We’ve all learned the truth: there are no quick fixes to SEO greatness. Buying links, stuffing keywords – black-hat tactics will tank your search rankings before you can enjoy the spoils. But thanks to the plethora of spectacular SEO blogs and content out there, we also know what does work is legitimately building the following factors: 1) relevance, 2) authority and 3) trust for your website.
Now the question is – how to get started? There are hundreds of ways to improve these three areas. When you’re specifically looking to improve your site’s relevance (how appropriate your page is for a given search), one unexpected place to find some clarity is in your site search engine’s analytics. Want to learn how? Let’s dive in.
Discovering Content Topics
When creating content for SEO, one of the first steps is to decide what your potential users want to read about. There are dozens of tools out there that can give you topic ideas based on general search interest. But this data is generalized across demographics and regions – you’re stuck crossing your fingers that your exact customer base finds the topics you write about interesting.
By using site search analytics, you can take out the guesswork. You can know for certain that your content is relevant to your customers because the topics will come directly from their searches!
Look at your on-site search analytics. What trends do you see? Are users constantly searching for a page that you don’t have? Are your visitors searching for one product or service over others? These are easy indicators of a successful piece of content waiting to happen.
And here’s the good news: creating content in this way can help with SEO! If your users are consistently searching for a specific topic on your website, it’s likely there are even more potential customers looking for that content on Google or Bing.
Takeaway: Attract new web visitors by writing about topics that are important to your brand and customer base.
Sharing Words with Your Customer
Once you have found topics you know your customers want to read about, it’s time to get writing! When search engine algorithms are determining relevance, one of the most basic factors they will consider is the words you choose to use and exactly how relevant they are to the query.
If you want to improve your relevance, start getting specific about the words you choose.
For instance, many higher education institutions use the word “commencement” when referring to a ceremony in which degrees are awarded to graduating students. However, most students use the word “graduation.” When writing a piece of content, if you choose to use the word “commencement”, you may miss out on ranking for some searches related to graduation.
Let’s apply to this to your website. Journey into your site search analytics to see the exact verbiage customers are using when searching your website. Can you add these words into your content? Can you revisit your brand standards around a certain topic to make sure you are sharing words with your customers?
Takeaway: Let your users guide your word choice.
Congratulations – you’ve created a content strategy based on your site search analytics! But with all these content ideas, how do you decide which ones to publish first? Time to head back to your site search analytics. (We know, big surprise.)
The popularity of terms and topics can help you prioritize your content creation. When you arrive in your Analytics platform, you will be able to see how often a term is searched. If you work with a tool like Cludo’s Intents, you can even see what general topics are the most popular.
It’s also important to consider necessity. If there is a popular search term that already has a large amount of content dedicated to it, it may be ranked lower down the rungs in terms of importance. However, a moderately popular topic that you haven’t addressed at all could be a hugely impactful place to start.
Takeaway: Let user interest (and necessity) guide your content creation.
Interested in a comprehensive site search solution that your marketing team will love? Contact us to learn more about Cludo today.