In our March Client Success Webinar, we decided to turn the spotlight on ourselves and show gShift clients how they can leverage data in our software to make better optimized content marketing decisions. Specifically, the discussion covered five areas:
- Identifying and focusing on high value keywords
- Dealing with Google’s “Not Provided”
- Focusing on and optimizing the right content
- Social keyword and content research
- Mining relevant backlink sources
When it comes to implementing a Web presence optimization strategy it is important to focus your efforts on a manageable number of keywords and not spreading yourself too thin. Optimization on a single keyword can involve a lot of steps in terms of on and off-site optimization, content creation, distribution and monitoring. Our rule of thumb is to focus in on a core set of 10-20 keywords. gShift offers keyword research and search engine position data to help you determine which are your “focus” keywords.
Google’s secure search stance has quickly become the bane of many marketers’ existences, while for others it has represented an opportunity to become more laser-focused on keywords and content. gShift has developed a Secure Search module to help address “Not Provided” by revealing those keywords which are most likely driving traffic based on known keyword search volume and industry recognized click-through data. By selecting enough keywords, marketers can still get close to understanding and report on which keywords are most effective.
As with keywords, it is also important to understand and focus on optimizing the right content. This means identifying content for which you or your client has already begun to establish some authority. Utilize gShift software to reveal the web pages, blog posts or external content which has page one or two visibility in the search engines. Choose these pages as your optimization starting point or as leverage to cross-promote other content you want to increase the authority of.
Social Keyword and Content Research
Social media networks like Twitter represent a potentially valuable keyword research source for several industries. Keywords and hashtags used in content published on Twitter can be mined to understand how people and potential influencers are using them. These influencers can be recorded and “followed” as a means to building your own social network. Likewise, the content itself may be curated or otherwise leveraged as it relates to or reinforces your own content. gShift’s Social Keyword Research module has been designed to reveal all of this valuable data to progressive marketers.
Relevant, Reputable Backlinks
Backlinks do still matter, but must be procured with reputation and relevance in mind above all else. Two primary areas in gShift to find potential backlinking sources are the Top 50 Keyword Positions (for your Focus Keywords) and Competitors’ Backlinks. Backlink research done properly is a labour intensive process, but can pay off in terms of helping build the authority of your Focus Content. Further, it’s important to understand where and how your existing backlinks are structured and may be affecting you. Are the accurate, up-to-date and pointing to the correct content? All of these questions can be answered in gShift.
Client Success Webinars are held the third week of every month focusing on current SEO, content marketing, social and web presence analytics topics.