When you write for a website, you generally write what you want, or what someone else asks you to write. One thing most people don't do is write what visitors want to read.
How do you know what visitors want to read? Google Analytics (GA) will tell you.
If you have a website, it probably already has Google Analytics built in. If it doesn't, you can download it.
What does Google Analytics do?
Google Analytics records data about how visitors interact with your content. It will give you page views by article name; by time frame (i.e., the month of January) and by keywords.
This last one is the most important. Google Analytics will rank for you the most searched keyword terms on yourwebsite. For example, if you maintain a site about nutrition, people might search for terms such as recipes, eating for type 2 diabetes, low-salt meal ideas, sugar-free, quick dishes, microwavable meals, etc.
When you request a keyword report, you specify a time frame, so you might put in the first and last date of the previous month, for example, and then GA will rank them from "most searched" to "least searched". So your list might look like this:
recipes, 10,432
eating for type 2 diabetes, 9,807
low-salt meal ideas, 6,324
sugar-free, 3,965
quick dishes, 2,148
microwavable meals, 1,725
How to use this information
Once you have your keyword ranking in hand, you then can craft articles around those keyword topics. For more information on how to write articles around keyword themes, see my next article, "How to Write for a Digital First Strategy and Why You Should."
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