Each time you receive analytics data it is loaded with useful information. But unless you know how to interpret that information, it’s virtually worthless. Once you learn how to read and understand analytics data, it can help drive your content marketing. Whether you do the writing yourself, or you rely on the help of a copy writing service, it is imperative that you understand your analytics data.
Set Aside Time to Analyze
If you plan on flipping through an analytics report and getting anything of substance from it, you won’t learn very much. Analyzing takes time. Set aside a certain amount of time each week to really dive into your results. Analytics data does nothing for you or your business if you don’t study it and understand it.
Check for Keywords
What are the keywords that are driving people to your site? It may surprise you to find what words are and aren’t working. Experiment with keywords each week or month to see which ones are the most useful for your business. Once you know what they are, you can use them more and drive even more traffic to your website.
Take Note of the Bounce Rate
The bounce rate is a percentage of readers who visit your site on a specific page and leave without clicking to other parts of the site. This can be a huge statistic for you when trying to figure out what content is working for you and what isn’t. If you have an unusually high bounce rate for a specific page, figure out why. Was it low in key words? Did it lack good content? Check the pages with low bounce rates. What was it that kept people on your site?
However, don’t necessarily assume there must be a problem with your website or your content. There’s always the chance that the issue is with the referral traffic – what types of people are being sent to your site and why. See where those visitors who “bounce” have come from. It may give you some answers.
There are very valuable statistics that come in from email marketing. Email marketing analytics can tell you how many people opened the email, how many visited your website from the email, and even which links in the email they clicked on. Over time you can analyze what your email readership found most interesting and clicked on. That way in the future, you know what will entice them.
The way analytics are presented is constantly changing. Stay informed on how the information is presented and what it means for your website and what you should do with your content. Check out the video below for the latest way to read and interpret a Google Analytics report.