Content Strength can be measured with Google Analytics. Not sure which pages are gaining interest? Which product isn’t getting any hits?
We’re going to take you through the best simple metrics to employ to measure Content Strength on your website.
Before we move on, these are guides to using an existing Google Analytics account – if you’re not able to access your analytics, or don’t have it installed, then you’d better get that sorted first. Contact your web host or install it yourself. It’s easy and you’ll be tracking data instantly.
This is an easy website analytics approach and if you’ve specific tracking detail you’d like to know, Right Track Media run a monthly tailored Business Website Analytics service that let’s us handle the data and provide no-nonsense, actionable analytics results for your website. Contact us now if you’re interested!
So let’s look at three basic ways to measure Content Strength:
1. Page Views
Behaviour > Site Content > All Pages
The most simple of the metrics. This is a clean indicator of how many views a single page is collecting. The default view here will list the pages on your site in order of views. It’s a great place to start from, but be aware to contrast Page Views with Unique Page Views. Page views counts a view every single time someone hits the page, so one visitor might be coming back to the homepage over and over to explore your site and each time will register as a view. Unique Page View removes this duplication and can provide a truer measure of content strength.
2. Time on Page
Behaviour > Site Content > All Pages > Avg. Time on Page
So great, the Page Views mean your homepage is top ranked, then your About, then something else and so on. But which page holds the interest? On the same screen (Behaviour > Site Content > All Pages), there is the column reading Avg. Time on Page. This is a very important metric to consider when trying to weigh up which areas of your website analytics have the best Content Strength.
These results are a good indication to how long an individual page holds a visitor till they click away. Great news on a portfolio page, for example. However, be aware of the pitfalls of visitors leaving windows open and running the clock on time on page.
3. Landing Pages
Behaviour > Site Content > Landing Pages
This is one of the more interesting metrics and certainly one that could shake up how you view your website traffic. This metric ranks your website pages in order of how many times that page was the first page that the visitor arrived to. Your homepage is probably top. Great, it should be. But that result is standard. Pay attention to the immediate results after that – these visitors are bypassing your homepage and arriving somewhere else on the site. This is commonly through an organic internet search.
If your landing page statistics show certain pages in your website are collecting more visitors than they should, what should you do? It can be handled in a few ways. Start by looking at the search engine optimisation of that particular page, analyze the incoming traffic and understand why it’s getting this attention. Then change it if need be. As the name of the metric suggests, make it a whole new Landing Page.
Google Analytics offers an often overwhelming rush of data that can be teased apart and analyzed. Don’t be put off – just focus down on a few key metrics and look to keep track of them. There will be more Easy Website Analytics coming up, for the beginner on Google Analytics. Keep your eyes peeled and good luck.