The key to creating successful, high-ranking content is understanding your audience and what resonates with them.

While this may seem obvious, it’s far from simple, especially in today’s rapidly evolving search landscape.

With Google’s frequent algorithm updates and the impending end of third-party cookies, marketers are under immense pressure to adapt their strategies.

Additionally, Google’s March 2024 core update, which aims to reduce AI-generated spam and unhelpful content in search results by 40%, will significantly impact site visibility.

So, how can you stay ahead in search engine rankings amidst these changes?

The answer is to put users first, just as Google does.

But how do you create high-quality, relevant content that serves the user’s intent without heavily relying on third-party data?

Fortunately, there are alternative methods of audience data collection and Google-friendly ways to integrate AI into your strategy – and we’ll cover them here.

 

1. Phone Call Data Tracking

 

If you want your content to be search-engine-ready, you should find gaps in your data collection strategy.

With Google prioritizing helpful content in search results, having deep insights into what your customers are seeking is invaluable.

As a small business, you still need trackable information that could transform your strategy if you haven’t tracked your phone call data yet.

Generating leads is one thing, but attributing those leads to specific aspects of your campaign is crucial for understanding audience behavior.

It’s like asking, “How did you find out about our business?” but without needing to ask – you’ll already know.

 

How Call Tracking Works

Most callers encounter your business several times before actually picking up the phone.

Call tracking helps you understand exactly what drives your phones to ring and illuminates every touchpoint, giving you a complete picture of your marketing funnel.

With this advanced software, you can quickly identify which ads or search terms lead your customers to call, providing valuable insights into what your customers are genuinely interested in.

Now, what about the content of the actual calls? You can leverage that, too.

Let’s dive into how to use call analysis to inform your strategy further.

 

How To Analyze Your Call Data

The insights you collect from customer phone interactions can have a game-changing impact on your business.

However, you want to ensure that the effort required to dig into those calls is worth it for your team.

This is place where AI and machine learning technology come into play, streamlining your process and saving time.

For example, Conversation Intelligence, an AI-powered tool by CallRail, continuously records, transcribes, and analyzes each inbound and outbound call.

Conversation Intelligence goes further with transcriptions that achieve near-human-level accuracy by spotting keywords, automatically tagging calls, and qualifying leads with powerful automation rules.

Additionally, with multi-conversation insights, you can quickly transform countless conversations into actionable insights at scale.

This analysis unlocks deeper insights, helping you catch customer trends for long-term shifts and guiding you on what to focus on in your content.

 

 

2. Website Form Submissions

 

Another effective way to gather essential audience insights is through website form tracking.

Online forms allow you to collect valuable data directly from users, such as their contact information, preferences, and interests.

When paired with deeper analytics, this data can provide a clear understanding of what drives the most qualified leads for your business.

With Form Tracking, you can determine exactly which ad or keyword led someone to click “submit” on your form.

Launched last year by CallRail, this tool allows you to build custom forms or integrate existing ones. It pairs the data with inbound call conversions for a holistic view of your marketing efforts.

 

Combining Call Tracking and Form Tracking

Leads often connect with businesses through multiple channels, so focusing on just one source isn’t enough.

Using Call Tracking and Form Tracking together gives you a comprehensive overview of your leads’ customer journey.

Both tools install a single line of JavaScript code on your site. This code captures and relays information about your leads back to CallRail.

This setup allows you to evaluate various campaigns, such as paid ads, social media posts, and email nurture campaigns – all of which could benefit from incorporating tracking numbers and links to your forms.

Using a tracking number and a form tracking link allows your leads to choose how they prefer to contact your business.

As they contact you, you can measure which campaigns and conversion types—calls or forms—are producing the best results.

 

 

3. Customer Feedback & Surveys

 

If you want to understand your customers’ thoughts deeply, surveys are an incredibly effective way to get feedback directly from the source.

Surveys allow you to ask your users targeted questions and receive precise answers about their preferences, pain points, and expectations.

You can then use this comprehensive data to guide your marketing strategy and fill any content gaps.

Discover the type of content your customers prefer, the topics they are most interested in, and how they like to consume information.

When they point out areas where your content is lacking or what they want to see more of, you can adjust your strategy to meet their needs.

 

Integrating Customer Feedback Into Your Content

Understanding your audience can help you customise your content to meet their preferences better. Here are some tips for effectively integrating customer feedback into your content creation process:

• Create a Feedback Loop: Ask your audience to rate your content’s usefulness, quality, and relevance to gain a clear picture of where you can improve. Establish a system where their feedback continuously informs your content. Regularly conduct surveys and update your strategy based on the latest insights.
• Prioritize High-Impact Content: Identify the topics and formats that resonate most with your audience and prioritize them in your content calendar. For example, if customers prefer video tutorials over written guides, focus more on creating video content. This ensures that you’re always aligned with what your audience finds most valuable.
• Test and Iterate: After publishing content based on customer feedback, monitor its performance to see if it meets the intended goals. Use analytics to track engagement, shares, and other metrics. Be prepared to refine your content based on ongoing feedback and performance data.
• Communicate Changes: Let your audience know their feedback has been heard and implemented. This will not only build trust but also encourage more customers to take part in future surveys.

 

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