In our final segment of the Blog Content Saves The Day series (previous entries: Part 1, Part 2), we’ll be discussing the benefits of monitoring a blog’s incoming search queries… one of the keys to maximizing any web site’s presence and stickiness.
Imagine a world where your ad agency could whip out the newspaper ad you ran last week, and tell you that 34 people were searching for offers on minivans and found yours, whereas 63 people did the same for your SUV offer. Not only that, but of the 63 people who saw your SUV offer, 32 of them had been searching to find a low payment, 20 were searching for a zero-down lease offer, and 9 people had no clue whether or not that SUV was in their price range and just wanted to get an idea. Now imagine you could review those stats, make the appropriate changes to boost interest, and hop in a time machine to last week in order to re-run the revised ad.
In reality, you can’t monitor your newspaper ads beyond analyzing the actual leads you received, and you can’t undo what’s been put in an ad. But, in the world of dealer blogs, each eyeball that touches your site is tracked to the point that you can know within days the kind of traffic your latest entry is bringing. And because blog content isn’t set in stone, you can use the information you find to go back and actually revise your article, making it more search-engine friendly every week.
Let’s say you’re a Toyota dealer writing about the 2009 Toyota Corollas that just came in. We’ll approach the article with a blogging technique I like to use, which I’ve dubbed “Vishnu goes fishing”.
The idea here is that with a new model coming out, you’ll want to test the waters to see what kind of bait will bring in the most traffic. If you key in on a single keyphrase, such as “2009 Corolla lease $199″, you’ve only got one line in the water. So instead, do like Vishnu, the multi-appendaged Hindu god, and try to cast 4-6 keyphrase lines out there:
- 2009 Toyota Corolla lease $199
- new Corolla price range
- 2009 Corolla colors
- new 2009 Corolla dealer
What you may find within a few weeks of your article being up is that the fish are biting on generic Corolla info at this stage, and most of the search queries bringing people to your blog are related to the Corolla’s price range, colors, and availability. If that’s the case, why drop your drawers and start offering up lease programs?
Use this information to go back to your blog post, delete anything about $199 lease offers, and bolster comments about having the new Corolla on your lot, starting at $xx,xxx… maybe drop in images of all the available colors. Keep the actual search queries in mind as well - if dozens of visitors got to your site by querying “09 corolla price range”, put that exact phrase in your article content and your tag field.
Hypothetically, you could tweak the same article over and over for weeks at a time, generating better search engine presence with each tweak. Keep all of this in mind when marketing your store, and you’ll start to understand why Internet marketing blows newspaper ads out of the water.
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