Conduct a technical website audit and keyword research to measure SEO metrics

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 19, 2020, 1:34 AM UTC

Creating a focused content-measurement strategy can help brands measure their content performance.

This article suggests brands track metrics for content goals like SEO, lead generation, or thought leadership to measure their content marketing performances and ROI. Measure metrics like keyword ranking and organic search traffic with tools like Ahrefs and Google Analytics to gain insights on SEO content performances.

Brands must perform a technical audit on their websites to gain insights into keyword rankings and create relevant content to boost organic search traffic. Evaluating conversion rates, click-backs, and on-site analytics like bounce rates can help measure lead generation efforts.

On-site analytics like time on site and finish rate can further help marketers know if their thought-leadership pieces are resonating with the audience. Metrics like share rates, social media engagements, and press mentions can also measure thought-leadership content effectiveness.

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