Using Google Analytics for SEO content writing

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Using Google Analytics for SEO content writing

Using Google Analytics for SEO content writing

Google Analytics is mostly a free tool. It has various premium tools, but you can make the most of it even in the free version.

You can use the insights given in Google Analytics for SEO content writing.

All you have to do is, add your website link to your Google Analytics account as a “property” and then copy/paste the analytics tracking JavaScript in the header or footer of your website template. Google Analytics is free. If you have a Google account (which pretty much everyone does), then you can access Google Analytics.

Before you proceed, whether you want to write SEO content or not, implement the Google Analytics code on your website so that the service can start tracking and compiling your data and you have some usable insights in a few weeks/months.

You may also like to read 10 tips on how to write SEO content for your website.

Finished? Let’s proceed now.

One of the most compelling reasons that you should use Google Analytics to track your traffic patterns is the fact that it is by Google, the very search engine you would like to improve your search engine rankings for. Hence, it has designed and developed the tool so that you can use it to write, publish and provide better content to the search engine.

Google Analytics section that help in SEO content writing

Google Analytics section that help in SEO content writing

Using your bounce rate insights to write SEO content

When you start tracking your website traffic, you will notice that you are not writing your SEO content in complete darkness, just based on guesswork. Google Analytics gives you a solid data on how people are consuming your content and how they are reacting to it, which is very important.

You may also like to read How to improve your bounce rate with quality content writing.

For example, Google Analytics gives you the bounce rate of not just your entire website, but also of individual links and blog posts. If you go through these stats, you will know on which page people leave (bounce off) your website the most and then you can make changes on that page in an effort to bring your bounce rate down.

Your bounce rate is the number of people who leave your website immediately after arriving on a particular link divided by the total number of people coming to your website multiplied by 100.

If there are multiple webpages and blog posts with high bounce rate, it means you are not writing and publishing content people are looking for.

There are primarily 2 reasons why people might be leaving your website so fast:

  1. You cannot hook your readers into your writing and hence, you need to improve on that front.
  2. You are not publishing content people are looking for and hence, when they found irrelevant content, they immediately leave.

Whatever is the case, you can audit your content, make appropriate changes and then resubmit your link to Google and wait for a couple of weeks. The new data insights will tell you whether your bounce rate has come down, remained the same, or has worsened.

What changes can you make to your content (through writing) to decrease your bounce rate?

  • Make sure you deliver what you promise.
  • Write your content exactly according to the title of your web page or blog post (the promise that you make in your search engine appearance).
  • Make your writing easier to read.
  • Learn to inform and entice.
  • Write short paragraph, preferably, a single thought in a single paragraph.
  • Organize your thoughts in bullet points wherever possible.
  • Write in a conversational manner.
  • Avoid using words your target audience may not understand.
  • Link to other important pages and blog posts on your website and encourage visitors to click them.

You may also like to read 10 fundamental qualities of effective SEO content writing.

Using the search console data to streamline your SEO content writing

The search console insights tell you which search terms and keywords people are mostly using when they find your website.

You may also like to read Importance of keyword research before content writing.

These may not be necessarily the keywords you are aiming for. These are the keywords and search terms your website is ACTUALLY getting traffic for.

Unless you’re using a specialized SEO content writing tool it may be difficult for you to write content exactly the way your audience searches. Through the search console data, you can find out

  • If you’re attracting traffic for wrong keywords and search terms.
  • If you’re attracting traffic for related keywords and search terms and thus, you can ride on the popularity of these mistaken keywords and search terms to improve search engine rankings for your desired keywords.

Average time spent on individual pages

This section of Google Analytics tells you how much time people spend on your pages and blog posts. If they’re spending very little time – just a few seconds – then you know that they’re not reading your content. They are just skipping it.

Go through those links and try to find out why people are not reading it. Are your title and content mismatched? Do you have lots of distractions? Is your writing unreadable? Is it totally uninspiring?

Try to improve your writing. If your paragraphs are very long, divide them into shorter paragraphs.

Remove the fluff because most of your readers will be put off or get bored.

Try to explain some of the intricate concepts using images, if possible. Remember that the important thing is that people stay on the web page or blog post they have arrived on.

The “Average time” metrics tell you on which page you should spend more effort. For example, there is no use putting your energies into improving webpages on which people spend ample amount of time.

On the other hand, if you notice that there are some very important webpages where people must spend more time but are not, try improving them. Try various combinations.

This may take some time, but don’t worry. SEO takes time and effort.

Using the Referrals section data to improve your SEO

In Google Analytics, on the left-hand sidebar, there is a section called “Acquisition”. If you click on “All Traffic” and then on “Channels” you can find various websites that refer traffic to your website.

You may observe social media channels and independent websites linking to your various webpages and blog posts. Are very few people linking to you? If this is the case, you can start making changes to your existing content to make sure that it is link worthy.

