If you remember, two years ago we wrote a blog about OkCupid’s love experiments. Here’s a link to their blog post on what they found (if you haven’t read it already). With spring in the air amidst budding romances, we wanted to share how we use web analytics and some basic principles of dating theory to customize our content.
- Step 1. If you don’t already have Google Analytics running on your website, stop what you’re doing right now and get that up and running. If you already have Google Analytics running, ignore this next bit and move onto step two. If you don’t know what Google Analytics is or you’re not quite sure how to check to see if you have it, give us a call
- Step 2. Sign into Google Analytics. Select Acquisition. Select Campaigns. Select “Organic Keywords” and then change the date in the right hand corner to Jan 1, 2012 - Present. This will then give you a list of all of the key phrases that people are using on Google to come to your website. If you know what phrases are pulling in qualified leads, you can create more content based off of them.
- Step 3. Go back to Acquisition. Select “Overview” and look at where your traffic is coming from. For most of you, you’ll see a large referral number. This is typically due to spam. In a perfect world, referrals are any traffic being sent from another site, or news article, etc. Organic Search are where those keywords from step two come into play. Direct Traffic is when someone types your URL directly into your browser. Social Traffic is any traffic being sent from your social media accounts, such as Facebook, Twitter and Instagram.
All of this information is simply information until you start constructing a narrative from the data. Perhaps a certain blog post you wrote, centered around a specific key phrase lead to an increased rate of clicks in traffic from Facebook. Maybe another had more traction on Twitter.
If you’re like most brands, you’re crafting messages for each channel.
Now this is where dating theory comes into play. If you know what the other person wants, or what they’re looking for before you meet, you have an advantage. Rather than loading up your content with buzzy keywords that sound good, avoid the pickup line allure of SEO hacks and use your new data to create content that drives traffic to your website that you can easily convert into a customer.