Post by sumiseo558899 on Nov 9, 2024 5:47:24 GMT -5
Set marketing objectives, it is essential.
To get the most out of web analytics and make the most of your time, especially now that you probably have more limited resources, you must first set clear goals. You can't possibly know what to analyze , what content is underperforming, what conversion paths get more leads, how to optimize your website... if you haven't set marketing and sales goals beforehand .
It is a fundamental step when developing a marketing plan that helps you organize yourself and provides you with a work methodology.
For this reason, the first step in analysing your content writing service SME's website is to revisit your marketing objectives and, if you don't have any, start defining the most relevant ones based on your current priorities, that is, based on your SME's most pressing needs. Also keep in mind that these objectives must be SMART:
Specific : It's not enough to say that you want to improve your website traffic or conversions, or that you'd like to increase your social media followers. You must specify a specific number, or even a percentage.
Measurable : Likewise, they must be measurable, so if you have specified a number or percentage you will be able to assess whether the expectations for that objective have been met based on the strategies implemented.
Achievable : Obviously, depending on your historical data and the time and resources available to you in your SME, your specific objectives must be, above all, realistic, otherwise they will not be achievable.
Relevant : Remember to contextualize your objectives. Depending on the current needs of your business, you should prioritize which ones are most important. It will help you to separate your objectives into three levels and horizons depending on their relevance, so that you invest 70% of your efforts in the most important short-term objectives to generate income, 20% in those that allow you to improve your products and services, and 10% in long-term objectives.
Temporary : so that you can assess your progress and evaluate the changes you need to make.
2. First analyze the design and web usability.
Do you already have a clear idea of what your SME's objectives are? Remember that it is important to keep these business goals in mind at all times, even when creating your brand and, mainly, when designing and developing your website. For this reason, you should analyse some basic aspects of the website before going into a detailed analysis of the performance of the marketing actions you implement:
2.1. Is the design appropriate for your audience?
Design is one of the main elements to make the different elements of your website effective. When we talk about design, we also take into account the structure of the website and the hierarchy of all the content. However, on a visual level it must also adapt to your audience, your target audience.
Here we would like to clarify that it is essential to have defined this audience in what we call buyer persona profiles in order to carry out any marketing action . Why? Because your website is not for everyone. It is a fact. You do not want to attract a large amount of traffic to your website or get a large number of contacts if they are not going to make a purchase. It is a real waste of time, very precious time if you have an SME.
For this reason, it is essential to specify the type of profiles that your SME should target and, more specifically, the type of buyer personas that your website should satisfy. In other words, your website should serve your potential customers, not just any type of user, and to do so, not only the content and elements that generate conversions come into play, but also the design and structure of the website.
2.2. Does your web adapt to Google?
If we are honest, another buyer persona that we should satisfy is none other than Google. For this reason, your website must follow certain usability and technical criteria that allow the great search engine to also be satisfied with the structure and design of your website:
Adaptability : your website must adapt to all screen sizes. Whether it is a mobile first or a responsive website , you must consider that users also search on mobile devices and Google values and rewards this in search results .
Loading speed : On a technical level, your website must be fast enough to satisfy users and Google. Use the PageSpeed Insights speed test to find out how fast your website loads.
3. Evaluate your attraction capacity: your web traffic.
Once you have analyzed these aspects of your website, the next step is to use web analysis tools that allow you to know the user traffic on your website . Google Analytics and Search Console are classic but also fundamental and effective. In addition, you can use other tools for more specific SEO analysis such as Sistrix or SEMRush that usually save time. In this way, you will be able to analyze the most important aspects of web traffic:
3.1. Analysis of your website's positioning.
If your customers are regulars, they will usually access your website by typing your website URL directly into their browser, but most users will use search engines , especially Google, to look for information and suppliers that can offer them the products and services they require. Search engines rank in their results pages (SERPs) those websites that work best on SEO and adapt to the search terms of their potential customers, which is why positioning is so important for your business .
What should you take into account in this part of your analysis?
Organic traffic : what percentage of users come from organic searches and which pages attract the most users and are AMPs (if you have them enabled).
Positioned keywords : what is the ranking of your keywords in search engines and which pages do they correspond to, and how this positioning fluctuates.
Number of pages indexed by Google: what is the correspondence between the number of published and indexed pages and if they are not the same, what types of problems you need to solve.
Number of backlinks or external links pointing to your pages: which other authoritative and relevant domains point to your site and which ones could be harmful.
With this analysis you can check which keywords bring more customers to your website and which ones don't. This gives you an idea of what content is interesting, and can even show you which terms bring users to your website that you hadn't previously interpreted as keywords.
