If you are running an aggressive search engine marketing program, I bet you are measuring your rankings, watching the horse race for top positions. But are you stopping there?
For me, the fun starts when we track leads from the engines. With a simple, free program like Google Analytics, we can observe some important metrics.
- How many visits do I receive for these keywords? Are people clicking on my listing?
- When they arrive at the website, do they stick around or bolt?
- If they do spend time on the site, are they spending enough time to engage with my content?
- Do they perform a desirable action? Do any leads from search request information, purchase something, etc.
The key is to dive deeper and look at the keywords from search engine referrals and how they react to your site.
Tags: analytics, leads, reporting, tracking
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I am sure you have heard it at least once before when working on your website, “Content is king.” In the SEO space, that saying rings true. Without a focus on content, any SEO effort is headed for trouble.
This fact surprises my clients the most. They brace for the code changes, they get hip to metadata, and they grasp the linking challenges. But when it comes to the mandate for optimizing copy and adding new content, the road gets rough. It’s the part of the project where you are driving on a paved road, and when we get to “content town”, the road turns to gravel, then to dirt, and then sometimes dead-ends.
We put so much emphasis on keyword research and content at CSG Interactive because it makes an optimization effort successful. Search engines have rewarded us time and again when we have a little latitude with content and create relevancy. We challenge clients to look at who they are and what they do in the context of their consumers’ searches and interests.
Sometimes our research reveals a great demand for information about how a client’s product is applied. Thousands of people want to know how to install their widget or clean their widget. We remind clients that search is a channel that satisfies information hungry users. We need to ask, “Are you willing to satisfy that appetite with optimized content?”
My advice if you are thinking about a serious SEO program? Prepare to examine how your content measures up to what search engine users demand. Most importantly, be ready to allocate resources and time to a content overhaul.
Tags: content, copy, optimized copy, seo
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Thanks for visiting my new blog. I’ve been under pressure to share tips, advice, experiences, and success stories. It’s been seven years in the business, and it’s been a wild ride. We’ve been through it all.
So, I hope the posts and tidbits prove useful and, at times, amusing. I also hope you’ll comment and share as threads and topics emerge. Onward and upward!
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