When you audit the website for audience-focused content, this will involve the following questions:
What groups are you targeting?
Where are they located?
What devices are they using?
When auditing a website for audience-focused content, you would typically consider the following:
What groups are you targeting?
Demographics: Age, gender, income level, education, profession, etc.
Interests: What topics or activities does your audience care about?
Behavior: How they interact with content, their buying habits, or their engagement levels.
Psychographics: Lifestyle, values, attitudes, and personality traits.
Understanding these groups helps tailor content that resonates with specific segments of your audience, enhancing engagement and conversion rates.
Where are they located?
Geographical Distribution: Are they local, national, or international?
Urban vs. Rural: Does the location type matter for your content or product/service?
Language: What languages do they speak, and how might cultural nuances affect content consumption?
This information can guide the localization of content, ensuring relevance and accessibility for different regions, potentially even customizing content based on regional events or holidays.
What devices are they using?
Device Type: Are they accessing your site via mobile phones, tablets, desktops, or all of the above?
Operating Systems: What OS do they use, which might affect how your site performs or looks on their devices?
Connection Quality: Consider the typical internet speed or data plans, which could impact how content is delivered (e.g., lighter versions for slower connections).
This aspect influences your site’s design, ensuring it's mobile-responsive or optimized for different screen sizes, speeds up loading times, and considers user experience across various device capabilities. By answering these questions, you can develop a content strategy that's not only relevant but also optimized for the specific needs, preferences, and behaviors of your audience, leading to better engagement, loyalty, and ultimately, conversion.
Search Analytics
Search queries in Google Search Console provides some of this data.
Audit your website for audience-focused content.
What are the objectives of your website visitors?
Do any or some of their objectives match why your company is special?
Do their query terms match your content?
To answer some of these questions, examine the 1) search queries and 2) content keywords features located in "Google Search Console".
Google Webmaster Tools has been replaced by the term "Google Search Console".
"Search Analytics" falls under Search Traffic in the Google Search Console.
Clicks,
Impressions,
CTR,
Position check boxes fall under Search Analytics.
Use the search queries in Google Search Console to look at the search queries.
Find out if you rank for the query terms that appear in the reports
Auditing a Website for Audience-focused Content
When auditing a website for audience-focused content using Google Search Console (GSC), here's how you can approach these questions:
What are the objectives of your website visitors?
Analyzing Search Queries: GSC's "Search Queries" report under "Performance" shows the keywords or phrases people use to find your site. These queries can reveal visitor objectives. For instance:
Queries like "how to", "best practices", or "guide" indicate educational or informational intent.
Phrases like "buy", "price", or "discount" suggest transactional intent.
Queries with company or product names might indicate brand awareness or comparison shopping.
CTR and Impressions: Look at Click-Through Rates (CTR) and impressions. High impressions with low clicks might mean your content isn't matching user expectations or the query's intent.
Pages Report: This shows which pages are most visited, helping to understand what content draws visitors and why.
Do any or some of their objectives match why your company is special?
Unique Value Proposition (UVP) Alignment: Compare the search queries with your company's UVP or unique selling points. For example:
If your company specializes in eco-friendly products and visitors are searching for "sustainable products" or "green alternatives", there's a match.
If your UVP is about superior customer service, queries related to customer support or service quality could align.
Content Relevance: Check if your content highlights these unique aspects. If not, there's an opportunity to adjust content to better reflect why your company stands out.
Competitor Analysis: Using GSC to see where you rank versus competitors can show if your unique aspects are not only present in your content but also recognized by search engines and users.
Do their query terms match your content?
Keyword Match: Directly compare the keywords from search queries with the keywords or themes in your content. Tools like Google's "Search Analytics" (now Search Console Insights) can help correlate queries with pages:
High-ranking pages for certain queries suggest good content match, but low engagement might indicate content quality or relevance issues.
If queries are not leading to clicks or high bounce rates, your content might not be what users expect from those queries.
Content Gap Analysis: Identify queries where you have high impressions but low click-through rates or rankings. This indicates areas where your content might not be fully satisfying searcher intent.
Content Freshness and Quality: Ensure that your content is up-to-date, comprehensive, and answers the queries thoroughly. Google favors content that provides a good user experience, which includes answering queries effectively.
Technical SEO and User Experience: Ensure your site's technical aspects like page speed, mobile-friendliness, and accessibility don't hinder content from matching query intent.
By leveraging Google Search Console, you can gain insights into user behavior, refine your content strategy to better match visitor objectives, and ensure your company's unique value is communicated effectively through your content. This alignment can lead to higher engagement, better SEO performance, and ultimately, a more successful website in terms of user satisfaction and conversion rates.