If you find that your primary and secondary keywords are reaching your customers as you planned, it means that you have correctly chosen the words that interest users, and it is advisable to continue developing content around these keywords. On the other hand, if the keywords you have chosen are not really productive for your website, it is time to rethink new keywords that will reinforce your SME's presence in search engines.
3.2. Analysis of the effectiveness of your Google Ads campaigns
More and more SMEs are choosing to invest in Google Ads, that is, to include SEM in their strategy, since it allows websites to be positioned among the first results of search engines. However, good organic or natural positioning can be just as effective if the use of keywords is well planned, as we have seen above.
If you have paid for the positioning of your website and you often receive users who you can consider to be of quality due to their conversion through the ads that Google Ads allows you to create, it means that it is a useful investment , and therefore it is advisable that you continue making it, since it represents a benefit for your business .
However, if you notice that the users arriving do not convert and are not of quality, you have the option of working only on brand maintenance campaigns and continuing with SEO, or, depending on your time, analyzing more closely what is happening with these campaigns to improve their performance.
What should you take into account in this part of your analysis?
Quality Score : how good the experience is for users who reach your website through ads, which directly affects the cost per click.
Impression share : to see how many times your ads are being viewed compared to the total they could have been viewed.
Number of conversions : what is the return on investment you make on these ads, how many customers you get from each of them.
web-content-clients-SMEs-analysis
3.3. Organic or paid positioning. What works best?
Neither is better or worse if you take into account that they can serve different purposes when it comes to bringing the right traffic to your website. As we mentioned at the beginning, you should consider your buyer personas when creating the website, but also when creating the content and establishing the most appropriate strategies.
Based on the conclusions you draw from your analysis, you can determine that organic positioning is better for attracting more qualified traffic and that online ads are useful in the last stage of the purchasing cycle of your potential customers. However, regardless of the type of positioning, you must choose the keywords that will truly help you get visits, search terms that correspond to exceptional content on your pages, which we will see how to analyze below:
4. Review the engagement of your web content.
While it is true that the design of your website and your positioning strategy are key, the real weight of your digital marketing strategy lies in the creation of appropriate content for each stage of your buyer persona's purchasing cycle. Analysis, once again, can help you check the effectiveness of your content and its ability to generate engagement to get new customers.
4.1. Analysis of geographical areas of interest:
For example, analysis allows you to discover the origin of the users who visit your website . This way, you can find out if your website is reaching the geographic range that interests your business or discover if it even reaches new areas that allow you to expand, if that was one of your objectives.
To get the most out of web analytics and make the most of your time, especially now that you probably have more limited resources, you must first set clear goals. You can't possibly know what to analyze , what content is underperforming, what conversion paths get more leads, how to optimize your website... if you haven't set marketing and sales goals beforehand .
It is a fundamental step when developing a marketing plan that helps you organize yourself and provides you with a work methodology.
For this reason, the first step in analysing your content writing service SME's website is to revisit your marketing objectives and, if you don't have any, start defining the most relevant ones based on your current priorities, that is, based on your SME's most pressing needs. Also keep in mind that these objectives must be SMART:
Specific : It's not enough to say that you want to improve your website traffic or conversions, or that you'd like to increase your social media followers. You must specify a specific number, or even a percentage.
Measurable : Likewise, they must be measurable, so if you have specified a number or percentage you will be able to assess whether the expectations for that objective have been met based on the strategies implemented.
Achievable : Obviously, depending on your historical data and the time and resources available to you in your SME, your specific objectives must be, above all, realistic, otherwise they will not be achievable.
Relevant : Remember to contextualize your objectives. Depending on the current needs of your business, you should prioritize which ones are most important. It will help you to separate your objectives into three levels and horizons depending on their relevance, so that you invest 70% of your efforts in the most important short-term objectives to generate income, 20% in those that allow you to improve your products and services, and 10% in long-term objectives.
Temporary : so that you can assess your progress and evaluate the changes you need to make.
2. First analyze the design and web usability.
Do you already have a clear idea of what your SME's objectives are? Remember that it is important to keep these business goals in mind at all times, even when creating your brand and, mainly, when designing and developing your website. For this reason, you should analyse some basic aspects of the website before going into a detailed analysis of the performance of the marketing actions you implement:
2.1. Is the design appropriate for your audience?
Design is one of the main elements to make the different elements of your website effective. When we talk about design, we also take into account the structure of the website and the hierarchy of all the content. However, on a visual level it must also adapt to your audience, your target audience.
Here we would like to clarify that it is essential to have defined this audience in what we call buyer persona profiles in order to carry out any marketing action . Why? Because your website is not for everyone. It is a fact. You do not want to attract a large amount of traffic to your website or get a large number of contacts if they are not going to make a purchase. It is a real waste of time, very precious time if you have an SME.
