Chris Sears

Content Marketing – Using Your Current Analytics Data

Posted by to SEO
Content Marketing Strategies – Using Your Current Analytics Data

At your hands is a resource that can provide you with a wealth of data, which can aid to bring more customers to your site reliably.

In fact, you already know what terms they use to arrive, how often they search for those terms and how much time they spend on your site getting information for them to aid them to choose your product or service.

From this method you will gain information that can help you:

  • Find key terms people already use to come to your siteContent Marketing
  • Get lists of focused words for adding content
  • Ideas for Blog Posts
  • Gain knowledge of highly sought products or services
  • Infographics ideas
  • Get a base for creating “How to” Videos

So how can you tap into this and make use of it?

Active Websites Matter

Firstly, let’s quickly go over a relevant point, any website that is active is looked upon more favourably by search engines.

What does being active mean? Essentially it is regularly providing updates and changes that enhance the site experience for the user. Some of these changes could be within the title tags and Meta data, some could be adding new pages, or refreshing content and images on current pages, and other changes could be adding a new blog post.

Regular doesn’t have to mean every week, or even every month, but if a site were to stay unchanged for a few years, other sites in your industry that are making these changes will move onwards and upwards, while yours by default will be pushed down… there are only so many spaces on a page of results.

The Method of Gathering Data

With this in mind, let’s look at a reliable way for you to develop fresh content for your blog or enhance the content you currently keyword aquisition

This method requires you have Google Analytics setup on your site, with some data already in it.

If you don’t have analytics on your site yet, or it’s only recent, bookmark this post to come back to in a few months when you will have more to draw from.

First off choose acquisition > keywords > organic. You can do this with paid keywords as well, but we will start here.

You will see a large amount of (not provided) thanks to Google’s changes with privacy, and there is a way to get more data out of that, but we will discuss that on another day.

Next go ahead and change the date range, you may like to go back over a few months, a year or more depending on hanalytics date rangeow much data you have recorded. I think the more data the better, unless you changed your site and some terms have no current relevance.

analytics kewords


I’m using data from a blog I wrote while I was living in New Zealand, so the terms people found the site through were very country specific… go ahead and try to pronounce some of them (tip Whangerei is pronounced Fangeray, yes really!)

Next – export the information to excel so you can massage the data and make it usable. For ease of use export it as a csv, though you can use another format if you like.

The drop down for exporting is positioned towards the top of the screen.

analytics export to csv







Using the Analytics Information

Now we can get the data into something that makes more sense. If I were wanting to enhance my information about Waitakere, it would help me greatly to see how often people come to my site already for this term, I may find that it isn’t as relevant for driving traffic even if it is something that I enjoy writing about or a product that I want to sell.

For Waitakere, the landmarks are the ranges, the Arataki centre and the picture frame, but are people coming to my site for these terms?

For your site it may be the widgets you sell and their colours that people want to know most about, a style of product, a particular brand, a product name or a location you sell a service from, you can sort this data in whichever way is appropriate for you.

It’s easiest to find replacedo this through a simple find and replace, I also change the format of the word to show a different colour so I can see it at a glance.

Here you can see there are 23 replacements for the term Arataki, there were also 46 for Waitakere.

Some of the terms cross over, but I can now see more easily what terms people are using to get to my site.

From 355 keywords and phrases that people searched to arrive at my site organically, within my selected date range there are 69 results for these two terms which is 19.5%

Is this a worthwhile term for me to explore further on my site? Definitely!

I can expand on this and give people relevant information which will naturally bring more people to my site, as I now have proven data showing me that people currently find my site through these terms.

Consider other Data

When going through this data, check other information as well. Just because people are coming to your site doesn’t mean they are actually getting information they are after. Look at your bounce rates for these terms and if it is high consider how to make your site more appealing or the information more relevant for a user, perhaps a new blog post on those specific keywords, or an enhancement of the content on one of the pages.

If you are tracking goals, and they are low, you could add an enquiry or feedback form, make a special offer, or put up a how-to video on the information you have gathered.

Putting it into Practice

The next step? Consider how to use this on your site now.

If you can rewrite content to supply users with a deeper level of information and become an authority in your field, your will gain user trust and brand recognition.

If you don’t have anywhere on your site currently that you can fit this into, start a blog section, and if you do have a blog, this can aid your plan of what topics to cover that are of interest for your readers.

Google analytics provide a great resource for website owners to get the most out of their site and build more traffic, and we will be exploring this further in coming blog posts.

Let me know in the comments if you tried this method out, and how it went for you.

Chris Sears

About Chris Sears

Chris Sears is a passionate web marketing specialist who has helped many businesses grow from Search Engine Optimisation and Adwords Management throughout Australia.

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