Last week, we talked about a simple workflow for using Google Analytics to inform your content planning. We looked at the Content Drilldown report, and used it to reveal the gaps in your existing content, helping you plan your editorial calendar. While looking at content performance is interesting, have you ever wondered how your content performs before the click?
- How many web searchers see your content in search results?
- Which keywords and content get a lot of eyeballs, but relatively few clicks?
- What topics could you add to your editorial calendar to exploit strong search interest?
If you’re a digital marketer and don’t log into analytics at least weekly, shame on you. You’re missing information that can help you make better decisions, even in tasks and roles that seem pretty far removed from reporting.
Most marketers associate Google Analytics with periodic reporting of traffic. Those who are responsible for tracking revenue or media buys may look at conversions or traffic source performance. But the data in Google Analytics can help content strategists, community managers and others in a more editorial role, too.