One of the most difficult challenges for bloggers and marketers is creating content that is relevant and interesting to their audience. While the general rule is to write what you know about, it’s good to know how to appeal to your audience.
Something that has proved to be very helpful for me, particularly on my YouTube channel is to review my analytics and see how people ended up on my channel or blog.
In this case, the portion of analytics I’m most interested in are the search engine results. The search results may be a bit buried, but once you locate them, I’d recommend checking them at least once a week. This way, you’ll know what people are searching for and whether or not you’re providing it in your content. Below, I’ll show you with my own analytics from WordPress and YouTube.
One example shows search results that aren’t necessarily relevant and the other is a perfect example of how you can use search results analytics to create your most popular content!
Below are some of the analytics from my WordPress blog. You can access your WordPress analytics by clicking on Dashboard -> Site Stats -> Search Engine Terms (click on the Summaries link). Once at your site stats, you can adjust the time frame you want to examine. I’d recommend going out at least 30 days, depending on how often you post to get the best idea of what people are searching for.
In the below results for my WordPress site, you’ll see one of the most common search phrases over the past 365 days is related to moral turpitude clause. I did write an article on moral turpitude clauses in November of 2011, back when I was writing contracts on a regular basis. I also happen to know there isn’t, or least wasn’t, a lot of information to be found online about moral turpitude clauses.
Looking at my analytics, the most obvious thing for me to write about is moral turpitude, and I could probably get a decent amount of traffic for it. However, my interests and current profession have lead me away from contract writing, so it’s not necessarily relevant to me. But reviewing search engine results will give me a great idea of what’s most popular on my site.
Another source I check often is my YouTube channel search results. You can access your YouTube analytics by logging into your YouTube account, then clicking on the gear on the top right -> Analytics -> Top Traffic Sources -> View Referrals from YouTube -> Traffic Source -> YouTube Source.
Again, make sure you adjust the period to view different time frames based on what’s most relevant for the quantity of videos you upload. If you’ve recently uploaded several videos, it might be best to extend your results back to the previous quarter.
In the below results for my YouTube channel, you’ll notice several results for zero value in Excel.
This is a perfect example of using search results as ideas for creating content. This was a result that showed up and I did not have a video for. I had several other Excel tutorial videos, but none covered hiding zero values. So I created a tutorial video showing how to hide zero values in Excel and it’s been one of my top viewed videos!
It’s always a smart idea to see what search terms and referrers bring people to your sites. Use this technology to work in your favor to create content they’re searching for, but not finding already on your site, or to learn what topics you should expand upon to bring more results to your page.
Here’s a video on an additional source for blog content: