Within your Webmaster Tools account click ‘Search Traffic’ > ‘Search Queries’.
Here you can find a list of search terms that users typed in before visiting your website.
Filter this spreadsheet so it only shows the most important details.
Avg. position of two and above. These are keywords that you appear on page two and above for in the Google SERP.
CTR above 30%. This will give you keywords with a received click through rate above 30%.
As an example from our own Webmaster Tools account we now have the terms:
- ‘voice biometrics banking’
- ‘what is catalogue distribution’
These terms are being used by people who click on our website. By addressing these questions in the form of a blog post we're providing answers to questions our potential users have.
You can find a much more detailed post on how to do this here
4) Which audiences are engaging with your digital channels?
Step 1 talked about auditing your digital channels. The next step is to define the type of audience per channel. For instance, your Facebook business page will have an audience different to your blog. Your blog audience is more readily able to view longer detailed posts, whereas your Facebook business page audience would rather see snippets of easily digestible information.
For example, let’s say your business has just added a new service to its portfolio.
You should let clients know by creating a blog post which gives a detailed overview of the new service. This is your owned channel so you can be as detailed as you like.
Your earned channel will be your Facebook, Google+ and Twitter feed. The audience here doesn't want to read a detailed post about your new service, so you might want to give a brief overview with a link back to your blog post in case they wish to read more.
You can leverage your paid media channel to amplify your content via a content distribution platform. This could include LinkedIn adverts sending users back to your initial blog post.
5) Align company branding and tone
This is simply the personality of your brand expressed through the written word. It’s important that all the messages your company sends out are unified across all methods of communication.
Start by categorising your company's personality in three words.