We are beginning a new four part series which will be centered around content marketing. This week, we are looking at how to use Google Analytics to improve your content marketing. Believe it or not, there is actually a way to make use of the information you gather from your analytics report – bounce rates, where visitors come from, how long visitors stay on your site, what pages they view, and what page they leave from. It can be difficult to know what data is important enough to track so you can maximize your small business website.
Give direction
So, you have a page or pages on your site that has high page views, but it also has a high bounce rate. On the one hand, the visitor may just be finding all they were looking for and therefore your page is valuable. But you want to take this a step further and give the viewer something else enticing or compelling to view, keeping them on your site rather than leaving right away.
Track Daily
By regularly monitoring your top pages of content, you can see what is trending and even go in to those pages and make changes that are more current or link to other places on your site to keep viewers on your site longer. An old blog post or a page about an old event can be updated to link to other relevant content that the viewer would find enticing.
Discover viewer intent
Even if you have a page with high views, if you see those are coming from keywords that make it obvious that the viewer is not getting what they expected from your page, you can change your content to better fit what a viewer is or isn’t looking for. Getting page views that aren’t relevant to what you are marketing doesn’t help your business. Make sure you have your content drilled down to attract the right visitor with the right information at the right time.
We at Old City Web Services are experts at getting your website content where it needs to be for optimal marketing of the website you have invested so much time and energy into. Let us help you wade through your Analytics report and get your content at its highest potential. Call us or email us today!
Next week, we’ll be looking at Part II of Content Marketing: Build Your Strategy