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Measuring content performance

From: SEO Fundamentals (2012)

Video: Measuring content performance

Measuring the performance of your content is essential to determining the success of your SEO efforts, and to help guide your content strategy. By looking at how your content performs, you'll be able to understand what your visitors want, and provide more of it to them in the future. When you evaluate your content's performance, it's important to ask these questions: What content are our visitors looking at? What's our most popular content? Are our visitors engaged with our content? Are our visitors sharing our content with others? And, is our content generating quality business results? If you haven't already, you can install a free tool, like Google Analytics, to collect data that you'll need to help you get the answers to these questions.

Measuring content performance

Measuring the performance of your content is essential to determining the success of your SEO efforts, and to help guide your content strategy. By looking at how your content performs, you'll be able to understand what your visitors want, and provide more of it to them in the future. When you evaluate your content's performance, it's important to ask these questions: What content are our visitors looking at? What's our most popular content? Are our visitors engaged with our content? Are our visitors sharing our content with others? And, is our content generating quality business results? If you haven't already, you can install a free tool, like Google Analytics, to collect data that you'll need to help you get the answers to these questions.

If you're not familiar with Google Analytics, then check out the Essential Training course, where you can learn all about the reports and features that we're about to discuss. First, figuring out what our customers are looking at can be measured by simple page views. In Google Analytics, you can head over to the Content reports, and you'll see a list of the most popular pages of your website for the date range you're looking at. If you want to find out which were your most popular pages as Landing Pages, or the first page a visitor sees when they come to your site, you can head over to the Landing Pages report.

If you're an advanced user, you can even use Custom Segments to look at only visits that came from organic search, or even specific search engines. And while it's good to know which pieces of content got the most page views, that doesn't tell us anything about how well the content was received. Writing content is easy, but writing content that will provide value and leave an impression on your visitors is much more difficult, and that's where we're interested in finding out about visitor engagement. There are three metrics that can help you quickly tell how well visitors are engaging with your content: pages per visit, average time on site, and bounce rate.

Visitors are considered more engaged the longer each of their visits to your website is, and this can be measured by both average time on site, and the number of pages they view during their visit. The bounce rate is a measure of how often a visitor lands on your website and then leaves without seeing any other page of the site. Generally speaking, the lower the bounce rate, the more your visitors were enticed by your content to dive deeper into your site. Next, let's look at whether or not our content is being shared online.

Well you can use a slew of social media tools to measure how often your tweets and posts and pluses and shares are re- shared throughout your social networks, tools like Google Analytics can also be configured to track interactions that are happening both on and off your site. Google Analytics can track how many times people are clicking your social media sharing buttons, or leaving comments on your blog, and it can even go out and find the public posts across a number of different social networks that have been used to share content from your site. Of course, the flip-side of this is that when content is shared via social media, the recipients of those tweets and posts can come and visit your website.

You can use campaign tagging and Google Analytics Traffic Sources reports to see how many of your visits are coming from all of the sharing. Perhaps the most important question of all is whether or not all of this content production is driving our business goals. A properly configured web analytics tool is focused not just on counting pages, but associating all of that data with business outcomes. Do the visitors who came to our site as a result of particular piece of content end up buying something? Calling us? Did they submit a lead form or download a white paper? Did they sign-up for a product demonstration? Did they follow us on a social network, or did they share our content with others? Did they sign up for our newsletter? Each and every one of these goals has a real business value.

And by understanding what content drives these conversion actions, we can answer the biggest question of all: What did we get back for our investment in SEO? Whether you use Google Analytics or any other analytics tool, monitoring and measuring the performance of your content will help you understand the value you're creating and help you plan for and continually improve the content you'll be focusing on next.

Show transcript

This video is part of

Image for SEO Fundamentals (2012)
SEO Fundamentals (2012)

64 video lessons · 50267 viewers

David Booth
Author

 
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  1. 1m 34s
    1. Welcome
      1m 19s
    2. Using the Facilitator's Guide
      15s
  2. 11m 46s
    1. What is search engine optimization (SEO)?
      4m 6s
    2. Reading a search engine results page
      2m 17s
    3. How SEO affects your business
      2m 38s
    4. Setting SEO expectations
      2m 45s
  3. 20m 49s
    1. Why you need a keyword research plan
      2m 47s
    2. How to research keywords
      3m 23s
    3. Tools to help you analyze keywords
      4m 43s
    4. Understanding keyword attributes
      3m 46s
    5. Understanding keyword distribution
      3m 50s
    6. Ongoing keyword evaluation
      2m 20s
  4. 26m 8s
    1. Understanding content optimization
      2m 14s
    2. Optimizing for site structure
      3m 41s
    3. Recognizing different types of content
      2m 23s
    4. Optimizing textual page elements
      8m 30s
    5. Optimizing non-text components of a web page
      4m 0s
    6. Analyzing content quality
      2m 39s
    7. Exploring the benefits of user-generated content
      2m 41s
  5. 22m 12s
    1. Interpreting the code behind web pages
      3m 9s
    2. Understanding how search engines index content
      2m 37s
    3. Working with canonical URLs and redirects
      2m 59s
    4. Leveraging microformats
      2m 39s
    5. Working with server-side factors
      3m 18s
    6. Using Google Webmaster Tools
      3m 58s
    7. Using Bing Webmaster Tools
      3m 32s
  6. 30m 53s
    1. Overview of long-term content strategizing
      2m 44s
    2. Planning a successful content strategy and avoiding common mistakes
      3m 46s
    3. Defining your audience, topics, angle, and style
      4m 17s
    4. Understanding different types of content
      4m 25s
    5. Getting ideas for content
      4m 0s
    6. Working with an editorial calendar
      3m 33s
    7. Promoting your content with social media
      3m 52s
    8. Measuring content performance
      4m 16s
  7. 18m 28s
    1. Understanding the importance of links
      4m 49s
    2. Building internal links
      2m 5s
    3. Building external links
      4m 19s
    4. Finding link-building opportunities
      4m 36s
    5. Executing a link-building strategy
      2m 39s
  8. 16m 32s
    1. Measuring SEO performance
      4m 10s
    2. Analyzing keywords
      5m 13s
    3. Analyzing links
      4m 9s
    4. Analyzing the impact of social media
      3m 0s
  9. 18m 45s
    1. Understanding SEO and ecommerce
      2m 36s
    2. Working with semantic HTML
      2m 22s
    3. The technical components of ecommerce
      3m 9s
    4. Exploring ecommerce information architecture
      2m 38s
    5. Producing ecommerce content
      2m 33s
    6. Leveraging link building and social media for ecommerce
      3m 12s
    7. Adapting ecommerce websites for international audiences
      2m 15s
  10. 25m 38s
    1. Understanding local search
      3m 14s
    2. Understanding Google+ Local
      3m 0s
    3. Setting up and optimizing Google+ Local
      4m 46s
    4. Getting more citations
      3m 52s
    5. Getting more reviews for your business
      3m 43s
    6. Optimizing your website for local search
      4m 13s
    7. The future of local search
      2m 50s
  11. 15m 48s
    1. Understanding cultural aspects of international SEO
      2m 30s
    2. Optimizing technical content for international audiences
      2m 57s
    3. Optimizing translated and localized content
      2m 9s
    4. Building links for an international audience
      2m 47s
    5. Analyzing and measuring an international SEO campaign
      2m 17s
    6. Avoiding pitfalls with international SEO
      3m 8s
  12. 1m 10s
    1. Determining your next steps
      1m 10s

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