Marketing Tips Part 4: SEO & Content Marketing

You got a website, now what? Well, Google won’t send you traffic unless you have content (text on the page). If you want lots of traffic, you need to optimize your content for search engines (SEO). Where do you start?

First, write something. I write a few blog posts and go over to Google Search Console to look for any easy wins I can double down on with more related content. The pages with high traffic are the low hanging fruit. Then you can do keyword research using the Ubersuggest tool…

You want high volume keywords that aren’t too competitive, so that your content is able to make an impact and get traffic. The average top result in Google can be 2000+ words. Check out @Backlinko.

But those are just tactics. Your content strategy is to use a pillar and cluster content model to drive traffic for your profitable search terms: What Is a Pillar Page? (And Why It Matters For Your SEO Strategy).

This also involves keyword gap analysis: figure out what keywords your page is missing and fill it in. There are tools for this. But what’s a profitable search term?

This is where Google Analytics “goals” come in. You can assign values to the sales activities on your site (goals). Make sure they’re as realistic as possible so that your reports are representative of the real worth of things.

When your goals are assigned, you start to get the good stuff out of your Google Analytics reports: stuff like page values. Now you can break down the comparative value of each page on your site, based on its contribution to your business goals.

This helps you set your priorities in terms of where to start first for the highest ROI when it comes to SEO and conversion rate optimization (CRO).

You’ve got your profitable pages from Google Analytics. Use the query report in Google Search Console to find the keywords that bring the most traffic to those pages. Those should be your profitable keywords: 6 data drill downs for increasing Ecommerce Products Sales.

How do you measure things that aren’t automatically tracked by Google analytics? Custom dimensions and metrics! But first what’s the point of all of this anyway?

The beauty of digital marketing is that you can deliver relevant, valuable content to your audience at scale. And you can do it in a way that will optimize your site for maximum sales.

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