Your online shop has been online for a while. In recent months, you have focused mainly on creating and developing high-quality content. By sharing content, such as search engine optimised blogs and creative social media posts, you want to ensure that relevant website visitors come to your online shop. The only problem: so far, you have no idea whether this is producing positive results.
With many of our clients, we still encounter it. Continuing to post content without knowing whether it resonates with the target audience. In the end, it turns out that they have no insight into the results and therefore no idea whether their investment of time and money is paying off. Therefore, the first step in developing a good content strategy is to analyse your own online shop and content. In this blog, you can read what to look out for when analysing your online shop and online marketing strategy.
Identify the content your target audience perceives as most valuable
So it is important to be able to measure the results of your online shop. Only in this way can you know whether the content being shared is catching on. A good first step is to set up Google Analytics. This is a tool that gives you insight into the website data. By analysing this properly, you have the opportunity to make improvements to the content.
Once registered and logged in, it is useful to see which pages are most visited. Click on behaviour in the left bar and then press 'Site content'. On this page, Google Analytics provides insight into the online shop's best-performing pages. To know where visitors mainly come from, click on one of the URLs. Then click on secondary dimensions and choose 'Source/Medium. Now you can see exactly where your visitors come from.
This is also useful information to determine which channel delivers the most. Moreover, this information provides insight into which content users like or value most. Based on this, it is possible to develop an effective content strategy.
Analyse to what extent your online shop is findable through the Google search engine
Besides Google Analytics, Google Search Console is also a powerful tool to improve your online shop performance. With Search Console, you can see to what extent you are findable for users of the Google search engine. By clicking on "Index" and then "Coverage", you can see the number of links Google has indexed. In addition, on this page it is possible to see which URLs are not working. It is advisable to have broken links redirected to relevant pages.
Want to know which keywords your online shop is found on? Then go to "Performance" and click on the "Searches" tab. The "Performance" page also provides insight into the devices visitors use, which country they come from and which pages generate the most visits.
Discover your online shop's load time
A fast website load time contributes to positive SEO results. With Google PageSpeed Insights, website owners can quickly and easily measure website load time. All you have to do is enter your online shop's URL and the tool does all the work. Afterwards, you will be presented with a score and any optimisation tips to make your online shop faster.
Another powerful and free tool is GTmetrix. This tool also allows you to analyse the loading time of your online shop and gives you insight into areas for improvement.
Check your online shop's SEO score
A great free tool is SEO Site CheckUp. This free tool analyses your website in terms of SEO. It measures the speed of your website, but also whether the right keywords have been applied. Enter the URL of a website and within seconds you will find a lot of relevant information. For a better and detailed insight into SEO, you can also use paid tools like WooRank, SEMRush or SE Ranking.
If you follow the steps in this blog, you will have a much better chance of developing an effective content strategy. In addition, it offers great insight into how you are performing in terms of online marketing. Online marketing can only be effective if you know exactly what you are doing, why you are doing it and for which target audience you are doing it. Want more information on effective online marketing strategies? Then contact one of our specialists.
