Today, I’m talking about determining where to put your focus to get meaningful results from your marketing.
Don’t skim this one if you want better results from your marketing
Let’s get right into it with this diagram:
In order to actually get results (leads, sales, etc.) from your website, you need to answer the three questions above:
- Where could you go?
- Where are you now?
- Where should you focus?
Answering these questions could be simple or complex, depending on your situation. Below, I tell you how to answer each question.
Where could you go?
Collecting and organizing this information takes a lot of work and a creative, critical-thinking mind. But in the right hands–it’s worth it!
Use a tool like SEMrush to collect as many keywords as possible. Both transactional and informational keywords matter if you want to attract your target audience. Don’t ignore informational keywords just because they don’t signal the searcher is ready to buy.
Obtaining more search engine visibility happens when you dominate a topic and offer the best experience the web has to offer for any given keyword.
Where are you now?
This might be the easiest question to answer. You can look at your Google Search Console and/or SEMrush to see what keywords you are actually showing up for and getting clicks from. Your goal here is to identify all the keywords you currently rank for.
Where should you focus?
This could potentially take a lot of work to put together depending on the actions you want visitors of your website to take. You need to determine what pages you currently show up for that are actually getting you results.
You’ll need to set up and test goals with tools like Google Analytics & Google Tag Manager if you don’t have them already. Determine what pages of your website that show up in search results lead to meaningful business outcomes.
Once this is done, you’ll be able to set up an incredible dashboard in Google Data Studio (like the one below) that can be used to reveal your top pages by your specific goal completions. In other words–your most valuable pages for your most desired actions.
From there, you can see what those pages are ranking for, and voila–you know the keywords and topics you should focus on.
With all this information, you can strategically expand where you are to where you could go all while making sure that where you go is actually where you should focus.
Focus on Results
Do you want help answering these three questions so you can start focusing on results?
This is what we do at Avalanche. Comment on this post and we’ll send you a few questions to see if we’d be a good fit for helping you focus on results, or reach out to us today.