Under the hood (SEO) aspects of content raise its value as an asset. SEO content writers know the rules of search engine optimization and apply them to boost the impact of their clients’ content. Copywriters and clients like optimized content because it can be measured. They can see what is working and what is not and adjust as needed.
How can content be measured? Just a few years ago, I could not answer that question. Now I can thanks in part to SEO trainer and consultant Jason McDonald of the JM Internet Group. Combining SEO methods with good writing offers a robust solution for online engagement.
At Content For Biz we tend to measure content impact for our clients in multiple ways. Our initial evaluation is a benchmark that will improve over time.
What to Measure
Based on the client’s business objectives, we figure out what to measure. Using the best free metrics tool on the Web – Google Analytics – we decipher what information is important. Basic data shows how people find the site. Is it from keyword searches or referring websites? And, once visitors arrive on the site how do they interact with the content? Advanced features will show data by geographic regions and other criteria. Google Analytics is a great tool to measure before, during and after SEO efforts.
How to Measure
We check a client’s current ranking on Google’s organic listings using keywords/phrases. We look not only for their site, but to see which of their competitors are ranking high. We conduct a keyword analysis to find the best keywords/phrases for them to use. We then consistently develop relevant content using the appropriate keywords/phrases. The content may take many forms including news releases, blog posts, social media and white papers. Search engines look for fresh content and reward sites that supply it with higher rankings.
We verify the content page is tagged correctly for search engines. Are the keywords/phrases positioned strategically? Are headlines, subheadings and photos tagged properly using keywords? We assess the organization of the site. Is it easy to navigate? What content should hold a priority position on the page.
Next, we analyze links to the client site and to their competitors’ sites. We help add links to the client site by understanding the environment they are competing in. We publish news, write posts for their blog and social media to build the site’s reputation and authority.
This is one method to boost content impact. How do you measure the value of your content?