Successful website rankings and ROI strategies include utilizing Google Analytics for content marketing. Staying informed about your content's performance metrics gives you a competitive advantage, allowing you to make swift website adjustments to help your site rank higher with Google and also provide laser focus on calls to action. You may analyze your content everyday, reviewing the number of tweets or shares a blog post got or you may go deeper down the data hole, reviewing avg. page times, unique page views, or bounce rates.
One way to gain a deeper understanding of these metrics is to use Google Analytic's Advanced Content Grouping feature to give you a more meaningful analysis of your data.
Here are 3 ways Google's Advanced Content Grouping can help.
1. Finding Topics That Resonate
Google Analytic's Content Grouping feature allows you to group content into common themes or subjects based on the values or data you enter. For example, you can group your blog posts into themes in order to find which subjects are driving the most organic search visitors to your website.
You'll have a better view on your traffic performance by content grouping the topics your blog covers, seeing each topic's total number of page views, unique views, and avg. time on page. With this data, you're able to create future blog posts on topics that are known to resonate with your audience, giving you consistency in your strategy.
2. Quantifying Clickbait
Article headlines, also called clickbaits and linkbaits, are the number one reason why people click on content. Using Content Grouping, you can review which headlines generated the most views, narrowing it down to phrases or specific keywords. Armed with this data, you can create headlines or clickbait using the keywords that are proven to drive traffic.
Buzzfeed is a great example of what you can achieve when you leverage social media and language in this way. By quantifying their clickbait, they were able to track, measure, and optimize the keywords they used in their headlines to ensure the maximum amount of views.
3. Optimize Click-Rate
Sometimes click-rate is dependent on a number of things other than just an article's headline. This is especially true on Facebook, where photos and meta descriptions play a huge factor in the clickability of a post. In fact, posts with photos account for 87% interaction rate from Facebook users, while all other post types (besides video) received no more than a 4.4% interaction rate.
Now that marketers have caught on, every post has a photo. So standing out requires not only just a catchy headline, but also meta descriptions that compel share value internally and organically through the search engines. Thus, you need to see the data across all segments of the market and their respective channels. This gives you better insight into what's driving your data, from where and who, and aspects of your content strategy that need improvement.
Optimizing your click-rates is a massive project that pays off tremendously. One real estate blog went from 2,000 to 18,000,000 visits per month in two years tracking and optimizing their content clicks rates from landing pages to blog posts to email opt-ins.
While the project is monumental, using Google Analytics to get a deeper view of your content's performance metrics, provides feedback that informs you on what to improve and where to go next. To get help along the way, contact us to find out more.