Organic Search Analytics: Strategies for the AI-Driven Era
Organic search analytics involves analyzing unpaid search engine traffic to understand user behavior, optimize keywords, and improve website performance. It helps businesses refine SEO strategies, enhance visibility, and drive meaningful engagement.
Content Marketing Institute contributor Dennis Shiao has published an article featuring useful strategies to battle organic search analytics in the AI era.
Shiao says, “What happens when search-related data shows your organization’s content isn’t delivering?
You dig deeper into data.
That’s what Brian Piper does as director of content strategy and assessment at the University of Rochester. At the Marketing Analytics & Data Science Conference, he explained what his team’s done and how it has expanded that SEO work in the era of artificial intelligence.
Seeing organic traffic drop to almost zero
At one point, a new article on the University of Rochester’s NewsCenter, which was promoted in a newsletter and on social media, attracted traffic the first week before plummeting to almost zero.
That traffic boost was good for the university’s business goal — to generate awareness — and the content’s primary KPIs — page views and new visitors. But Brian and his team knew those one-time traffic bumps wouldn’t be enough.”
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