For this reason, it is essential to specify the type of profiles that your SME should target and, more specifically, the type of buyer personas that your website should satisfy. In other words, your website should serve your potential customers, not just any type of user, and to do so, not only the content and elements that generate conversions come into play, but also the design and structure of the website.
2.2. Does your web adapt to Google?
If we are honest, another buyer persona that we should satisfy is none other than Google. For this reason, your website must follow certain usability and technical criteria that allow the great search engine to also be satisfied with the structure and design of your website:
Adaptability : your website must adapt to all screen sizes. Whether it is a mobile first or a responsive website , you must consider that users also search on mobile devices and Google values and rewards this in search results .
Loading speed : On a technical level, your website must be fast enough to satisfy users and Google. Use the PageSpeed Insights speed test to find out how fast your website loads.
3. Evaluate your attraction capacity: your web traffic.
Once you have analyzed these aspects of your website, the next step is to use web analysis tools that allow you to know the user traffic on your website . Google Analytics and Search Console are classic but also fundamental and effective. In addition, you can use other tools for more specific SEO analysis such as Sistrix or SEMRush that usually save time. In this way, you will be able to analyze the most important aspects of web traffic:
3.1. Analysis of your website's positioning.
If your customers are regulars, they will usually access your website by typing your website URL directly into their browser, but most users will use search engines , especially Google, to look for information and suppliers that can offer them the products and services they require. Search engines rank in their results pages (SERPs) those websites that work best on SEO and adapt to the search terms of their potential customers, which is why positioning is so important for your business .
What should you take into account in this part of your analysis?
Organic traffic : what percentage of users come from organic searches and which pages attract the most users and are AMPs (if you have them enabled).
Positioned keywords : what is the ranking of your keywords in search engines and which pages do they correspond to, and how this positioning fluctuates.
Number of pages indexed by Google: what is the correspondence between the number of published and indexed pages and if they are not the same, what types of problems you need to solve.
Number of backlinks or external links pointing to your pages: which other authoritative and relevant domains point to your site and which ones could be harmful.
With this analysis you can check which keywords bring more customers to your website and which ones don't. This gives you an idea of what content is interesting, and can even show you which terms bring users to your website that you hadn't previously interpreted as keywords.
If you find that your primary and secondary keywords are reaching your customers as you planned, it means that you have correctly chosen the words that interest users, and it is advisable to continue developing content around these keywords. On the other hand, if the keywords you have chosen are not really productive for your website, it is time to rethink new keywords that will reinforce your SME's presence in search engines.
3.2. Analysis of the effectiveness of your Google Ads campaigns
More and more SMEs are choosing to invest in Google Ads, that is, to include SEM in their strategy, since it allows websites to be positioned among the first results of search engines. However, good organic or natural positioning can be just as effective if the use of keywords is well planned, as we have seen above.
If you have paid for the positioning of your website and you often receive users who you can consider to be of quality due to their conversion through the ads that Google Ads allows you to create, it means that it is a useful investment , and therefore it is advisable that you continue making it, since it represents a benefit for your business .
However, if you notice that the users arriving do not convert and are not of quality, you have the option of working only on brand maintenance campaigns and continuing with SEO, or, depending on your time, analyzing more closely what is happening with these campaigns to improve their performance.
What should you take into account in this part of your analysis?
Quality Score : how good the experience is for users who reach your website through ads, which directly affects the cost per click.
Impression share : to see how many times your ads are being viewed compared to the total they could have been viewed.
Number of conversions : what is the return on investment you make on these ads, how many customers you get from each of them.
web-content-clients-SMEs-analysis
3.3. Organic or paid positioning. What works best?
Neither is better or worse if you take into account that they can serve different purposes when it comes to bringing the right traffic to your website. As we mentioned at the beginning, you should consider your buyer personas when creating the website, but also when creating the content and establishing the most appropriate strategies.
Based on the conclusions you draw from your analysis, you can determine that organic positioning is better for attracting more qualified traffic and that online ads are useful in the last stage of the purchasing cycle of your potential customers. However, regardless of the type of positioning, you must choose the keywords that will truly help you get visits, search terms that correspond to exceptional content on your pages, which we will see how to analyze below:
4. Review the engagement of your web content.
While it is true that the design of your website and your positioning strategy are key, the real weight of your digital marketing strategy lies in the creation of appropriate content for each stage of your buyer persona's purchasing cycle. Analysis, once again, can help you check the effectiveness of your content and its ability to generate engagement to get new customers.
4.1. Analysis of geographical areas of interest:
For example, analysis allows you to discover the origin of the users who visit your website . This way, you can find out if your website is reaching the geographic range that interests your business or discover if it even reaches new areas that allow you to expand, if that was one of your objectives.