Why do people link to your content? It’s because you offer something valuable, something that their own visitors may find useful.

For example, if you have written well about a subject or topic, instead of rewriting it, if other Webmasters find your writing useful, they would rather link to you. But you have to find whether the content that you have written is link worthy or not. Be ruthless and objective when evaluating your content for this purpose, just the way other publishers would be.

Conclusion

The basic idea behind using Google Analytics for better SEO content writing is to find out what you’re doing and what impact your SEO writing is having on the nature of traffic you are getting.

If you’re trying to target our region, Google Analytics can tell you whether you are drawing traffic from that region or not and if not, you can make changes to your content.

If you are targeting certain keywords, Google Analytics can tell you if you are drawing traffic for those keywords or not. Otherwise, even if you’re getting lots of traffic but the traffic does not originate for the desired keywords, it is not useful.

To be able to use Google Analytics, as described above, you will first need to install the script to your website and even after that, you will need to give it a couple of months before it can gather enough data to present it in the form of usable insight that you can further use for better SEO content writing.

Are you updating your evergreen content?

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Auditing your existing evergreen content

Auditing your existing evergreen content

If you wrote and published your evergreen content a few months ago or a few years ago, even if it enjoyed better search engine rankings back then, by now it must have moved down. Can you bring it up again? This Business2Community blog post says that updating your evergreen content can help you improve your overall SEO.

Although this post puts more stress on the need to target individual stages of your sales funnel through updating your evergreen content, my main point is to reignite the rankings of your existing evergreen content by constantly auditing it and then updating it.

What is evergreen content?

As the name suggests, it is the content that remains relevant irrespective of when your website visitors access it.

It can be your homepage. Your FAQs. Your how-to guides. Your case studies and white papers.

So, if it is evergreen content, why do you need to update it?

Over the time, the context changes, and the data that you used changes, the preferences of your website visitors change, and you gain more knowledge.

There are many webpages and blog posts on my website that I think I can change. I’m certainly a better writer than what I was 5-10 years ago. I’m certainly less pretentious. I have learnt how to say more with less words. I know not to get obsessed with keywords. I can clearly see that some blog posts can be stretched to 2000 words from merely 500 words (read about my content writing services for long blog posts).

Hence, I can make changes to my evergreen content and align it more with the contemporary ways of writing optimized content.

You should do the same. I can understand that revisiting existing content and then undertaking the task of rewriting it or updating it seems daunting, especially, when writing new content seems more exciting.

But believe me, improving your search engine rankings by updating your existing content is much easier compared to writing new content. It is also faster.

Create a list of all your web pages and blog posts and arrange the list vertically in an Excel sheet. In the next 2-3 columns, write the dates on which you are updating the links. This way, you will be able to track when you have updated these links.

Writing a new blog post or a new web page may take anywhere between 3-4 hours. You can audit and edit an existing blog post or web page in just half an hour.

 

 

 

How to build thought leadership with authoritative content writing

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Thought leadership with authoritative content writing

Thought leadership with authoritative content writing

Thought leadership is very important in the B2B marketplace, according to this LinkedIn post. How can you build thought leadership with authoritative content writing?

What exactly is thought leadership?

Thought leadership is your ability to use your expertise, perspective and experience in an industry to inspire, innovate and influence a positive change.

When you are a thought leader, people pay close attention to what you say. They want to implement your suggestions because they are sure that your suggestions are powerful and effective. Even if they don’t directly work with you, just because you are sharing your wisdom and expertise, they want to implement your ideas hoping that just as you and your business partners have benefited from them, they will benefit from them too.

Beyond a certain level, every business wants to work with the leader because the leader comes with assured results.

Thought leadership is different from being a teacher. If you are a teacher in an MBA college where you are regularly teaching students to become business leaders, you may not be considered as a thought leader because you are not actually working in the trenches. You are simply sharing your knowledge, which is of course, important.

A thought leader doesn’t just share his experience and knowledge in a clear, understandable manner, he also uses his experience and knowledge to help his or other businesses grow.

Why becoming a thought leader with authoritative content writing is important?

If you want businesses to work with you, you need to let it be known to them that you’re not just available to them, you’re also the most capable person to do their job.

We live and work in a noisy environment these days. Whether you use a computer or a mobile phone, distractions are constantly vying for your attention.

Everyone these days has something to say. It’s a good thing. It democratizes our ability to communicate. There was a time when only people with resources could disseminate their ideas and opinions. No longer is the case.

The downside is, there is too much content on the Internet. It becomes difficult to wade through the clutter and reach, or even notice something worth paying attention to.

Authoritative content writing is the solution.

What is authoritative content writing?

When you publish blog posts and articles you want to showcase your expertise and your ability to communicate.

