April 10, 2014

“There are lies, damn lies and statistics” states the common phrase, but sometimes the numbers simply do not lie.

I am a huge fan of Google Analytics, mainly down to the fact I am a bit of a nerd for stats, but the wide range of statistics for your website on offer is there to be exploited.

Over the coming weeks I will be taking a look at Google Analytics and explaining how you can successfully interpret the data to your advantage and how you can improve both your website and the content you publish to improve your numbers.

Today I will be looking at how you can monitor the effectiveness of your blog posts using analytics.

The majority of people judge their blog post on the response it got on social media through shares, retweets, likes etc.

But I think that the analysis of how well a blog post has done has to go deeper.

Try this approach: sign into analytics and go to Behaviour – Site Content – All Pages.

pic yo

Make sure that the date range is correct by including the date the blog was published to the present day.

Copy and paste the blog post URL into the search bar and look at the data that is provided:

  • Pageviews
  • Average time on Page
  • Bounce Rate

There are numerous ways that you can play with the data to see how effective this certain blog post really was.

Earlier I mentioned social shares, one way you can see how effective your shares were is taking the total number of pageviews and divide it by the total amount of shares the piece had to create a views per share ratio. What you can gain from this information is how effective the title or thumbnail is for your blog post by attracting people to click on the link.

You can assess how useful the content was in the blog post by looking at the average time the user spent on the page. If this is ten seconds they have clearly lost interest in what you have to say. However anything over forty or fifty seconds is good going, the audience have embraced what you have to say and it is a testament to your opening couple of paragraphs that you have gripped the reader.

Bounce rate is massively important: this represents how many visitors entered the site to read this blog post and left the site instead of continuing to view other pages on the website.

The primary aim of a company writing a blog is to increase the traffic to their site and make the visitor want to peruse your site further. The bounce rate in the image above is exceptional; in fact any bounce rate under 50% means you’re doing a great job.

There will be some occasions where you lose the reader and they will leave. However you should keep tabs of this information in spreadsheets just to make sure that your bounce rates are not increasing week on week.

What I have showed above is just a tiny part of Google Analytics; the data stored on there about your website is very expansive. It might be worth your time exploring analytics and having a play around and familiarise so you can make inferences of your own.



Ben Lyons copy

Ben Lyons

Marketing Assistant

The Internet Marketing Academy



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