November 08, 2015
How much of choosing your content topic is guesswork and how much of it is based on what you know your customers are interested in? With every visit to your website, your customers are letting you know exactly what interests them and what content is of little value.
Here’s a tip for every content manager whose responsibility is to create engaging and interesting content that is meaningful and useful to your customers: learn to read and interpret your Google Analytics report.
The data found in Google’s Behavior Reports about how consumers approach, digest or even ignore the content on your website can provide you some clear and valuable insight into their interests, intent and values.
The all pages report provides a high-level view of each of the pages on your website. Here, you can see the total number of page views, the average time spent on each page as well as their respective bounce rates. This will begin to shape a picture of the areas that are most interesting to your customers. High page views with longer average times spent on the page and low bounce rates are a clear indication that your visitors are engaging with that content.
The landing pages report drills down to look at all the pages that were used to enter your site. Pages with large visit statistics and a high number of subsequent pages per visit, as well as longer average visit durations are even more valuable, as the content included therein would be the ones that visitors searched for in order to get to you.
The behavior flow report is probably the best way to understand exactly how visitors are experiencing your site. This report visually shows the flow of traffic from one page to another right up until the visitors exit. At a glance, you can see the pages that were the entry point to your site, where users proceeded to from there, the amount of time spent on each page and the page they were on when they left. By retracing those steps, you can see what was most interesting to them and how it led them to the next step.
The above reports can help you zero in on which content on your site appears to have the most appeal to your customers, so that you may write additional blogs related to the subject. They can’t, however, inform you as to what other subjects or keywords consumers are seeking that may not be found on your site. You might be able to glean such topics by reviewing the site search terms report. This report shows how many times a term was searched on your site, the number of pages viewed after the search was completed, the average time spent on the site following the search and the number of exits immediately following the search. The latter will give you a glimpse at terms searched for on your site with either no results or unsatisfactory results. The other statistics are also informative regarding topics that exist on your site and are sought after by your visitors.
This information, along with regular conversations with your clients, can keep you on track to create better blogs that will engage your target audience.
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