Content Marketing Blog mint

Content Marketing Blog

Let Data Drive

Content Marketing Strategy Powered by Data and On-Page SEO Tools

A marketer’s dream is to develop meaningful connections with their audience. As we’ve examined in previous blog posts, connections can be established through good quality content and smart SEO integration. Like every other field in the world today, content marketing also relies on one, often forgotten aspect of decision making: data.

Data driven decisions are just that: decisions that incorporate proven methods and tools to leverage your content to the right audience at the perfect time. According to writer Viola Eva, “it’s time to leverage the latest SEO tools for your content creation” and make smart, informed decisions.1 It’s worth taking a second look at your knowledge of competitive analysis and keywords, and how you can relearn some best practices to increase the relevancy of your site.

The Do-Re-Me of SEO

Before you can start making data driven decisions, it’s important to know the basics of SEO. As a marketer, your goal is to have your site appear on Page 1 of a search engine’s results. According to Marketshare, 75% of people will never scroll past the first page on a Google search.2 This is because the first page of a search is usually filled with the options most relevant to a consumer’s interest or search.

Statistical relevance is an aspect of SEO that has become increasingly important to the success of content online. Tools can identify the common elements among sites featured on the first page of search results. According to Eva, “SEO tools use statistical analysis to understand what all those websites on Page 1 have in common – and for which ranking factors your website is deficient.” This is different from other web crawlers, like Screaming Frog, who only present one-size-fits-all recommendations for your site.

Let’s Get On-Page

In recent months, on-page SEO has become a crucial part of SEO best practices. According to Moz, a popular SEO blog, "on-page SEO is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines."3 While off-page SEO relies on links and external signals, the on-page counterpart optimizes the source code of a page itself.

Several tools such as CORA, Page Optimizer Pro and SurferSEO, simplify the on-page SEO process for marketers. While all the tools provide review and analysis of your search results, the tools differ on what exactly they measure, from LSI keywords to ranking factors.

Upgrade Your SEO Toolkit

According to Viola Eva, there are three important things to consider when implementing any new SEO tools to your content strategy.

  • Data and Transparency: It’s important that your new tool is able to provide analysis along with its review. CORA is well regarded by industry professionals for providing the most in-depth review of any SEO tools. It searches the first 100 results on a query and analyses 600 ranking factors.
  • Recommendation Quality: No tools will ever return the same recommendations. That’s because they focus on measuring different things, like the source code of a website vs. the front-end we see as users.  However, comparing successfully ranked pages with similar fields of interest will allow you to see correlations of successful optimization.
  • Usability: While many tools are browser applications, a better test of usability may come from a desktop application. It’s also important to see where your competitors are ranked and what gives their site their ranking position.

In addition, it’s important to ask yourself what you’re looking for from your SEO tools. Are you looking for detailed data or a summary? Do you prefer general practices or hyper-specific recommendations? Depending on what you’re looking for, different tools can better serve your needs. The biggest takeaway is an appreciation for data, and how new SEO tools can give data the wheels to your SEO marketing.

Search marketing can be challenging and confusing. Our team at MintCopy is comprised of experts in SEO and content marketing. Our writers follow digital copywriting best practices to enhance your marketing strategy and help you achieve greater business success online.

Use our online form to get in touch today. Follow us on Facebook, LinkedIn, Google+ and Twitter to stay updated on the latest content marketing trends.

Share


Recent Posts

Sheetal Pinto - 5/28/2020 06:00

Make Sure Your Email Marketing Content is Ready Too!

If your business is getting ready to reopen as coronavirus restrictions lift, you’ve got a lot of things to consider. Being proactive can save you some steps and protect your brand’s image under the new normal. As you’re buying more sanitizer and cleaning supplies, getting inventory ready and confirming details to reopen your onsite business, make sure to check your digital marketing status. Emails that aren’t sensitive to customers or provide tone-deaf communications can embarrass your business and reduce your response rate. Your audience is being bombarded with emails about COVID-19. Keep your message from being deleted in an over-crowded inbox by getting your digital marketing strategy in order before you reopen.

Sheetal Pinto - 5/21/2020 06:00

…Empathy

Most organizations in the world today are trying to figure out what is the new normal. Consumer behavior is changing. We saw it after Hurricane Katrina, the Great Recession of 2009, and 9/11. Smart businesses adapt their marketing to these changes. Whether it’s social media, print or email, your communication needs to be sensitive to your consumers. Empathy should be the overarching theme and tone in your emails during a crisis.

