Content continues to reign supreme as the driving force behind virtually any digital marketing strategy, but have you developed content specifically to drive your search engine optimization (SEO) results? SEO content is a staple of modern digital marketing, and it is essential to analyze the content you produce so you know what works and what falls short of your expectations when it comes to your overall marketing strategy.
SEO has evolved significantly in a very short time, and modern marketing professionals need to know how to measure the success of the content they publish with an SEO-focused perspective. Your content should drive traffic to your brand’s website, products, and services by attracting search engine traffic. SEO is an unpredictable field, and modern SEO experts need to be agile and flexible in response to the hundreds of search engine algorithm changes that occur every year. A solid SEO content analysis strategy can help any brand stay ahead of the curve.
Use Analytical Tools to Maximum Effect
SEO content analysis is essential for increasing your brand’s presence in search engine results and driving more traffic to your site. Google offers the Google Analytics platform to marketing professionals so they can easily track success and failure throughout the lifespan of a content strategy. A few of the key performance indicators you’ll need to track using Google Analytics include:
- Click-through rate. If you’re developing content for SEO, you need to know how many search engine users are actually seeing links to your content and clicking them on search result pages. Google Analytics will allow you to see how many searchers are seeing links to your content as well as how many are clicking on those links. A high click-through rate is a good indication that your content is appearing in the right search result pages.
- Bounce rate. When a user clicks on a link and then quickly clicks “back” or leaves the page, this is a bounce. A high bounce rate indicates that users are visiting your site only to decide the site is not what they needed, so they leave the page quickly. High bounce rates generally indicate poor keyword coordination; your content may be appearing in the wrong search result pages or your website is too slow or poorly optimized.
- Time-on-page. When a searcher clicks a link to your content, how much time does that searcher spend on the page? A high time-on-page average could mean several things. Perhaps a few users visited your page and then walked away from their computers for a long time, effectively increasing the time-on-page metric without actually digesting the content on the page. On the other hand, a high time-on-page metric could mean that the content you’ve published is more valuable and relevant than you may have initially expected.
- Off-page links. Do you know how many external sites link to your SEO content? When you develop solid content, it inherently builds your authority and increases your brand’s credibility within your niche.
These metrics can provide a benchmark for the effectiveness of your SEO content strategy. Essentially, you can use Google Analytics for a macro-level view of your content strategy’s viability, but you’ll need to delve deeper to find more room for improvement.
Make Data-Driven Decisions
After determining how successful your content has been when it comes to appearing in the right searches and keeping users engaged, the trends you uncover can inform your SEO content strategy for the future. Ultimately, the goal of any SEO content is to attract search engine traffic to the brand’s website and encourage conversion. Your goals for an SEO content strategy should follow a distinct path, and your content analysis strategy should involve asking yourself some important questions about your SEO content:
- Brand awareness. The first step in any SEO content strategy is to get your content in front of as many eyes as possible. Has your SEO content continued to drive new traffic to your site?
- User engagement. Attracting people to your site is just the first step; you need to make those users want to engage further with your brand’s content by replying, sharing, and interacting with your brand on social media. This takes the initial engagement a step further and cultivates relationships with potential leads and brand advocates.
- Customer retention. If your content has successfully convinced users to convert to your brand in the past, do you know what it was about that content that made it successful? Well-developed content will not only entice users to engage with your brand but also encourage them to continue engaging with you in the future.
- Lead quality. How much business has your SEO content generated? Have certain types of content generated more leads than others? These metrics can help inform your content development strategy for the future. If you’re curious about the types of content your ideal audience enjoys the most, why not ask them directly by creating feedback tools or surveys?
- Conversion rate. Of all the people you successfully attracted to visiting and interacting with your brand, how many went on to complete a purchase for your products and/or services?
SEO content analysis is an ongoing practice; it is not an audit or a one-off project. Setting clear goals, developing content tailored to your audience, and securing customer feedback are great ways to increase brand awareness and drive conversions to your brand, but only if your SEO team puts in the necessary time for thorough analysis.