marketing strategy

Every marketer knows the importance of SEO for driving closer toward their marketing goals. However, success can be challenging for these people. In fact, 53 percent of B2B business marketers report that their marketing plan is only moderately successful, while the other 23 percent have not encountered any success.
  • With statistics like this, marketers need to work on their marketing plans. But how?
  • The trick lies in the data and the insights you can retrieve from your SEO-related data.
Every marketer has access to data. But now they have to know how to effectively analyze them and create a content strategy that will be customized, practical, relevant, and valuable to their target audience. However, the point of origin for such analysis can create confusion at times.

Thankfully, here are 6 insights that you can make use of to make your content marketing plan highly effective:

Nail Down The Search Intent Of Your Audience:

Keyword data tells a lot about what your audience is looking for. But it's the intent that drives the crucial search. Once one knows the intent, creating more valuable content to satisfy that intent is easy.

Sometimes, a post ranks quite well for a given search query while showing inferior results on the page. This can tell you that your content does not match your audience's intent. Such a situation can create an influx in the bounce rate.

To sort this issue, search the term you have selected from the keyword tool in the incognito mode. You will come up with texts, videos, questions, and answers. All you have to do is analyze them and apply the same tactics to your content.

Make Use Of Your High-Performing Old Content:

SEO and content are going for great things. In that light, your content has to live long enough to attract the actual value of SEO and to drive significant results. Plus, with the algorithm change, poor-performing content of the past can become a real traffic magnet in the present.

Use Google Analytics to review the current keywords, ranks, impressions, and clicks on the existing content.

To pull out compelling insights for the content, ask yourself the following questions:

  • Are there posts with more than one ranking on page one?
  • Why is each post being ranked?
  • Which posts have the highest organic CTR?
These questions will help you find the top performers likely to have higher SEO value. 

Low Volume Is Not Equal To Low Value:

There is a common practice amongst marketers to look through the search volume of the data to determine the target keyword's content opportunity. Since search volumes indicate the number of people searching for the given keyword, it's a lucrative deal for marketers.

However, going after a high search volume is sometimes the ideal choice. Plus, with the rise of voice search, search queries are also getting longer.

Thus, while going through the target keywords, pay close attention to the long-tail variation of the short-tailed keywords to find out the real question people are asking. Also, find out the least competitive long-tailed keywords. Do they have a lower estimated cost per click? The best SEO company in India focuses first on finding a niche and relevant keywords with low, competitive scores and will help you improve your page ranking.

Review The Inbound Links To Identify Top Performers:

Linking is a crucial component of SEO strategy as it helps inform Google that you are an authoritative and credible source. The better sites you have linked to your content, the better your chances of ranking higher in the SERPs.

But what insight can it provide to you?

When you look at the number of sources linked to your content, you can get an idea about what others find helpful and use it as a reference frame for the future, In addition to that, you can go on to create supporting blogs which will promote your content further.

Track The Habit Of Your Traffic:

What happens when one finds you through a search? Do they bounce off? Or do they fill out a form? When you map your audience's next step for each keyword grouping, you find out where they are in the funnel and then customize additional content to help you move from one stage to another.

To get this done, you can use the Behavior Flow report in Google Analysis and then filter your audience segment to organic traffic to check how your audience is moving around on your site. Using this means it becomes easy to understand and identify the high-performing pages and can also be used to track the behavior of the visitors when they reach a given page. If you identify an incomplete call-to-action or drop-off, this is where you have to bring in conversion rate optimization.

Through A/B testing, you can change the existing content and increase your research conversion.

Identify New Content Opportunity on the Site:

If one of your visitors is trying to find something not there on your site, it can cause them frustration. But for you, this could be the golden ticket. Why? This would mean you have a ripe content chance and need to strike it hard as soon as possible. If you cannot write your content, get a Study Clerk to help you.

Make it a point to pull off data from your site's internal tabs. While doing this, you may just encounter a keyword or topic you have not encashed. If you are getting lucky with this method of discovering search topics, highlight this method even further by using the number of times people have made this search.

  • Google Analytics can give you that information in the Behavior report!
  • So, use these strategies to build on your SEO insight. Grow your content marketing plan and shoot for the stars.