Here's the second presentation I did for Heather Lloyd-Martin's SEO copywriting certificate training. In it, I go in more detail on using analytics for content marketing opportunities.
Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24
2nd Act - Utilizing Analytics for Content Marketing
1. Come to the Geek Side:How to Use Analytics to Create Awesome Ideas for Kick-Butt Content Part 2 George Passwater http://www.georgepasswater.com Twitter:@GeorgePasswater
2. Keywords Creating a goal in GA Using “how” Webmaster tools Referrers Bad Links/Content stealing Adding tracking for social referrers Today’s Agenda
4. People search on them for: Products/Services To find answers For entertainment (games, movies, etc) Find people Just research Keywords Are Important
5. Which bring in the most traffic? Are you optimizing for them? If not, would you benefit from those keywords? What’s the bounce rate for those terms? How much time do visitors spend on your site from those terms? Keywords
6. Are your squeeze pages ranking high for targeted terms? If not, why? If yes, are the conversion rates good or bad? What’s the time on page? Revisit bounce rates for low converting squeeze pages. Keywords
14. What are they? Sites that pass visitors from their site to yours. The most common way this happens is through a link from their site to yours. Referrers
15. Look at your referring sites in GA: Are they relevant to your site? If so, how? Reach out to them and leave a comment or contact them to say thanks for the link. This could be an opportunity for future projects such as guest posting or more. Take an interest in their site and engage with their readers. Referrers
16. Look at the keyword phrases from a referrer: What are they targeting? How’s their ranking? What anchor text did they use to link to you? Look at creating your own content with ideas from them (keywords, topic, reader engagement). Referrers
17. Bad Incoming Links/ Copyscraping Look at tools to check incoming links quality or if others are stealing your content. http://www.bad-neighborhood.com/text-link-tool.htm http://www.copyscape.com Referrers
19. Use this string to a GA custom segment to track social referrers and shortened URLs. Referrers http://www.georgepasswater.com/ga/tracksocial.txt
20. Use analytics for keyword research Use goals for more detailed metrics Use “how” to create ideas and opportunities Leverage webmaster tools Create opportunities through referrers Check for bad incoming links and content stealers Use advanced segments to measure specific traffic Takeaways