Empower Your Content Strategy
with 3 Google Trends Hacks
When it comes to judging the success and ROI of your content marketing campaigns, look no further than Google Trends. When it comes to data analysis, Google Trends takes the cake with amazing features that empower your content strategy from the foundation up.
Simplicity is the ultimate sophistication. This is especially true when considering content marketing analytics. The inputs of these analytics algorithms have to account for a multitude of possibilities. You want your analytics to be timely, relevant, and valuable to your industry.
Otherwise your marketing ROI will plummet like a raindrop from a cloud. Fortunately, the brilliant minds at Google have developed Google Trends! This analytics engine does the work for you and can serve as an extra input to disperse the variable weight of your predictive algorithm.
Google Trends not only tracks today’s relevancy of any search term, but it can be geo-targeted, compared with other search terms, and forecasted. If there is enough data available, you can determine which keywords will be valuable six months ahead of time so that you can adjust your blogging efforts today.
Google Trends can be used to increase the accuracy of your recommended content analytics from third party service or seo agency. More accurate analytics can be directly proportionate to your marketing ROI… so it might be a good idea to start your thank you letter to Google as soon as possible.
If you haven’t started your content strategy journey, it’s a good idea to look into predictive analytics software vendors and other online marketing counseling that can help you make smart software decisions for your team. Though these marketing automation tools can be very powerful, your team needs to be comfortable using the software to get the most out of it.
If you have sub-par, disengaging, and just generally bad content on your #1 organically ranked page, you are making a mistake. The real goal of search engine optimization strategies should be to expose your best performing, most educational content to as many people as possible.
In fact, Google’s mission statement is:
“To organize the world’s information and make it universally accessible and useful.”
The essential component to this mission statement is the word “useful.”
You will frequently find that a search engine optimization agency aims to rocket your blog posts, landing pages, and homepage to the top of the SERPs, with utter disregard to the usefulness of the information contained therein. This is a good way for a temporary increase in traffic, and maybe even conversions… but when you stop shelling out the money to maintain that #1 spot, your results will suffer. Applying search engine optimization services to bad content is akin to paid advertising, and this benefits no one.
So why would you waste time creating content that doesn’t benefit anyone?
Now that we’ve spent time talking about the basics of creating good content, let’s revisit the problem and look at 2 different ways to improve your content strategy for search engine optimization.
You might be wondering if I only employ SEO assistance for my highest performing content, what becomes of my low performing pages? I will not be the one to tell you that a no-post-left-behind policy is going to be the right way to go. However, if a certain page’s metrics are average, there may still be hope. Utilize a Content Refresh Strategy to improve the performance of low traffic content. In general, I would suggest following the Pareto Principle: know that 80% of your achievement will come from 20% of your efforts. Be efficient in recognizing which content performs, which can be adjusted to perform, and which content can be left behind.
If you are looking for an SEO agency, or you’d like to learn more about other strengths and weaknesses of your site domain, request your free assessment to see how you can improve. CTA or hyperlink to an assessment (linked to “free assessment”).
Content marketing is surprisingly empirical at this point in time. A statistic by Kapost states that only 44% of B2B content marketers followed a documented content marketing strategy in 2014. However, a recent pattern in content marketing strategy is the application of recommended content. I’ll say it again; recommended content analytics could be considered a novelty. According to Datafloq, modern predictive analytics was developed in the 1940s when governments started using the first computational models during WWII. Its evolution was nothing short of extraordinary, but until recently, recommended content analytics had not been consistently applied to content marketing. Although predictive analytics in content strategy is arguably a novelty, Da Vinci would tell you that, “Simplicity is the Ultimate Sophistication.”
Content strategy isn’t something you do one day and then never touch again. Successful content marketing comes from constantly trying to improve what you can offer your visitors in the form of information. Though tricks of the trade will help you create your initial strategy, use marketing automation tools and other data-driven software to constantly examine your content.