I like to shake things up. That’s why I chose the digital marketing field, right? The people and businesses who hire me are shaking things up by taking a leap of faith in an SEO consultant to increase profits and reduce customer acquisition costs. Perhaps the shakeup and traditional marketing disruption culture is what attracted me to the Social Media Shakeup Conference taking place in Atlanta.
Social Media Shakeup is a marketing conference focusing on social, mobile and content. My mission, and I’ve chosen to accept it, is to represent SEO and provide insights that were gleaned in context to social and content.
One of my favorite workshops from Social Shakeup was “Going from Gut Feel to Data-Driven Decision-Making: Is It Killing Creativity?” For a few reasons. First, many people wrongly believe using keywords in content kills creativity. Second, if you’re in SEO, analytics is your best friend. Because rankings are no longer the best way to measure SEO ROI (thank goodness), analytics is one of the top methods of seeing if what you’re doing works.
SEO Content Marketing: Creating Content from SEO & Analytics Data
As an SEO Consultant and coach, a big part of my job is helping businesses answer: “what should I write about?” by using keywords to determine the content strategy. If you’ve never produced keyword-driven content, I’m here to tell you – it works. Because you’re not blogging about what you and your company want to push out there, it’s about showing up when people are looking for information and content around the products and services you provide.
Here are just a few SEO metrics to track in order to create an SEO content marketing plan:
- What content (pages and posts) are driving traffic?
- Where is my traffic coming from?
- What content do I have on Page 2 that I want to get to Page 1?
- Where is my audience coming from?
- Is content resonating? Which content?
- What is driving business results?
- What keywords are driving traffic? What keywords are NOT driving traffic?
All of this and more can be found easily in Google Analytics. When I design an SEO strategy, or SEO content strategy, it all starts with analyzing Google Analytics data. If you feel SEO (or any data-driven decision) is killing creativity you’re using it wrong.
And if your content strategy plan is doing a good job of driving organic SEO traffic but not converting, it’s because you haven’t effectively positioned yourself as the solution.
One of the top takeaways from the workshop? It’s not the size of your data, it’s what you do with it.
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Jenny Munn
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