I was doing my usual shuffle through a few analytics accounts the other day, for interest rather than with a clear goal in my mind when this blog post occurred to me. Firstly apologies for again writing something that is not ‘in the news’ as such. I promise my next post will be about current events – from Google plus-ing to site mobile-ing and everything in between.
For now, back to the thought I had about content, brand and analytics.
Here’s my train of thought:
1. We all know that our analytics accounts tell us what content is working, what search terms people come in on and even what search terms send the ‘right’ kind of people to our site.
2. We all know that we need to hone our keyword targeting in order to get those ‘right’ kind of people – even if we are limited to using endlessly frustrating tools like the dreaded Adwords Keyword Tool.
3. We all know we need to write content, using those target keywords, in order to get conversions.
4. How often do we think about brand visibility and its value alongside conversions?
Let me give you an example. (more…)