Page 11 - Leveling up SEO with Call Tracking

There are natural, seasonal shifts in organic traffic over the year that
tend to line up every year. For example, in late December, you might
see a lot less traffic because people are not searching for your service
that time of year, OR you might see the most traffic of the entire year
if you sell custom Christmas trees!

Compare organic traffic this year to the same period last year to
check for seasonality. Click the date range dropdown and click the
“compare to” box, and choose the same range of days for the
previous year. Youʼll be able to see year-over-year (YoY) performance
and see which pages have the best growth.

Prioritize keeping your best pages competitive, improve pages that
may be declining, and take note of the type of page working best for
you. If you see something working great, try to replicate that strategy
and create even more successful pages.

For instance, you might notice one of your top pages is about the
difference between two different types of light bulbs. You might be
able to create more comparison type content that helps people
choose which light bulb works best for them, and hopefully, theyʼre
buying their next light bulb from you while they are there! This is the
power of content marketing and SEO. Use keyword research to refine
your ideas and target what people are searching for.

Make sure you set up Goals in Google Analytics so you can see what
website pages are driving the most conversions, purchases, or service
requests. This essential tracking step ties together your website
traffic to leads, and ultimately, to revenue.

Call tracking is another layer of analytics you can use to identify
whatʼs working well. Which pages are generating the most phone
calls? What are your customers and leads talking about the most?
These insights will give you the confidence to know which efforts are
working best and where you have gaps to fill. You can integrate call
tracking into Google Analytics to unlock even more powerful
insights.

(Source: McKinsey)

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