In today’s digital world, no one in business can afford to ignore online promotion.

Search engine optimisation (SEO), the process of driving traffic to your website, is an effective tactic.

Content is king when it comes to running a successful SEO campaign, but research, evaluation and analysis play a crucial role in feeding a content strategy.

Keyword research and Google Analytics should be viewed as book ends. Take either away and your content strategy collapses.

The first step of any SEO strategy should begin with keyword research.

There is often a difference between what you think your customers search for and what they actually type into Google’s query box.   Knowing the phrases your customers use online is paramount to attracting them to your website.

The content on your site should be crafted and altered to reflect the findings from the keyword research.  As well as being informative and relevant, it should contain natural mentions of the phrases: do not keyword stuff or crowbar them into a sentence.

Research can include running a small-budget PPC (pay per click) campaign, holding a focus group with selected customers or correct use of your Google Analytics.

Check out our top tips on keyword research

Read our blog on what types of content are best for SEO.

With keyword research complete and a content strategy in place, Google Analytics is key for analysing and evaluating whether the website is assisting your overall business goals.

Proper interrogation and interpretation of the stats will unearth golden nuggets of information that will not only boost your SEO, but your sales too.

A common mistake when reviewing the analytics is to just look at the top-level numbers: how many visitors you have had, how long they spent on the site and how many pages were visited per visit.

Which pages are popular and have a lot of engagement? Conversely, which pages of your site do not get attention? What are the differences in the content between the two?

Are goals set up within the Google Analytics? If they aren’t being achieved, review the content on the pages where the customer journey breaks down.

For more tips on Google Analytics, check out this blog post.

Link all of your marketing content together, such as email and social media, and review what delivers the most traffic.

Quality content is vital to get your key messages seen online, but you will achieve nothing if there is no support either side.