How Content Marketing And SEO In Chicago Work Together
You already know content marketing is important. Blogs, articles, case studies, press releases and other material that addresses your audience’s interests can encourage trust, generate leads and deliver conversions.
The question is what type of content should you produce? What topics should you address in your blogs and articles? What material should you cover in your case studies and press releases?
There’s a simple way to uncover these things; looking at your web analytics. Your SEO Chicago agency can show you how to leverage these data to create content your audience will love.
Mining Your Analytics For Insight
Web analytics are an important part of every search engine optimization campaign. They reveal how people are discovering your site, whether your search listings are compelling to them and how deeply they’re engaging with the material on your pages. That insight should inform your content marketing strategy.
For example, suppose you’re an orthodontist in Chicago. Your website showcases the services you offer to your community. You know you should create content that encourages people to call your office, but are unsure regarding the subject matter to focus on.
Your site’s search-based analytics can provide everything you need to get started. You’ll see the keyword phrases prospective clients used on Google to find your site. Examples might include “treatment for TMJ,” “ceramic braces” or “dental implants.” These phrases represent topics your target market wants to read about. Create content that caters to those interests.
Not All Keywords Indicate Commercial Intent
The keywords people use to find your website suggest how close they are to making a purchase decision. You need to be able to distinguish between those that indicate commercial intent and those that don’t.
For example, suppose your web analytics reveals that people are finding your site after searching Google for “treatment for TMJ.” That alone doesn’t tell you whether those individuals are ready to call your office and schedule a consultation. They might merely be looking for information regarding treatment options. Or they might be looking for details concerning symptoms of TMJ.
But suppose your analytics reveal the search phrases “treatment for TMJ in Chicago” and “TMJ treatment financing.” These keywords show commercial intent. That being the case, it’s in your interest to create blogs, articles and other types of content that focus on those specific topics.
A Simple Plan For Leveraging Your Search Data
The SEO Chicago firm you hire to spearhead your search marketing and content marketing initiatives will have a system for using analytics to direct content creation. If you’re handling those chores on your own, you may not have such a system in place.
That puts you at a disadvantage.
It’s a good idea to establish guidelines that will streamline the process of using your search analytics to inform your content marketing. Otherwise, you risk wasting time with data that won’t significantly move the needle on your goals.
What type of guidelines should you create? Following are a few broad recommendations:
• Focus on keywords that deliver 5% or more of your monthly impressions on Google.
• Highlight keywords for which your site appears on the first page of search listings.
• Pay attention to keywords associated with a click-through rate of 20% or higher.
• Assign priority to keywords that signal commercial intent.
• Take note of keywords that deliver 10% or more of your monthly search impressions, but carry a CTR of 5% or less. Rework the pages that display for those phrases to make them more compelling to users.
Keep in mind the above recommendations are merely guidelines. The ones you establish to guide your content marketing efforts will depend on your current search visibility, goals and available time.
Content Marketing And SEO: Chicago Style
There’s no one single method to using search analytics to inform the creation of new, engaging content for your audience. There are a hundred ways to massage the data and leverage it for that purpose.
The important thing to remember is that you have a mountain of valuable insight at your fingertips. It reveals the topics your market wants to read about and the type of content that will move them closer toward making a purchase. Use that insight to your advantage. Create compelling content that speaks directly to your audience’s interests and needs, and watch as your organic search traffic explodes.
As a leader in all things SEO, Chicago web design firm Design & Promote offers a full range of digital marketing services that helps today’s businesses reach and engage their audiences. From corporate branding and social media management to landing page optimization and content marketing, Design & Promote can oversee your entire marketing strategy. Contact us today to find out how you can dominate your niche in 2016.