How to test your content site strategy for continued improvement
- SEO |
A new article on Search Engine Land reports that forecasting, documenting and analyzing your content initiatives can help grow your brand's visibility and your skills as an SEO.
The article says that experimentation can help you figure out what works best for your brand and its audience, but only if you're able to ensure the integrity of your experiments and overcome the challenges associated with them
The article says that experimentation can help you figure out what works best for your brand and its audience, but only if you're able to ensure the integrity of your experiments and overcome the challenges associated with them
- High level of effort: Forecasting can require a high level of effort, skill, comfort with analytics and time. You'll also have to determine a model to work with and formulate an approach that ensures consistency. Fortunately, the effort involved may decrease over time.
- Multiple moving pieces: Large sites also typically have many people working to implement different things across the site. An e-commerce site, for example, may have different teams dedicated to merchandising, inventory, updating pricing and development.
- Time: In order to get an accurate depiction of how your changes are impacting your site or business, it's crucial to record your findings over time. One solution is to record at different times and report at 15 days, 30 days, 60 days, 90 days after a particular event has occurred and make sure you maintain a record of that.
- Search engine reactions: How search engines respond to your content may also present an unexpected challenge. You may think your content is the best content in the world. It may satisfy your users, but search engines, it is their prerogative to determine what is the actual best result and so there's a certain level of lack of control that we have over that variable.
- Data infrastructure limitations: If you're interested in whether or not users are clicking a specific button or going through a specific path, and you're not actually recording that information, then you're not going to be able to report on it. For those facing these limitations, it's necessary to set up the appropriate tracking and analytics moving forward so that you can eventually compare data over time.
- Backburner burn: With the various action items that SEOs have to tend to on a regular basis, clearing some time in your schedule to report and communicate issues can be difficult. Nevertheless, it's something that should be prioritized. If it's work that you're doing, if it's things that can make you more valuable within your organization, it's something that should be prioritized for both your career and for future SEOs.
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Tinasaunders -
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Klara Pelhe -
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