The process of making your own website is the basis of becoming present in your client’s awareness. From a different angle, the same website will not give us much if we will not effectively manage it. You need to analyze its traffic. The publishing of your website is the beginning of actions related to it. Luckily for us, Google offers well-functioning and free tools which make it a lot easier for us. Which of them are worthy to use? This is an article for the entry-level Internet marketing cadets.
Creating content for the website
As the popular Polish singer sang: “a song must contain the text”. The fun fact is that this line was created because the author didn’t have any idea how to write it. So she wrote about… not having an idea for a text.
What is the connection between this and creating website content? Having great knowledge in the field and at the same time not knowing how to create a text that will attract the readers.
Here are 2 Google applications that come to the rescue:
Google Keyword Planner
It analyzes keywords and informs us which of those in a given field are most commonly searched for. Having this knowledge will give us basically a ready range of topics. These can be used on your blog attached to the website. We strongly recommend making a blog section on your website. It’s like a treasure for SEO. Of course, remember the keywords which we will place in our blog texts and descriptions of the products on the site itself. However, it is worth remembering a certain thing. The more popular the keywords the more difficult it is to rank for them. A lot depends on the industry and the specific services offered on the site.
For example, the bigger the industry and the more competitive it is, the easier it will be to position yourself with the less “used” phrases or the so-called long-tail phrases. If the industry isn’t so big, or the site offers very specialized services or products, then even using the most obvious keywords shouldn’t be so bad for the site.
The second tool connected with phrase popularity. However, Google Trends is not only used for measuring the frequency of the phrases but also places them in time and geographic context. In other words: we can check the popularity of a given phrase in a given time and place. Thanks to this we can easily predict which keywords will come up in the next season in a specific field. The application gives a prognosis on trends in search engines, hence its name. It gives us a spectrum of what ideas can be discussed in the blog in a given season or in a specific place in the world, and if a product or service is being searched more frequently, or less frequently – and where.
When we have planned content and topics of articles, we have nothing else to do but to get started. There is, of course, the question: why do we need Google docs when we can write them in Word or Open Office? The answer is that the documents that Google offers and their functions can really help us. Group work on a file (immeasurable in agencies and teams), access to the editor files through the browser (which means we can edit at home using a laptop, then go to the office and continue writing on a stationary computer, and in the meantime add something using a smartphone), the editing history or the ability to add headers H1 – H6, which is the basis of writing texts for the Internet.
We can keep all our inspirations for the content (pictures, presentations, books, PDF files) in one place in the cloud. So even if something happens at the computer, you can just open a file on a second computer, not worrying about losing them. And all of this is just a piece of Google Docs capabilities. It sounds too good to be true, but it is! And it’s free.
An implication used for making to-do lists. We can use it in at least two situations: during the expansion of the website and you’re in creating content for it. In the first example, we write down everything that we have left to do on the website. Adding a new tab completing the gallery or posting a special offer. In the second case, we can create a separate list with tasks related to the creation of the site. To each task, we can add a description and a subtask. In practice, it can be a title of entry as the name of a task to which we add the names of chapters and sub-chapters and with every written piece we just check them off. It is child-play easy. Especially that the list is always visible on this side of the screen.
Website optimization and analyzing traffic on it
When we finish creating the material for the site and we publish it, after drinking the celebratory champagne we should check if our site works properly and if its content generates traffic.
For this, we will use two tools:
Google Page Speed Insight
There are massive books written about GA, seminars, and workshops taken place to understand some of its functions. We will limit ourselves to the most important ones.
GA analyzes the number of entries (unique and returning ones) to our website during different time periods. A situation when the visitor quickly leaves after visiting the home page, the time of being on sub-pages, sources of traffic, words and phrases through which our visitor found our website. Google Analytics creates reports about the demographics of users. These functions alone make the imagination run free, and that is just the tip of the iceberg. What’s important is that like other Google applications this one also has a mobile version, therefore, we can generate reports in real-time of the traffic on the website
Everything a marketing person needs
In the listing above we described the basic tools for working on a website. It is worth starting with them. Google applications with Analytics are basically uncompetitive in their field. Because even if the application offers the same functions, Google always wins with three arguments. It’s free, it’s coherent and compatible. It is safe to say that it has everything that’s needed to move to conquer the Internet.