Marketers nowadays have all sorts of access to powerful, competitive research tools, that reveal everything about their competitor's tactics. What search keywords they focus on and how they build links.
The smartest approach to marketing is to prioritize your own data —something no one else has.
Here are five types of internal data that will help you create a unique, effective SEO and content marketing strategy that puts you ahead of your competition.
1. Create an effective dashboard to consolidate different data points
If you are a marketer dealing with large websites, numerous paid and social channels for promoting your owned media assets and sales touchpoints, it is important to aggregate multiple data sources to capture unique patterns and insights.
AI-enhanced business intelligence solutions like Sisense come into play, allowing marketers to consolidate, visualize, analyse and report on data from multiple sources.
2. Update your best converting content
It may be wiser to get your best-performing content to perform even better than fruitlessly trying to get your weaker content to start delivering results.
3. Monitor your site internal search
Google Analytics offers a robust on-site search analytics option which also comes for free. There are also a variety of WordPress plugins that enhance your site search functionality as well as reporting on what is being searched and how the search results seem to satisfy the site users.
4. Re-optimize your most searched keywords.
Your SEO strategy should be all about targeting rankings that send clicks.
This means that not all rankings are worth fighting for.
But how do we know if a particular search query is going to generate traffic until we actually get our page to rank there?
Take publicly available data
View SERPS prior to optimization
Google’s Search Console allows you to identify search queries that send you clicks — even when your page isn’t normally ranking #1.
5. Create content to address your branded search query
Finally, check to see how your future and current customers are searching for your own brand — this will give you a lot of insight into how they perceive it.
Are searchers having trouble navigating your site or finding some particular information? Do they search for reviews? Are there any negative terms (scam, bad, etc.) that happen to be searched alongside your brand?
Again, Google’s Search Console gives you access to that data. Make sure to use “Query” filter to narrow search queries to those including your brand name.
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