After yours technique, content i disclosure With strategies in place, you should be well on your way to digital marketing success.
At this stage, you should have optimized your website for a solid on-page experience, created a lot of entity-based content, and gotten inbound links that bring you rankings and traffic.
Now, you need to equip your team with the right data to help you continue to grow and shape your digital marketing strategy.
Setting up your dashboards
Fortunately, a myriad of tools can help organize the data you need to keep your traffic growing.
Here are some data points you can check:
General KPIs: Are sessions, impressions, clicks and conversions on your site trending up or down?Keyword Ranking: How many keywords rank 1-3, 4-10, 11-20 or top 100 on Google? Which keywords are gaining or losing traction? What is the estimated traffic cost of these keywords? Which keywords have the most volume and conversions?Pages trending up/down: Which pages have a high volume of traffic? Which pages are losing traffic? These pages can be optimized and extended to add more optimized content and internal links.Amazing Distance Keywords: Which keywords are in the top 20? Once you identify them, consider adding internal and external links to those pages and performing on-page SEO to push those keywords higher in the SERPs.Content Optimizations: What content can you add to trending or trending pages? Type in your page’s target keyword and use the questions in the Google People Ask box to improve your content.Audience Demographics: Google Analytics includes a wealth of audience reporting, including age, gender, interests, geo-targeting, devices, and more. Use this data to build your persona and keyword profiles for each persona and buying stage.Attribution: This reflects the buyer’s journey. Understanding where consumers come from, what pages they visit, and where they go after they leave your site can help you improve the user experience.
Optimization experiments
It’s important to look at your data and develop action plans based on your findings.
Some ways we use your data:
optimize trending articles down by doing better on-page SEO or adding more semantically related content.Create internal and external links to pages and/or keywords that are trending up or down.Write more content for a specific target persona and purchase stage.Focus your efforts in channels and associations that generate traffic and referrals.
Every time you update a page, create new content, or add links, you should create a log to determine if the changes you made have resulted in positive growth.
If you continue to produce content and build links without checking your analytics and data, you can waste valuable time and resources.
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Conversion Rate Optimization (CRO)
Now that you have all this wonderful traffic coming your way, how can you improve your conversion rate and convert more visitors into customers?
The ideal way is to do A/B testing and optimize the conversion rate.
You will need to set up software that offers users two variants of your site. You can then track to see which cohort had better conversions.
Several tools will help you conduct this research:
Make sure you continuously test and update your landing pages and articles. If users have a good experience on your site, this will have a positive impact on your SEO.
Trend tracking
Just when you think you have an idea of your strategy, Google releases an algorithm update that disrupts traffic and rankings.
Tracking trends will help you meet and comply with Google’s best practice guidelines.
Some trends you can look for:
Focus on voice-based queries and questions. As smart devices such as watches, glasses and wearables advance, interactions with the search engine can increasingly occur by voice. You should always use questions as keywords and optimize for voice search.Emphasis on quality over quantity. Based on crawl prioritization. Produce fewer pieces of content, but make sure those pieces provide the best possible user experience. Promote your link building articles as often as you post them, so your link growth rate is congruent with your content posting rate.Optimize for entities, not keywords. As Google’s understanding of natural language processing improves and its machine learning algorithms become increasingly sophisticated, they can understand the meaning of pages, not just keywords. The days of optimizing pages for a single query are over. Instead, we’re seeing an emphasis on building pages around themes and including variations on the theme. Emphasis on user engagement signals, especially the speed. Google introduced Core Web Vitals to break down elements of site load speed, from “How quickly a page loads” to “How quickly users see the first thing on the page”? How fast is the page interactive? How fast does the page run completely?Indexing and crawling prioritization. The number of indexed pages is growing exponentially and Google is moving away from indexing everything to indexing quality content. They are prioritizing crawls on pages that are trusted and authoritative.Link building. After your general shift towards authority, it will become increasingly important to receive mentions from the media and from trusted sources. If all your friends say you’re the best chef, everyone knows that can be biased. However, if people who don’t know you say you’re the best chef, that carries more weight and value. Focus especially on getting authoritative links that your competitors don’t already have.
Tracking your site’s search metrics, KPIs, and trends will help you continually refresh and update your SEO strategy.
It’s the only way to stay relevant and current.
Be sure to create dashboards that allow you to check the performance of your campaigns and react quickly to changes in your site’s performance.
The opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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About the author
Marcela De Vivo is an industry veteran with over 20 years of experience in digital marketing, Marcela travels the world speaking about SEO, data-driven marketing strategies, and workflow automation and optimization. Marcela has a digital marketing agency called faucet based in California.
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