How to Use Analytics to Identify Your Strongest Content

How to Use Analytics to Identify Your Strongest Content image analytics strongest contentHow to Use Analytics to Identify Your Strongest ContentA content marketing strategy is only a half strategy if you only produce and publish the content. The other half involves analysis of that content and how it performs.

In this article I will show you, quickly, how to use Google Analytics to identify the content that is working for you.

You will need access to Analytics to do this for yourself on your own website. All instructions here relate to the Google Analytics navigation menu.

There’s a lot of digging you can do into the data but, to keep it simple, I am concentrating here on just looking at two basic reports in Analytics.

Identify your top landing pages

How to Use Analytics to Identify Your Strongest Content image analytics landingpagesHow to Use Analytics to Identify Your Strongest Content

Go to Content > Site Content . Landing pages.

By default, Analytics shows you traffic data for the past 30 days. This report shows you the top pages of your site where visitors landed on arrival. Usually, the home page will be the top of the list.

You can also view secondary dimensions for these pages by clicking the Secondary Dimension menu above the list and selecting, for example, Traffic Sources and Medium.

This will tell you whether the landing pages were accessed from an organic search, or a referral or from some other source.

Identify your top website pages overall

How to Use Analytics to Identify Your Strongest Content image analytics overallpagesHow to Use Analytics to Identify Your Strongest ContentGo to Content > Site Content > All Pages
This report is the same, visually, as the Landing Pages report but it includes all page views, including those secondary pages that your visitors look at once they have arrived on the site.

Look for differences between landing pages and overall page views. For example:

  • Do bounce rates or exit rates vary between pages when they are in either list?
  • Which pages in the list have the lowest bounce rates or the highest time on site?
  • In the landing page report it is good to see how long a page keeps visitors on the site.

Use a quick filter to bring the best content to the top

Try using a filter to show only content that fits specific criteria. For example, I want to find blog articles on the Red Rocket Media website that are the top landing pages where the average time on the page is more than two minutes and the bounce rate is less than 70%. I create a filter like this, by clicking on the Advanced search link just above the report.

How to Use Analytics to Identify Your Strongest Content image analytics advancedmetricsHow to Use Analytics to Identify Your Strongest Content

In this filter, I have asked the report to include only pages whose URLs begin with /blog. I have included a Bounce Rate filter for anything with a rate of less than 70%. I have also specified that Average Visit Duration must be more than 120 seconds.

As a result I can see pages that have a lower bounce rate and that users spend more time reading.

You can do the same thing in your overall pages report. Play with the figures.

How to use the information you discover

Once you have identified the pages of your site that are bringing in quality visits, you can apply the following things to your content marketing strategy.

  • Produce more related content that reinforces, updates or adds to older articles that still work.
  • Apply the same formatting to other articles – maybe people spend more time on the page and bounce less because of the way you designed the content or added pictures. It could be to do with the length.
  • Promote your older articles that work – re-share them on social media channels to get new visitors to them, and possibly more people sharing the links.
  • If a blog post is extremely popular and answering a need for customers, consider promoting it to the main navigation of your site, if appropriate. Remember to then redirect the old link to the new link. This may bring SEO benefits for the page.
  • If you haven’t yet read my article about evergreen content, you may find that useful too.

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