Information And Profit
Although over a decade old now, Search Engine Optimization (‘SEO’) is still quickly changing the marketing approach of many businesses, both large and small.
However, SEO is a broad category which includes a number of different ways that businesses look to build their exposure and brand through ranking well in Google and other search engines.
Content marketing is one way that people improve their rankings in the search engines. It involves producing and publicising useful content relevant to the audience that the business is seeking. The great benefit of good content marketing that has been well designed and optimised is that you can identify a target market and get them to find you.
The reason this happens is that good content market will help your business to rank well in Google for keywords which are relevant to your products or services. If you have done your research correctly then, on average, the people searching for these keywords will be exactly the people that you are targeting. Their use of particular keywords and phrases will tell you a lot about their reason for performing that particular web search.
Another benefit of web marketing in general is how much data is produces. It allows you to precisely track the results of your work.
As your campaign progresses you will be able to watch the progress of your website as it’s rankings improve, and then as those improved rankings translate into more web visitors. Finally these web visitors should translate into leads and profits for your business.
You will be able to see by particular search phrase how your campaign has worked. This is useful if you need to demonstrate to your boss that you are delivering results for the business.
So how do you actually get the data that you need to analyse your campaign?
Inevitably this depends on what type of campaign you are running etc but there are several constants whatever your set up.
Once you have these set up, they will automatically store your data. It is simply a case of you downloading the data and then running the analysis that you want to.
For some people the sheer volume of data can be overwhelming. Particularly if they were put off by mathematics at school. Many businesses end up using marketing agencies, predominantly because of the reporting and analytics that they offer, not the actual marketing services.
The ability to track and justify their spend using the reports is so important that although they know they are paying a substantial premium for the work they are happy to do so.
If you are a small business however fear not. These days Microsoft Excel makes crunching data a piece of cake.
As with all tools the key is to know how to set it up correctly but there is plenty of help out there for people with this. If you take your time and work through online Excel guides like this one and this one.
Statistics that people find particularly useful to look at are things like:
1. How many visitors?
It is very useful to understand how many people visited the content that was produced and to see how that varied over time.
If your business is geographically based it is also useful to see how many people from your country visited the content over time. It is great if lots of people see your content. However, you have to wonder how much business it will generate if if the business is based in Australia and the visitors are from the USA.
2. What are the search terms?
What search terms are people putting into search engines that lead them to your content?
If they are searching for information about your product then this is good news. It’s likely that they are likely to be customers and so your content marketing is working. It is getting your name and products in front of people who are interested in your products.
However, if they are searching for something different then you obviously need to recalibrate as you’re not quite hitting the mark with your marketing.
The final example I’ll use is what is your dwell time?
If people spend, on average, 5 seconds looking at your content then it’s probably not very helpful to them. This means it’s missing the mark and not going to deliver for your business.
If on the other hand people spend several minutes looking at your content on average then you can be pretty sure that they are finding it useful as they are sticking around to read it.
Again if it is the later you should do more content marketing it is obviously hitting the mark. If it is the former you need to go back to the drawing board before spending more money. You’ve not quite got the formula right yet.