We can’t emphasize the importance and value of blogging for your firm enough. It is a primary aspect of content marketing and can establish your firm as a subject-matter expert while driving traffic to your site and generating leads. But how do you know when your efforts are paying off?
Here we outline 5 fundamental key performance indicators for measuring your blog’s success. To get started, we’ll show you a few ways to set up Google Analytics to see your blog traffic.
Set up filters
If your blog is a completely separate, standalone site, then it’s as simple as adding the Google Analytics tracking code to the site. Many firms, however, include their blog as a section of their firm’s website. There are a couple ways to view just blog traffic. These include creating a new view in Google Analytics, adding a new segment to a view, or filtering your Site Content section to only display blog pages. We’ve outlined each of these steps in a pdf.
One of the main metrics to track for your blog is sessions, which measure overall traffic to your blog. A session is a period of time a user is engaged with your website – so, a visit. Over the course of a week, one recorded user could have multiple sessions to your blog.
It’s important to not just look at the number of sessions, but to track your traffic over time and in context. Compare your traffic month to month to look for growth and for trends. Look at the topics and formats of blog posts from those months that have higher performance and those that have poorer performance, and identify trends. By comparing performance to the type of content, post frequency and distribution strategy, you can better refine your strategy moving forward.
2. Top Posts by Pageviews
This one is pretty straightforward. Keep track of which blog posts garner the most attention by looking at the pageviews for each article. (This is found under Behavior – Site Content – All Pages) Then, use other metrics to help you determine why those posts were the most popular. Did your top post also have a high percentage of Organic Search traffic? Maybe this article was especially well-optimized for search engines. Did the post include video? You may want to consider incorporating more video into your posts. Continuously look at these different metrics together and watch for trends to inform your content strategy moving forward.
3. Average Time on Page
The same tab shows the Average Time on Page – how long, on average, users spend viewing a page. You can track the overall average for all of your pages as well as the average time spent on each individual page. This is a great measure of engagement and the relevancy of your content to your audience. If one post has a really low average time on page, it could be that the article isn’t what users were expecting from the preview, or the introduction or copy …read more
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