Creating online and offline content is a big job. You know that. You even have the overflowing editorial calendar to prove it. You’ve also been reading more and more about content quality and the resulting impact on website visibility. Still, you’re not an SEO expert. Or are you?

Here at Galileo Tech Media, we specialize in Keyword Science and SEO Content for brands big and small. As an IHAF member company, we’d like to share three SEO tips with our fellow in-house enthusiasts—tips that will make all the content you’re writing work harder for you. 

1. Keyword Science. Google Analytics provides almost all of the keywords, driving traffic to your site. Log-in to your Analytics account, click Acquisition/Search Engine Optimization/Queries. (You may need to enable your Search Console to unlock the keywords; follow the prompts on screen.) Here you’ll find the terms that are most likely to lead searchers to your site. If you’re working on an e-mail blast to announce a new product, or a series of blogs that relate to a particular service, incorporate these search terms within your content.

2. Demographics. Google Analytics will give you age and gender (Audience/Demographics, which may also require enabling), technology preferences (Audience/Technology for browser preferences; Audience/Mobile for mobile-device data), and language and location (Audience/Geo). Consider these tidbits when creating new content, careful to address all segments of your audience. This type of data is helpful in beginning to create your brand’s buyer personas—the assorted personalities that define your ideal customer.

3. Landing Pages. Want to know what site pages are most popular? Convert better? Hold audience attention longest? Check out Acquisition/Search Engine Optimization/Landing Pages. We find this section valuable for our clients. For example, we spent a great deal of time for a client on a blog about Apples (remember, this is just an example). Lots of research about Apples followed by content creation, interviews, social media promotions—the works. But when we checked the client’s Landing Page data, their blog post on Oranges was far more popular. Next step? More blog posts about Oranges, perhaps even an Oranges landing page, curation of content about Oranges for the social media campaign, and using Keyword Science to integrate “Oranges” onto our site.

Your pages should be consumer-focused, answering audience questions while serving as a customer-service desk. The more you know about your audience (and potential audiences) including their beliefs, perceptions, and habits, the more likely you will be to connect with them. Google Analytics is a great place to start.

 Joseph Franklyn McElroy is CEO at Galileo Tech Media, an IHAF member company that provides technology, content, and marketing services to in-house agencies.

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