Setting goals, selecting relevant key performance indicators (KPIs), and measuring successes and failures are all essential parts of a solid content marketing plan for lawyers. In the final stages, a thorough analysis of content performance should take place, but it should be done with purpose and strategic direction.
Tools like Google Analytics (GA) and Google Search Console (GSC) can be invaluable during this process. They provide detailed data on website performance, audience engagement, features and optimization. Since websites are a key platform for lawyers to distribute content, Building professional recognition and authority, and gathering leads, analyzing your website is essential for success.
The combination of customizable reports, user data, filters, and goal setting features in Google Analytics and Google Search Console allows you to track the impact of your business’ online content. Lawyers can see if they’re connecting and reaching the right people, how Google views their site, and ultimately how to improve visibility and a strong presence.
But do you know how to use Google Analytics and Google Search Console? Read on to find out what these tools offer and why they are important to lawyers. We explain how the information they follow can be used to achieve your law firm’s goals and leverage what has been learned to guide ongoing content marketing efforts.
Beyond the implementation of these two tools individually, lawyers should connect Google Search Console and Google Analytics for the greatest benefits, as outlined in the how-to guide created by Semrush.
Why are Google Search Console and Google Analytics important?
Numbers drive a good business. Tracking, understanding, and leveraging what is learned in Google Analytics and Google Search Console provides these numbers. They not only help streamline and improve your marketing campaigns, but prove that it’s worth having the resources to get it right.
Since content marketing is an ongoing process, the results gathered through these tools will impact, improve, and guide future and existing content. Essentially, Google Analytics and Google Search Console help you analyze the performance of content creation and distribution, as well as take those results and leverage them for more success.
It is crucial to understand and appreciate that if lawyers ignore or incorrectly perform website analysis in their content marketing plan, you will be missing out. You won’t know if you are driving traffic to important content clusters and pillar pages or if you get conversions (leads) through your site. You also won’t know if your law firm’s Google ads are working, or if your paid and organic social media strategies are effective in driving traffic.
What’s risky but common is that you will fall behind your competition without analyzing website performance and content optimization. Getting back into the running takes a lot more resources and is more difficult than if you had done this part of the content marketing in the first place.
Understanding what works and what doesn’t is necessary to properly reach the target audience of your law firm. Google Analytics and Google Search Console can help your website, blog, newsletter, and social media content be successful. Business and content goals may not be achieved, or at the very least, have limited potential when audience trends and web performance data are not tracked.
Lawyers who commit to content marketing analysis With Google Search Console and Google Analytics, you will see several benefits and you will gain valuable insights: areas for improvement, missed opportunities, new strategies to exploit and whether your content marketing campaigns are doing what they should.
Who visits and interacts with your website and blog, and how is your audience directed to the high converting pages? This information can be learned through Google Analytics and Google Search Console. Lawyers can have access to the data they need to make sure their content marketing strategies are working and if your combined content efforts are doing what they should.
Google Analytics, Google Search Console and SEO
You’ve no doubt heard of search engine optimization (SEO), but do you know how important it is for content marketing and how website tracking tools fit into the equation? ? Poor SEO will have a direct impact on the success of your content. Period. That means your law firm won’t show up on the first page of Google results for search terms and keywords used by your target audience – and that’s a big deal.
Since the first search result gets more than the majority of clicks, with the next two to five results being exponentially smaller, content marketing must include SEO strategies. It’s also crucial to note that once you get a good ranking, keeping your place requires maintenance, staying up to date on search trends, and regular website analysis. Through the use of Google Analytics and the Google Search Console, you can see how your content is performing and for what, exactly, you are ranking and how well.
But it’s not just about good rankings. Your law firm might be # 1 on Google, but you still need people to click on your website and rank for the best keywords for your practice areas. This means that the headlines and content that people see on Search Engine Results Pages (SERPs) need to be persuasive and clear to get your audience to click on your link.
Google Search Console provides SEO data that can greatly help lawyers achieve their goals. It assesses and tracks page load speed, mobile usability, keywords, referral channels, quality of content, and many other factors that affect search engine rankings. Ultimately, it’s about how Google sees your site.
Still not convinced? Google search statistics collected by Hubspot reinforces the need to measure website performance, functionality and optimization. These statistics demonstrate the role of websites and search engines in today’s marketing landscape, and lawyers should use Google Search Console and Google Analytics to ensure that website content delivers results.