As much as it seemed impossible for businesses to survive, we have successfully made it to the end of this year.
So if anything, this year has actually compelled the search marketers to think differently.This presents an excellent opportunity to analyze your digital campaigns and, in evasion of smugness, scrutinize your year to determine the success that might help you in the next year.In this blog, we will go through the five areas that will help you obtain future insight.TRAFFICTurn to Analytics to see a year-over-year view of your website traffic.What transpired in the previous year, comparatively speaking, that you should get a load of?Did your typical site traffic seasonality shift because of the pandemic that you might need to take into consideration (as we may have to spend a few more months in this atmosphere)?Have you observed certain channels, whether or not in search, that has witnessed a negative or positive transient in user engagement and behavior with website touchpoints?On the whole, have particular landing or exit pages made extreme changes in the past year that might suggest a reexamination or improvement?TECHNICALA technical site audit at the end of the year is at all times a best practice.Usually, a lot is added to your site during a year, and very little is struck out.Log in to your Google Analytics account, and from there, perform a year-over-year review comparison of page load speed.You might notice some clear offenders that you need to reassess, especially for large file size image additions, invalid file references, and so on that should be updated.Analyze the development deployment calendar.
Can you clear things up a little and deploy using a tag manager?KEYWORDSFrom both an organic and paid search point of view, check out the keyword volume trends over a period of time.The keywords that you have targeted throughout the year do they still present an expected search volume, or are they decreasing?
Or perhaps the keyword family is expanding and should be prioritized in your next year’s content marketing strategy?Are there monthly discrepancies in your keywords that could signal extra paid search focus during the upcoming months next year?Conduct a year-over-year analysis of the CPC (Cost Per Click) and CPCon (Cost Per Conversion) of your paid keywords.You might have your conversion blinders on observing constant keyword success, but waning return on investment (ROI) as your competitor is building for a specific keyword.You might want to spend more granularly around this keyword to find a similar searcher but at a relatively lower price.Or, in the best-case scenario, you might discover terms with increasing CPCon (cost per conversion).CONTENTFind out which type of content resonated the most with your target audience?Keep in mind; it is not always about the content that drove leads or even first-visit sales to your business.Much of your content writing boosts brand awareness and satisfies informational seeking needs in probably pushing user engagement and conversion sooner or later.Which pieces of content used in this year’s content marketing strategy displayed the highest pages per visit as well as session duration on your site?
These website touchpoints display that certain content builds enough trust among the visitors to be open to future content.Perform an in-depth assessment of the analytical insights offered by social media platforms like Facebook Insights and LinkedIn Analytics.While a lot of businesses might turn to advertising in these market verticals and appear puzzled when the site visits are not converting into sales, you need to consider the platform’s role.
Therefore the best thing to do here is taking a look at your last year’s organic posts and try to find out:What type of content got the highest user engagement?What type of content on your website saw the most number of shares, comments, and other reactions?This will help in making an audience of followers.Even though these aren’t direct sales ways, in reality, you are setting up an outlet for the audience to enter your website, wander a little bit, perhaps sign up to your newsletter or download a free PDF, and ultimately convert someday sooner or later.The most important thing here is that you need to discover the types of content from the last year that have resonated with your target audience well in the past and will result in more user journeys in the future.LINKSIn simple words, find out the type of inbound links that you have lost and the type of inbound links that you have earned.This year has been the most challenging one for marketers who have depended on acquiring links through the usual methods.
