5 Google Analytics Tips to Ramp Up Content Marketing
The following five tips will give you plenty to think about. Most of all, it will help to make sense of all the figures you’re presented with inside your GA dashboard.
Instead of being struck by analysis paralysis, put these tips into action and ramp up your content marketing starting today.
1. Check Your Reports Often
Many marketers check Google Analytics infrequently. Maybe they don’t really know what they’re looking at, or they don’t know how to use the information to make their site better.
To get the most out of Analytics, check your reports often. You can even set up email alerts that will send your reports right to your inbox.
What are you looking for? Your primary concern should be your top ten pages. They might include old blog posts or your pricing page.
Whatever pages they happen to be, promote the heck out of them. Share them on social media or consider setting up a paid ad campaign to ramp up views (and conversions).
2. Make Your Pages More Useful
If you have pages that experience lots of views but that have high bounce rates (that means they leave quickly), it could mean that your article isn’t valuable enough.
It can also mean that users don’t know where to go after reading the article.
To retain readers and lower bounce rates, you can:
- Provide links to more relevant content within your site
- Provide a clear call-to-action, such as “Want to learn more? Call us now!”
- Provide a sign-up form for a free consultation, for example.
3. Worst Performing Pages
Don’t just focus on the pages that are performing the best. Also, focus on those pages that are languishing in obscurity.
Are they old blog posts that include outdated information? It might be time to update them and share them on social media.
You might also consider losing the pages altogether.
Don’t get into the habit of thinking that more pages or blog posts equal more value.
It’s about quality, not quantity. By losing those pages that are no longer performing, you will make your site more useful and free up data analysis that can be better spent on those pages that do perform.
3. Check Search Queries
Google provides you with a list of the search queries that guided users to your site.
Sometimes this information can surprise you and venture beyond your keyword research.
When this happens, use those keyword terms to create more engaging content. The terms can be used to create more useful blog posts or pages within your site.
In this way, you are giving visitors exactly what they are asking for, making your site more useful and successful.
4. Don’t Just Focus on Page Views
Many marketers focus on page views only. This is a mistake.
While page views certainly are important, you should also pay attention to the sources that are delivering those page views to your site.
This information can let you know which marketing efforts are bearing fruit and which need work.
You will also want to pay attention to the titles that are getting the most views.
Do lists seem to get more views than click bait type articles? Do emotionally driven headlines perform better?
Use this information to create future content, as you now know exactly what your audience best responds to.
5. Check Referrals
In addition to your own content marketing efforts, you will want to see what other websites are sending traffic your way. This can give you extra insight into the content that is most valuable. The thinking is that obviously, someone thought it was great because they linked to it.
You will also want to check social referrals to determine which social channels are sending the most visitors, whether it’s Twitter, Facebook or LinkedIn. This can tell you where you should be sharing the most content and possibly investing in paid social advertising.
Obviously, there is a lot more Google Analytics functionality than we’ve discussed here, but this should get you started.
If you want to improve your content marketing, you have the proper data right at your fingertips. All you have to do is analyze, use the information you’re provided, and give your audience exactly what they expect.
Do you have anything to add? Leave your comment below and let’s get this conversation started.