Content, the right content is amazing stuff; it can drive high quality traffic to your website and also convert these visitors into customers.
But what content should you write?
Until recent Google changes you could take a look at your Google Analytics to see what search terms brought traffic to your site, but with Google now protecting the privacy of users up to 80% of your traffic will be showing up as “(not provided)”.
So how else can you capture what topics visitors are interested in?
Most websites have the ability to give you subtle clues as to what you need to write. When a visitor comes to your site, IF what they want to see isn’t clear to them then many of them will go to your search function to find the content within your site.
All you need to do is capture these search strings and you have the start of your content funnel.
A quick search on Google will show you how to unlock the onsite searches for your particular CMS (Content Management Systems), but let’s take the example of WordPress, one of the most popular for websites.
In Google Analytics. From your site profile click on Admin.
From here you’ll see a sub-tab for Profile Settings. Click on that to bring up the Edit Web Profile Information screen.
Scroll down to the bottom the Edit screen to the Site Search Settings. Ensure that you click the radio button to track Site Search.
Next you need to enter a query parameter. On a typical WordPress installation, the query parameter is simply the letter “s”.
If you go to your WordPress site and do a search via the search widget, you’ll notice the URL of the results page will look something like http://www.yourdomain.com/?s=search-phrase.
Whatever is between the ? and the = is your query parameter!
Now Google Analytics will start to collect your entire on site queries, it can take 24 hours to start collecting these so please be patient.
Once you have these search queries you’ll start to get a better understanding of what content your visitors want to see.
So how else can you capture what topics visitors are interested in?
Most websites have the ability to give you subtle clues as to what you need to write. When a visitor comes to your site, IF what they want to see isn’t clear to them then many of them will go to your search function to find the content within your site.
All you need to do is capture these search strings and you have the start of your content funnel.
A quick search on Google will show you how to unlock the onsite searches for your particular CMS (Content Management Systems), but let’s take the example of WordPress, one of the most popular for websites.
In Google Analytics. From your site profile click on Admin.
From here you’ll see a sub-tab for Profile Settings. Click on that to bring up the Edit Web Profile Information screen.
Scroll down to the bottom the Edit screen to the Site Search Settings. Ensure that you click the radio button to track Site Search.
Next you need to enter a query parameter. On a typical WordPress installation, the query parameter is simply the letter “s”.
How can I be sure that “s” is the query parameter for my WordPress site?
Whatever is between the ? and the = is your query parameter!
Now Google Analytics will start to collect your entire on site queries, it can take 24 hours to start collecting these so please be patient.
Once you have these search queries you’ll start to get a better understanding of what content your visitors want to see.
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