While content remains king for websites, it only gets you so far if you aren’t making sure your site is easy to find, view and read. Let’s say you’re a chef and your version of boeuf bourguignon could put Julia Child to shame, or your homemade gumbo could bring tears of joy to Emeril Lagasse’s eyes–the world should know about it, right?
Well, for a first-time or casual Google Analytics user, it can be intimidating to track performance when there are so many choices. And if you don’t know which analytics to track, your content may not get the visibility it deserves. If you aren’t working with an integrated digital marketing agency, tracking the following three metrics is a great starting point. These tips can make all the difference in attracting and retaining the right audience.
Where You Are Discovered
There are so many potential places to market your content–from Facebook to Pinterest to Snapchat–that you can run yourself ragged trying to tailor content for each application. Instead, look at the source/medium of your traffic in Google Analytics (found under the “Acquisition” tab) to see how users find your site. If most users are discovering you through Instagram or Pinterest, dedicate more time and money marketing on those sites instead of those that aren’t giving you as much traffic.
How You Are Consumed
Now that you know where your readers find you, it’s time to see if they use desktops or mobile devices to read your content. You can find this by looking at the Audience section in Google Analytics and checking out “Mobile Overview.” If you learn that 80 percent of users view your site on their phone, spend less time making your desktop page look nice and more time perfecting your mobile site. In other words, make it as easy as possible for readers to digest your recipes –pun intended.
What is Viewed
Planning a content calendar for upcoming recipes is much easier and more effective if it’s supported by data from your most viewed pages. If you look at “All Pages” in Google Analytics (found under Site Content in Behavior) and you find that your cake recipes are viewed the most, focus on creating new cake recipes rather than a series of posts on fancy hors d’oeuvres.
By tracking these three metrics, you’ll be amazed at how much more effective your marketing strategy will be and how much it can positively impact traffic to your site.