3 Tips For Improving SEO With Marketing Analytics

In chapter 2 of his SugarBush President Mark Parent’s new eBook, “Unlock The ROI of Your Marketing With Analytics”, the inbound marketing expert dives into the SEO world and how to improve the practice with marketing analytics. Here are just a few of the many tips he provides:

SEO Improvement Tip #1: Establish Benchmarks

Parent acknowledges that most marketers are always on the lookout for ways to improve their SEO – “it drives free traffic to their websites that can then be converted into leads and customers.” The first step toward doing this successfully is to establish baseline SEO metrics, which can be done by finding out:

• What percentage of your website traffic comes from organic search
• The conversion rate of your organic traffic into leads and customers
• Which non-branded keyword phrases drive the most organic traffic
• Your position in the SERPS for keywords for which you want to rank
• How many inbound links you have and what pages they point to

“Focus your SEO efforts on creating content & generating inbound links
around search terms that drive qualified traffic”
– Mark Parent, “Unlock The ROI of Your Marketing With Analytics

SEO Improvement Tip #2: Embrace Long-Tail Keywords

Generate new long-tail variations from your highest-performing keyword phrases and target them in your content creation and link building efforts.

When adding new keyword phrases to your arsenal, be sure to maintain a healthy balance of competitive and non-competitive terms.

Your keyword strategy should include keyword phrases with high search volume and high competitiveness as well as terms that require less content and inbound links to rank for.

“This balance allows you to steadily increase the amount of traffic you generate from organic search month over month while you also put effort into ranking for more difficult search terms,” advises Parent on page 24.

SEO Improvement Tip #3: Identify Holes In Your Content Strategy

Just as you can identify opportunities for content creation by looking at your keyword performance in closed-loop analytics, you can identify holes in your content strategy too.

If a search term is generating a lot of organic traffic to your website, but none of that traffic converts into leads, for example, it’s a sign that your marketing offer is insufficient or non-existent. Fix this by creating or updating your offer to better reflect the needs of that traffic that comes to your site around that particular keyword phrase.

For more expert tips on how to easily boost SEO performance through marketing analytics, download the free eBook by Mark Parent, “Unlock The ROI of Your Marketing With Analytics” now.