Your site visitors communicate a lot of valuable marketing information to help you drive online search results. It takes continuous vigilance to be able to monitor how your visitors and leads are attracted to your content and how they navigate your site. This is known as digital body language. Their interests and reactions to your brand are online and an effective marketing automation program works to decipher the movements of the various buying profiles on your site.
Of specific focus should be how your site pages are consumed and what people are looking at. This helps you to refine further content as well as reposition past articles and pages on your site. Here are some areas of focus which require analysis ongoing:
- Keyword search terms. Ensure your analytics reporting shows real-time information and can prioritize keywords that are getting results. These are working for you. Cross-check these with Google keyword search to see what overall market traffic you are getting.
- Page content which is working. Seeing which pages are effective helps to focus your future writing. Use similar topics and keywords. Also, there may be best practices you can establish from seeing what has worked. Take your time examining this. Try to make all your web pages count towards being found and consumed.
- Incoming links. Knowing which pages have a direct link to popular blogs helps you combined with the time people are staying to read will help you assess how valuable the content is. Furthermore, seeing more inbound links shows that others are finding value in the relevance of your content.
- Social media mentions. Your content should have social media metrics which show how much something has been Tweeted, Facebooked, Google +1 and Trackbacked. This is a trail which others will later follow. Your content was worth mentioning and thereby being promoted.