Leveraging search data can help businesses create meaningful content and improve rankings

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 09, 2020, 9:11 AM UTC

Around 80% of web content receives little or no traffic, indicating only one in five content pieces could deliver any real value.

This piece suggests how search data can be used to drive content marketing success. With search engines prioritising user search intent, businesses should take a data-driven approach to create content that aligns with user’s specific intent at each stage of the buyer’s journey.

Analysing user signals, like impressions and bounce rates, along with business metrics like sales can help marketers understand the performance of their existing content. Marketers can then analyse search queries and keywords used by target audiences to understand search intent and create content accordingly.

Implementing data-driven insights from SEO audits and competitor analysis can help marketers enhance search rankings. But, marketers need to continually monitor performance to maintain rankings consistently.

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[10 minute read]