Content marketing is as much of an art as it is a science. Keep a balance between creating creative content and creating content based on data. Learn to read what Google Analytics gathers when it comes to your site’s popular pages, time spent on a page, page views, and mobile traffic. In no particular order, here are five metrics to monitor on Google Analytics.
Most Popular Pages
A website is constructed of many pages, landing pages, service pages, etc., but wouldn’t you like to know which pages are the most popular, so you can impove? To access this information on Google Analytics, go into the content section and search which pages on your website are the most popular. This can be found by looking at the left side menu and select “Behavior” then “Site Content” followed by “All Pages” on the GA Dashboard.
Time Spent On Page
Have you ever wondered how long your visitors view a certain page on your site? If your visitors are staying for more than a few seconds on your site, chances are that it is because you are creating good quality content.
Above we mentioned to check on the most popular pages, but did you know you can also view individual page views? You can organize by unique page views, which represents the number of individual visitors without duplicates. This means if someone views the same page twice, it only counts for one page view.
When dealing with content marketing, the number of hits a certain page (blog post) gets usually indicates how enticing the title/headline of the article was, thus making the visitor click on the page/link.
Reevaluate pages with low views and reconsider changing the title to something that would most likely appeal to the target audience.
With recent talks about “Mobilegeddon”, checking mobile traffic is key. Many websites that don’t have responsive sites will be pushed to the bottom of search engines, even if you have a long lasting credibility and great desktop traffic. Google has made the algorithm to where it tracks mobile traffic higher than desktop views. You need to monitor how your mobile audience is reacting to your content. If your mobile traffic is low, perhaps it means that your website is not optimized for mobile or people are having a hard time with your site. Compare your mobile traffic with your desktop traffic, this will help your dilemma.
There is an easier solution that cuts the time you spent analyzing Google Analytics. Our Open Enterprise Intelligence actually takes all the data Google Analytics spits out and visually gives you an easier way to view all the metrics mentioned above. Learn more about OE Intelligence here.