Monitoring internal site search can help marketers boost their content marketing efforts

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 17, 2020, 5:40 PM UTC

It can help brands find out if their websites are fulfilling their target audiences’ needs.

Instead of looking at competitors’ data, marketers should leverage their own data to create unique and compelling content marketing strategies. Marketers can use their internal site search data to identify what their readers are searching for on their websites and accordingly create content.

Businesses can use tools like Google Search Console to identify search queries that bring them the maximum number of clicks. They should then re-optimise their content for the most clicked search queries to increase organic search and push ROI.

Marketers should also find out how customers look them up to get insights into the audience perception of the brand. They should create content that properly addresses branded search queries and optimise their best performing content to drive more traffic.

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