By now we know that beyond your site design and ease of navigation, the heart and soul of your site is the content that is provided there. Often times we ask our clients to figure out what content is working for them; what brings them traffic, what is being shared, what gets people to stay and convert? In some cases it might be obvious what content is popular but many times you have to do a little digging to really see which content are your real all stars.
Thanks to my pal, Google Analytics, the Content Report offers a variety of ways to look at the content on your site and will offer you a better understanding of what kinds of content to continue expanding on. Just by viewing your Content Dashboard you can see the top 10 most visited pages (organized by pageviews for that given time period) and then you can click “view full report” to see more data about those top visited pages. You can start to see which content is:
- Most popular – Organized by the number of pageviews. You can change the date range if you want to see what content was popular over a longer period of time or at a different time altogether.
- Stickiest – In Google Analytics you can click on the top of each column to reorganize the pages by different information (see image of columns below). By organizing the pages by average time on site, you can see which pages people spent the most time engaging with certain content.
- Best retainer – Find out which content keeps the visitor on the site. Organize your website by bounce rate to see which pages kept the user from leaving (the smaller number the better!).
After completing the exercise above you’ll start to see some content pages as all stars for your website. With some other content reports available you can dig a bit deeper to see why they might be performing so well.
- Keyword Traffic – One way to understand why certain pages are performing better than others is to determine if the subject matter is something that your audience is interested in. First off, you have to understand what keywords are bringing organic traffic to your site. Then, in the top content section, you can click a content page and then select secondary dimensions to review for those pages; like traffic sources, visitors, technology, and content. Since I know that the blog, “What is a QR Code” was one of my most popular pieces of content, I want to look at what keywords (under “Traffic Sources”) people typed into search engines that then navigated them to this post. I can know that a large amount of organic traffic was driven by the keywords “smartphone scan box” and “scan box code”and that is verified when I look at the keywords that drive traffic to that particular blog post.
- Entrance Sources – Using secondary dimensions again, you can find out where the traffic that ended up on a certain page had been prior to coming to the website. It might be helpful to understand that your most popular or most engaging content pages came from visitors who were on Twitter. You can find that out by reviewing your entrance sources for certain content pages.
- Navigation Summary – Use the navigation summary to understand more about the how the traffic moves throughout the site while interacting with your known “all star content.” You can see where they had been before a particular page and where they went to after visiting that page. You can see how often a certain page was an entrance page as well as how often a certain page was the last page that a user was on before leaving the site. This just gives you some depth of knowledge about where your opportunities might be or areas of the site that might need to be improved
The whole point of understanding which content is making a splash is to continue producing more content around the topics that are more popular to help drive new traffic to your website. You should also take a look at the actual content page – what is your offer? Is it clear? Are you obtaining leads from that page? Understanding your content all stars reminds you that those pages are a good opportunity to get the engaged traffic to take action and convert.