To get search engines viability or rank on the top, a webmaster must optimize content with relevant keywords. That’s why SEO and content marketing are among the top marketing tools today. SEO is a very popular concept in recent years and a very important part of Internet marketing. When potential customers are searching for keywords, if your website or related content can appear in the top position of Google search results, it naturally increases the likelihood that customers will buy your product.
Content marketing for small businesses is a game that can't be played aimlessly. You need to guarantee that each progression that you are taking with your content is calculated. This helps cuts down the overall risk of putting efforts in the wrong direction. Notwithstanding whether your business has been utilizing content marketing broadly or you are totally new to it, you need to keep critical data and analytics in the front line. This is the main way that you will be capable to get better return your interest over the long haul.
Key performance indicators or KPIs are essential for executing a successful content marketing strategy. So as to create the correct sort of results you have to know and assess the best possible metrics all the time.
KPI 1. Natural flow – Natural traffic is the traffic that is gained in search engine search results without paying, which is the core of SEO. After all, your marketing goal is to have a good ranking in the keyword search results in your field. Therefore, it is necessary to track the overall natural flow data, which can be used to determine how many people have accessed your web page through search engines.
The overall natural flow is site-wide. To further clarify and be more detailed, it is also necessary to judge according to various standards.
It's important to find out where your natural traffic comes from, especially if your SEO targets a specific area of the population or wants to open up new markets.
First, you need to distinguish between different countries' traffic sources. This may help you make strategic decisions. If you find that a large part of your traffic comes from overseas, then marketing may be worth considering.
At the same time, you can also see which areas have empty traffic but lack of profitability. Understanding these can allow you to think about the reasons and formulate countermeasures in a timely manner.
Of course, after understanding the traffic in different countries, you need to know more about your target market. In the United States, for example, you need to understand the situation in each state, adjust your strategy in a timely manner, and allocate resources more rationally.
KPI 2. Bounce Rate – The bounce rate tells you how many people have jumped away from your site after browsing only one page. In general, the higher the lower the ratio, the better it is. If your site has a high bounce rate, you need to make some changes and do some work on the site to retain more users. Querying the bounce rate by following the login page can help you determine which pages are able to retain visitors and which pages will cause them to lose interest. If the bounce rate of a page is too high, it is likely that the content on the page does not match the content that the user wants to get through the search engine.
KPI 3. Natural conversion rate – "Traffic" simply means how many people on your site are browsing, and it doesn't mean that you have implemented a transaction, which is why tracking of conversion rates is so important. It's best to combine conversion rate and traffic so you know how much users who browse your site through search results are attracted. Of course, you also need to look at your conversion rate based on different factors to see which ones have a greater impact on it. In addition to the login page and geographic source mentioned above, there are two other factors to note: by device
In this era, if you can't attract mobile users, then you can't get a healthy and good market share. If you find that your website's conversion rate on the PC side is usually higher than the mobile side, then you may need to improve the mobile user experience and make your web page more adaptable to the mobile side.
If you find that the conversion rate is higher in some browsers than in other browsers, this means that your site is not very friendly to users who use those browsers. At this point, the development team needs to be out, and they need to make sure that your site is doing well in all common browsers
KPI 4. Up to exit page – The "exit page" is the last page that the user sees before leaving the site. These pages need to be taken seriously because they are likely to belong to "problem children." Usually, they are, let the visitors lose interest, so they left. So tracking these pages can help you improve your website more specifically.
View the natural traffic of different search engines by category. Although Google is the most popular search engine; there are still some users who use other things, such as Bing. Just as in China, in addition to Baidu, there is also some traffic, such as Sogou. Knowing the traffic of your website in different search engines can better and more rationally allocate resources and develop SEO strategies. You can use some keyword tracking tools to determine how many keywords your site has on Google. Once you know what keywords are in your search engine and your web page needs to work hard to improve your rankings, you can use this data to call the SEO strategy. It is a good idea to take advantage of the success stories you have already achieved. If you find that your site ranks in the top 10 among some of the high conversion rate keywords, then continue to use these keywords in content marketing! These top-ranked keywords are likely to bring you the most traffic. Of course, you also need to ensure that the login page associated with these keywords is able to maintain a low bounce rate.
KPI 5. Click-through Rate – The Google Search Console tool provides a search analytics report that shows the average clickthrough rate after people see your link in a search engine. This ratio is the click-through rate (CTR). You need to keep an eye on this data because it tells you not only the ranking of your page on the search engine results page but also how attractive it is.
According to the keyword, other data that needs attention is your highest search term. If you see a word that has a high volume of clicks, you should quickly determine which pages are ranked under this keyword and make sure that the content of your pages more accurately reflects the intent of the searcher.
KPI 6. Daily Crawling Pages – The Google Search Console tool will also show you the number of pages that are crawled each day. If you have thousands of pages, but only a small percentage of them are crawled, that's the problem. If your page seems to require a lot of system resources for your robot, then Google won't crawl your entire page. Duplicate title and duplicate content must be avoided. If many different pages have the same title tag and description, it is equivalent to telling the search engine that these pages are all the same topic. This will dilute your authority and limit your ranking under these keywords. So if you see duplicate content on your site, remember to update it in time! Search engine optimization is not always a simple job, requires long-term, close monitoring, and timely improvements.
Doing content marketing for independent companies or small businesses is one thing. Yet, getting effective, quantifiable outcomes or results is something different. In order to make sure your content marketing endeavors pay off, you have to make content that draws in clients as well as helps you retain them
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