You want people to know that you have solved complex problems. You want to tell them that it is profitable to work with you. Unless you tell them, they’re not going to know.

How do you tell them?

By constantly sharing your knowledge and wisdom with them.

Why constantly?

Millions of pieces of content are published every day. New content is constantly being pushed down or pushed away by newer content. Search engines and social media websites are ever hungry for fresh content.

Even if this fresh content is total junk, just because it is fresh compared to your quality content, your quality content is going to be relegated to oblivion sooner than later. This is a sad reality, but it is a reality you cannot escape from.

Being a thought leader, you cannot write and publish mediocre content. This is because, then you will become a part of the herd and it will be difficult for your prospective clients and customers to distinguish you from the others. You need to stand out.

This is where authority content writing comes into picture.

Authoritative content writing has the following attributes:

  • It contains research data from authoritative sources that are difficult to dispute.
  • The writing is confident, fluent and masterly.
  • It contains lots of unique perspective.
  • It makes strong claims that can be underpinned by indisputable data.
  • It forces people to change their thinking.
  • It is full of hope and promise.
  • It is shared and disseminated using appropriate broadcasting channels.

Unless people feel positive about you, they’re not going to decide to work with you. So, one of the most important attributes of authoritative content writing is that it should be full of hope and promise.

Along with the attributes mentioned above, to establish your thought leadership, you need to write and publish content regularly. As mentioned above, millions of content pieces are being published every day. You need to remain visible.

So, it’s not that one day you wake up, write a great blog post full of knowledge and wisdom, publish it, share it on LinkedIn and Twitter, and then you’re going to reap its benefits for months to come.

It doesn’t work this way. 99.99% people won’t even take notice of what you have written and published. People pay attention to you when you regularly appear on their timelines. And even there, you need to be impressive. You need to provide something compelling so that they take note of what you have to say.

In which type of business does thought leadership matter?

In whichever business people need to trust you. In fact, if you’re using content marketing to draw prospective customers and clients, you can use thought leadership through authoritative content writing.

In content marketing, you will notice that experts and professionals who have been able to establish themselves as thought leaders in their fields get more exposure. Their blog posts, articles and social media updates are shared more. People want to follow them. Businesses want to work with them.

Unless you are a big brand like IBM, Apple or Microsoft, thought leadership works better through personal brands. To get businesses and people attracted to you, you need to be influential in your field. Everybody wants to work with people who are known to get results. As a thought leader, you are in a better position to deliver results than a person who is lesser-known.

I’m not saying that a lesser-known person is less capable of delivering results, but if you build your thought leadership through authoritative content writing (or through videos, or whatever format suits you), it becomes easier for people to find you. Einstein and Stephen Hawking wouldn’t have been what they were had they been working in their laboratories all their lives without building a brand for themselves through sharing their ideas among people.

So, if personal branding matters in your business, then building your thought leadership can significantly increase your presence.

How to improve local SEO with targeted content writing

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Local SEO with targeted content writing

Local SEO with targeted content writing

You can improve local SEO were targeted content writing.

For a few months now I have been helping a cab service improve its local SEO through targeted content writing.

In terms of being “local”, it is not a neighborhood business and being a taxi service, it covers multiple cities.

It provides its services locally in the sense that tourists, business people and pilgrims that come to that particular state, should be able to find the taxi service using Google.

Through continued targeted content writing I have been able to improve the rankings of the business, especially when people search for the service combined with the names of the cities or towns they want to travel to, let’s say, from the airport or the railway station.

Why search engine rankings matter for a local business

You may think that having a local business it must be very easy to get customers.

All you need is, open your shop, retail store or office and all your local business is yours for the taking.

This might be the case if you are the only business in your category and you sell something that is in great demand.

Then, yours being the only business, if someone searches for “find this business near me” your listing should appear at the top of the search results.

But, if there are multiple businesses providing the same thing with small variations, it becomes difficult for you to get higher rankings.

Take food delivery business, for example.

In our neighborhood, there are six big and small restaurants in the same row that deliver food.

If I search for “food delivery near me” at least six restaurants show up in the featured list and the remaining in the normal listing.

My tendency would be to check out the restaurant that appears at the top in the featured listing and only when I don’t get what I’m looking for, I will explore other options.

This goes for any service.

Local SEO matters because it’s people’s natural tendency that they try to contact businesses that appear at the top and once they have found a business that satisfies the need, they don’t explore further.

If you don’t feature among the top listings, it will be difficult for your customers and clients to notice you.

Hence, it is very important that you you use targeted SEO content writing improve your search engine rankings on a continuous basis.

Another reason why you should take your local SEO seriously is because bigger brands are constantly threatening smaller businesses.

For example, many local stores have to close because of the constantly mushrooming malls.

As a local grocery store, how can you compete with the bigger brands or even with a multinational company?

