well for a number of important keywords and you're enjoying high CTRs on those listings. That indicates the articles and blogs on your site matched to those phrases have struck a chord with your audience.

How can you leverage that information?

One strategy is to create more content around those phrases and not just any content, but comprehensive, cornerstone content.

For example, let's say your site sells golf equipment and you've created a page offering tips on how visitors can improve their golf swing. The page is ranking well on Google and enjoying a high CTR. You could leverage your success by creating a silo for your site offering “deep dive” articles on the following:

• How to fix your slice
• How to generate more power behind your drive
• How to chip like a pro
• How to improve your drive accuracy
• How to master your short game

Examine your analytics and look for phrases for which your site has visibility and you're enjoying high CTRs. Build on that success by creating additional content around them.

Final Thought On Using SEO Analytics For Content Marketing

It's helpful to establish rules to guide your content marketing efforts. For example, you might focus on keyword-targeted listings ranked in the top five on Google and receiving a CTR of 25% or higher. You can also incorporate search volume – e.g. any keyword delivering at least 500 impressions per month.

The details are up to you. The important thing is that you set rules that will help you to wring maximum value from your time, effort and data.

About The Author 

Design & Promote is a full-service marketing firm that specializes in creative web design solutions that help companies reach and engage their target audiences. Its team of experienced marketers excels in search engine optimization, landing page construction, graphic design and corporate branding. This award-winning SEO Chicago agency is dedicated to helping its clients meet their digital marketing goals.