The fact is, that most organizations have yet to grasp the concept of content marketing and understand how posting content onto their website increases their net worth in the eyes of Google and other search engines.
There’s a simple concept to understand that helps you get to the top of the SEO food chain – be recognized as a subject matter expert. There’s a reason why you’re in the business you are. You know that business. You believe that you have a unique value proposition that will allow your company to succeed in that business. While it’s difficult to convince Google of your value proposition, but you might be able to convince Google that you are a subject matter expert on your topic. By doing so, Google will then place you higher in the search engine results thus driving more qualified, targeted traffic to your website.
What is digital voodoo? When people place content on their website that they “think” or “feel” is what is relevant, that’s digital voodoo. Come on! Marketing is about the numbers! You might have some guessing to do at the beginning, but eventually you have to get down to brass tacks and figure out what content your readers are finding valuable and the only way that you’ll know that is by reviewing your analytics. THAT is the content that you should be providing. If you want to catch fish, you have to go where the fish are.
Analytics will reveal what content is the most popular. What does this content have in common? What similarities does the content that is NOT popular share? Consider A/B testing content to verify your findings and experiment with tweaking content to improve its ranking. You may find that certain keywords are hot buttons for your visitors.
Listening to business people talk about analytics, it surprises me how many organizations are “flying blind” with absolutely no regard to analytics other than traffic reporting. Content marketers use analytics like a weapon to hone in on their target.
I would rather have 100 visitors per day who are targeted and qualified than 1000 visitors a day that are junk. Many marketers get stuck into the mindset of “getting more eyeballs” as an achievement of marketing success. Getting more qualified leads is the true key of marketing success.
Analytics is a powerful tool that should be used frequently to make logical business decisions of web marketing content that will drive traffic and bring your organization qualified leads.