The advantage that you have is a better grip on the local nuances.

Bigger brands have money and they also have bigger marketing budgets, but it is often difficult for them to localize their marketing.

So, through targeted content writing and a continuous effort towards improving your local SEO, if you have maintained your search engine rankings, there is a greater chance that instead of finding a shop in a mall, when people Google your product or service, they are going to find your shop.

Improving your local SEO with targeted content writing

50% customers who search for a local business online physically visit the store on the same day (source). 35% of all search traffic is local.

This is a 2017 report and the figures may have increased further by now.

It is easily understandable that local means lots of references to the name of the city or the town where you do your business.

This is a given.

But there are many other attributes that help people find information regarding your city or town.

For example, is there a famous landmark?

If you do your business in Agra, you don’t always have to write about Agra; you can also talk about the Taj Mahal.

If you provide your business services in Paris, you don’t always have to talk about Paris; you can also talk about the Eiffel Tower.

Is there some famous eatery in your locality that draws people from great distances?

Has it become a part of your city heritage?

Why not write about it in such a manner that you can also talk about your own business?

Coming back to my taxi client, there are various reasons why people may hire a taxi service.

They might be visiting the city for business purposes.

They might be on a pilgrimage (luckily for the client, there are many reasons people may like to visit the geographic area he covers).

Millions of tourists flock the place.

So, I’m writing about the top tourist destinations.

The top hotels to stay.

Different landmarks.

The way people dress up.

The cultural sensitivities.

The various exotic itineraries.

The favorite seasons to visit the place.

The famous festivals and rituals.

The local cuisine.

The legends specific to the area.

There is no end to it.

There are practically unlimited opportunities for writing targeted content to improve your local SEO.

Of course, the central point of reference is your business.

How does your business fit in the scheme of things?

This is something you need to figure out.

Remember that you don’t want to end up as an information portal for your locality because then your business message may get lost and your prospective customers and clients may end up being confused.

Many marketers suggest that you only write about things you do.

Make an impact locally, and then write about it.

This way you get lots of opportunities to generate targeted content writing for local SEO.

For example, there is a local event happening.

Can you participate in that event?

If you do, then write about how you participated and how you contributed.

Is there a cleanliness drive going on in your area?

Why not get involved and create videos and images about your involvement and what a difference you have made?

Positive coverage can do a lot to enhance your local SEO.

Even if you cannot get yourself involved physically, you can write your opinion on how, if your business got involved, what impact it would have and if you’re not getting involved, what is stopping you?

You need to be creative.

The purpose of the entire exercise must be to publish lots of content regarding your local peculiarities and then somehow make the connection with your business.

Something or the other is constantly happening in your area.

This gives you limitless opportunities to write targeted content to improve your local SEO.

Is content writing for local SEO different from the usual SEO writing?

The basic guidelines for writing content for local SEO don’t change.

For example, your main keywords must be in the title of the web page or the blog post your writing.

Your headline must have your primary keywords.

Sprinkle your keywords and its different variations all over your writing.

Use headings and subheadings.

Organize the main points in bullet points. Interlink to your other pages.

Follow SEO guidelines when using images and videos.

You may like to read How to write SEO content for your business.

Add to all these the local references.

Infographic-Goal-Oriented Content: how to create content for links, engagements and conversions

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Infographic on creating goal oriented content for link building, engagement and conversion

Infographic on creating goal oriented content for link building, engagement and conversion

The adage “content is king” has been around for ages and is still embraced by Internet marketers today – so much so that it has become a marketing tactic of its own.

Nowadays, it is close to impossible to see a brand that does not have a website or a blog as a platform to catch their audience’s attention.

Content marketing is considered an integral part of any digital marketer’s toolkit.

It refers to the practice of distributing meaningful pieces of content among your target audience, so that they become your paying and loyal customers.

Each brand has its own strategy on how it plans to achieve this, from thinking up brilliant topics to creating series of posts that are relevant and helpful to their ideal market.

Of course, this is all the much trickier than it sounds. Blog posts don’t write by themselves, and to be truly effective, you need to consider how your content will benefit your readers:

By identifying your objective, you can optimize what you are writing.

So, instead of just churning out information, you can come up with goal-oriented content. Similarly, you need to make sure you are writing high-quality content that is easy to understand.

Coming up with content that is aligned with your marketing campaigns allows you to maximize its benefits.

In content marketing, you want to produce content for several reasons: building links for higher domain authority, sparking audience engagement, increasing social shares and converting your leads for more sales, just to name a few.

There are different types of content you can publish to achieve these goals, such as infographics, resource articles and blog posts.

In this infographic, we show you the different ways you can maximize your content production process and reach your content marketing targets. You can also check out the original post for more information.

Goal-Oriented Content- How to Create Content for Links, Engagements, or Conversions_rev1-02