Lately, I've seen a lot of marketers focus all their online efforts on social media and attracting customers via social channels. While I agree that social is an important component in an organization overall online presence, I think it's also important to remind my peers that the days of Search Engine Optimization (SEO) are not dead. Yes, people are using social channels to get to your site, but search is still one of the best ways to generate qualified traffic to a website.
With that said, at the end of the day, what really matters is good content. Whether your customers reach your site using search or social channels, if you don't have good, interesting content, they won't stick around and they certainly won't convert.
Over the years, I've seen a lot of people play games with their content to optimize search. But as time has gone on, search engines have gotten smarter. SEO tricks that may have worked in the past no longer make it past the more sophisticated algorithms practiced by search engines like Google. The truth is that the rules of search are always changing, but it's not rocket science.
Tools like SiteAttention, which was released yesterday as an add-on to EPiServer suite, actually make it easier than ever for marketers to use Google Analytics to not only streamline the creation of their optimized content, but to also realize business results more efficiently. While consistently keeping up with changing search rules, SiteAttention uses Google Analytics to advise marketers on keywords using measurements of actual webpage viewer usage. By understanding the number of visitors on each page coming from search engines and the search terms people are using, marketing professionals can use this data to generate traffic and increase conversion rates.
The fact of the matter is that content is king. Tools like SiteAttention will certainly help better promote content, and will even get the right customers to your site. Using analytics to understand what motivates customers to visit your site can help you improve online content, and ultimately, make a world of difference in an organization supporting its bottom line.