The summer heat is baking most of the country right now, but do you know what’s cooking with your analytics data? Here is a sextet of tactics to make your website a lean, mean lead-generating machine.
Spy vs. Spy
MAD Magazine just announced it will cease publishing new material after a 67-year run, which sadly means no more new Spy Vs. Spy cartoon gags.
A fun part of those comic strips was viewing the ingenious tactics the two spies used to snatch details about each other. Search Engine Journal offers some clever ways you can “spy” on your competitors’ site links using Competitive Link Analysis.
For example, you can use SEO programs to extract backlinks data from competitors’ sites to study and develop a strategy to potentially acquire them for your own site.
Rise to the Top 10
Website audits are a wise first step to take when looking at ways to take advantage of Google’s Diversity algorithm update, launched in June 2019.
Check the strength of the technical side of your site. You should have:
- An intuitive user experience
- A streamlined mobile experience
- A fast site, both in page load time and overall
Then, take on the next phase, strategically looking for opportunities to elevate your rank for specific keywords. We recently went in-depth on this impactful Google change in a blog post, because we take Google updates very seriously since they often impact the way sites are searched and discovered.
Stars in their eyes
Yes, it’s true: Justin Timberlake’s summer 2006 anthem “SexyBack” is officially a teenager. Bringing some sexy back to your search engine results is a fine way for companies to get noticed during the hot months of summer.
One simple thing you can do is update your Google My Business page. (If you have not claimed and set up your Google My Business (GMB) page, do that stat!) Customers can digest a lot of important info about your company quickly via your GMB listing — and it looks sharp on the right side of the search results screen.
SEMRush’s blog has a nice post on ways to achieve SERP elements – cleverly labeled for the speed in which you can make them happen.
Before you click “Publish” …
Team Savoir Faire grew up in newsrooms, so we know our way around a juicy piece of copy. That said, we don’t just complete a blog post – knowing it’s got some wicked smart insights – and click publish.
Why waste the time doing that if it’s not going to reach the intended audience? After we write, edit and include meta data, then the post goes to our SEO guru to check our keyword placements and incorporate other behind-the-scenes strategic additions.
For practice, take a look at this article from The Social M’s, and follow their steps on your latest blog post to measure areas for improving its chances for visibility.
Intro to CRO
Search engine optimization (SEO) is often the primary marketing tactic for sites, while conversion rate optimization (CRO) plays second fiddle. That may be a mistake. Without strong lead conversion, your site probably has a high bounce rate and dwindling engagement.
Martech Advisor suggests you consider these tips for CRO on your landing pages (and all of your pages should be considered landing pages):
- Try some A/B testing for Calls to Action
- Install a brief, simple user survey
- Map the journey your users take through your site as a whole
Insights & data: Not the same thing!
There’s a difference between collected data and actionable insights – and there are tactics you can use to transform analytics into growth.
Forbes highlights the key attributes of actionable insights in a new article:
Using those criteria, you can weigh how much action you can take from analytics data. Gathering data is challenging and time-consuming, so don’t waste the effort by doing nothing with it.