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Almost all businesses have their own websites. However, are all these websites successful? Probably not! So then why is it so? Well, the main factor that determines the success of your website is your content. Hardly a few of us are aware of the kind of content we need to put up on our websites to make them popular in the online world. You cannot just create content for the sake of creating it. It will just result in waste of time.

Here are a few steps that can take you towards generating content that your audience would love to read:

Analyzing Your Search Results:

Most of the people who visit your websites are directed through the search engines. Have you ever wondered what exactly they were looking for? The only way you can determine this is by analyzing your search results. Your analysis needs to be based on searches for content topics, keyword phrases and potential titles. This will help you understand what the users are searching for and what the purpose is, behind using these keywords.

Example: Let us assume a Client A who has been offering healthcare analytics software. When you run a google search on the phrase “health-care analytics,” what is it that you see?  It is mostly information in the form of articles and blog posts. You hardly come across any products or services. This should tell you that the users are mainly looking for information-based content. If you do not already have an informational page or a blog post about such content, you may have to build one.

It is not really advisable to base your content strategy entirely on the search results. However, they definitely tell you the user intention behind these search results.

Evaluating your Existing Content:

Writing absolutely new content may not be the answer to optimizing your website. What you need to do is evaluate your existing content based on the journey of your buyers. Find out what is it that made them buy or not buy your products. See what worked and what didn’t. Check how much time they spent on which pages of your website. These are a few tools that might help you in this regard:

  • Funnel Analysis: This is one aspect of Google Analytics that you can rely upon. It sets up conversion funnels that will tell you exactly what caused these conversions. You can set up conversion paths to find out the way in which the visitors move around your website and where exactly they get dropped off within the conversion funnel.
  • Bounce Rate: Checking the bounce rate of a page will help you find out all about the performance of your content. Some sites like have made changes in the design, tweak the content and have done A/B testing to reduce the bounce rate of their websites.

Assessing the needs of the Customers:

If you want your website to be successful you have to create content based on the needs of the customers. Apart from analyzing your search results and evaluating your existing content, there is another way by which you can assess the needs of your customers. All you need to do is talk to your customers. If you cannot actually call them you can interact with them via online customer surveys, online user testing tools and live chats. Make a list of frequently asked questions. By this you can understand what exactly your customers are looking for that your website is not giving them.

All this might take a bit of your time and efforts. However, at the end you will see that this will help you come up with the best content strategy that is going to take your website to great heights of success.

Michael Evans is a passionate blogger and social media enthusiastic. You can connect with him at Google. He often contributes to 3Leaps Content Marketing Agency.

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