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Your analytics account can bring a lot of useful information into your business. If you aren’t using your analytics account to monitor traffic and checking it on a regular basis, then you’re missing out on an extremely useful source of data. You may think that analytics is only useful for traffic and running ad campaigns, however it can be used for much more than that. You can even use your analytics account to help you craft your overall content strategies.

In this article we’ll take a look at how you can use the data hiding within your analytics accounts to help you produce content that serves your content better. If you’ve been trying to figure out how you can create content that aligns with your customers needs, then look no further.

1. Take note of keywords and total traffic

Regardless of the analytics software you’re currently using you should be able to see your overall organic search traffic. Essentially, this will show you the keywords that are being used most frequently to access your site. This will give you an idea of how people are finding your site. This gives you an inside perspective on what your visitors are thinking the moment they open your site.

For instance, your site could be getting traffic for a keyword you’ve never even thought to create content around. You’ll be able to take this information and serve this need within your market even better. When you do this you’ll provide even more value to your audience. The more you can cater to their needs, the more they’ll come back for more.

Aside from simply uncovering hidden gems you’ll be able to find your biggest traffic keywords. By uncovering these you’ll be able to sculpt your message towards this segment of your audience. By being able to position your content towards the majority of readers that visit your site you’ll be able to build a stronger audience and thus a more sustainable business.

2. Mine your past most popular posts

You can look at your analytics data to check out the traffic stats for your past posts. When searching throughout the archives you’ll be able to find your strongest pieces of content that resonated with your audience the most. That way you can craft content around these topics into the future. Perhaps, look at them from a different angle.

Sometimes the posts that are bringing in the most traffic will be ones you’ve forgotten you even written. By understanding how your past content is resonating with your readers you’ll be able to have a tighter content strategy going into the future.

3. Check out overall page traffic

This recommendation is similar to the last idea, regarding past posts. However, now we’ll be digging into the pages on your website. By taking a good look at the page performance on your site you’ll be able to see what pages have the most traffic, as well as which ones are performing the best.

Once you have this knowledge at hand you’ll be able to create better optimized pages, and thus a site that serves your customers better.

By constantly testing and monitoring these changes on your website you can eventually have a website that’s essentially perfect. Although, that’s a long way into the future. The more knowledge you have, and the more frequently you test and apply this knowledge the better.

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