Sheetal Pinto - 5/14/2020 06:00

If it's Too Long to Read, it's Too Easy to Ignore!

The Neilson Norman Group, a company that studies user-experience, estimates that most users, on an average web page, only read a maximum 28% of the words. According to NNG, “more realistically, users will read about 20% of the text on the average page.” New users tend to read less, while an established audience may read more. Longer content isn’t always consumed by the reader. The TLDR syndrome, otherwise known as “too long; didn’t read,” is real. The solution is finding ways to keep the user engaged, rather than just posting shorter articles.

Sheetal Pinto - 5/7/2020 06:00

How to Maintain Quality and Communicate Positively

Even though many states are beginning to lift shelter-in-place regulations, COVID-19 will continue to be a major influence on consumer priorities and business trends over the next few months. The way you market your business and communicate with customers should reflect your brand and the current state of the economy. Here are content marketing guidelines that you can use to stay relevant to your audience and still maintain a strong online presence.

Sheetal Pinto - 4/30/2020 06:00

Say, it, Show it, Reciprocate it

Doctors, nurses, first responders, food delivery personnel, grocery chain employees, postal staff, and a host of frontline workers are out there, helping to keep the rest of safe, comfortable and well-served through these trying times of the Covidian era. Never have our hearts filled with as much gratitude as we feel now, every day, day after day. You see it all around—blue ribbons tied on trees, lights shining at a certain time every day, window decals and stickers, messages on sidewalks and driveways—all saying, "thank you", "stay safe", "we appreciate you", and so on.  

Sheetal Pinto - 4/23/2020 06:00

Does Your Content Help Them?

During any crisis, where do people turn to get answers? Whether you’re looking for dried beans during the COVID-19 pandemic or wondering how to find your insurer after a devastating thunderstorm, you’re going to ask a search engine. When you change your content to meet the needs of your customer, you maintain your online presence and help customers find answers to their questions. An SEO strategy is a marathon, which means what you do today will have lasting results. Even if you’ve had to close your doors currently, you don’t want to lose the momentum you had with search. It’s time to rethink your content plan.

Sheetal Pinto - 4/16/2020 06:00

Here's How to Cope and Adjust

COVID-19 has completely changed how businesses operate. Maybe your business is on hold while you wait for things to get back to normal. Or you’re an essential business trying to continue to operate under stressful circumstances. Your content strategy may not be a priority on your mind. However, your customer is at home, trying to find a useful distraction (because they’ve finished combing through Netflix)! You may have a content calendar all lined up for the next few months, which is good. Yet you don’t want to appear indifferent to what is going on with your audience. How can you continue to engage your audience during difficult times? The answer is to evaluate your content against your brand’s values and your audience’s needs.

Sheetal Pinto - 4/9/2020 06:00

Old Blog Posts Might Be Gold!

If you’re like most people who are staying safe at home during the pandemic, you’re going through your cupboards and checking out what you have in your pantry and freezer because you don’t want to go to the grocery store every day. Using up the supplies you might have forgotten saves you money and prevents items from going into the trash. Similarly, old content on your blog might be the ticket to generating new blog posts that fit into your SEO strategy. Instead of starting from scratch and creating new content, take a look at what you already have online. Freshen up the information and repost it.

Sheetal Pinto - 4/2/2020 06:00

Shifting Content Marketing Focus from Word Count to Reader Count

SEO writers have been trying to find the perfect formula for high SEO rankings for decades. One recent trend in SEO is long form content, articles that are 2,000 words and even longer. While there is evidence that long form content does get reader engagement and adds to your SEO ranking, it’s not essential for getting rankings. Shorter articles that are well written and relevant to your reader can rank just as well, even better than low-quality long form content. There’s no magic number for word count. Long form content shouldn’t be your goal. The goal is audience engagement.

Sheetal Pinto - 3/26/2020 06:12

Public Statements, Emails, Employee Newsletters, Social Posts, and More…

Even as the Coronavirus COVID-19 pandemic continues to challenge our lives all around, our team here at MintCopy, like our peers, customers and associates, remains positive. We want to assure you that whether you are an existing customer sourcing content regularly through our content agency, or a new customer seeking our assistance with your content strategy and content marketing plan, we are here to serve you. Our team is busier than ever, working on company statements, customer and staff emails, employee newsletters, social media updates, and more, for a variety of clients. Work from home is not our “new normal”; it is our “normal”. Our SEO writers have been creating high quality content working from their virtual offices for the past 12 years…and counting.