I don't need to look at data to know the most searched terms on this blog.
That's because I generate most direct searches here using the Lijit search box. All other blog searches come from Google.com and I can see those in my dashboard. I analyze them by keyword and extrapolate why the searches were conducted by cross referencing trends over time.
By far, the most searched post on Google.com is -- what is new media?
See the truncated URL? Early on, I didn't always remember to check that the URL made sense and TypePad allowed only so many characters back then.
I used this example to show you how your corporate Website holds many content clues that go potentially untapped.
Using small data to back up anecdotal information
We talk about big data with a sense of awe today. However, as we learned with Robert J. Moore over four video interviews, there's a plenty of small data you already have and can use to segment customers to infer information that can lead to insights.
This past week I ran an experiment on this site, as I often do.
With the exception of one post, I published lightly updated re-runs of blog posts from four years ago.
Here's what I learned: many of those posts are timeless. In other words, they contain advice and examples that are evergreen -- valid over time.
It was a good test and it gave me content ideas based upon the reactions in social networks. Four years ago we didn't have so many different ways to see our content amplified in social networks and to document the associated reactions to it.
Connected customers, in this case my readers, have an effect on the kind of content that works.
Do you ever think of re-testing content within different contexts? Try it, the results may susprise you.
Internal and external searches
The other interesting data point is comparing internal searches with external. Why is looking at both kinds of searches useful?
With the exception of the area reserved to HR-related issues, communication executives may not specifically address the needs of one of the largest customer segments for the company Website: employees.
However, in the age of the connected customer, employees are an even more important segment to address. URL-sharing is not just for blogs and social networks. People have been sharing information before Twitter and Facebook using email.
What changed is that people are now comfortable using technology to share -- privately or in public. Instead of writing an explanation when someone asks them a question, your colleagues are more likely to share a link. Links are the currency of the Web.
As we've detailed here, Websites can be created as community building platforms in addition to helping with editorial impact and calls to action. The name of the game is involvement.
Customers may be asking questions your teams can answer easily by conducting searches on your company Website, for example.
From an SEO standpoint, Wil Reynolds addressed writing to capture traffic from external searches conducted by customers directly on Google.com.
In this month's Premium Newsletter main article I delve into another facet of content we often forget: Storytelling, the concepts of digital distribution and community, and how almost all the value of using social technologies is in performing creative acts of connection to opportunity.
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