Small businesses looking to establish new ways to make their website content more effective received a new tool from Google Analytics. The company announced the full rollout of Content Experiments, which allow sites using Google Analytics to test several different page layouts and strategies to find the website pages that drive maximum leads and sales for their brands.
For small businesses, the rise of the web has forced many to adjust their marketing efforts. Even those with greater experience on the web can struggle to identify the best ways to drive traffic and conversions from their efforts. While Google Analytics and other services provide SMBs with good guidance on the most successful parts of their sites, Content Experiments offers a much more in-depth analysis.
ContentLEAD recently highlighted the rollout of Panda 3.9, the latest update of Google’s search quality algorithm. Some SMBs may have seen their site’s organic search traffic drop following the release, and developing high-quality website content is one of the best ways for any site to recover from such an issue. Now, with Google Analytics, small businesses launching these campaigns can immediately begin testing different site designs and looks to find the mix that generates the best performance.
According to Google, which first launched the tool in early July, Content Experiments will roll out to all Google Analytics users over the next few weeks. From there, small business can begin testing the effectiveness of different pages on their sites. While developing frequent website content is important for marketers, Content Experiments can also help improve landing pages and other static material on a site.
SMBs focusing on the creation of website content can apply the same editorial and SEO principles they use for their articles or blog posts to product and services landing pages to ensure these pages offer the same value in terms of boosting search standing and informing prospects. ContentLEAD recently highlighted a strategy from Landmark Bank that used organic search marketing best practices to drive more traffic to its landing pages.
As such, using Content Experiments to determine the type of landing page layout most likely to drive conversions or increase time on site can make a content campaign even more effective.
In general, Google has offered a series of new Webmaster Tools and Analytics features that make the platform far more prescriptive and ideal for small businesses using content marketing. ContentLEAD recently highlighted a new Index Status tool that helps SMBs monitor the number of indexed pages from their site, which is a key factor in a strong search standing.