One of the most important things you can do to ensure your business blogging success is to measure your results. There are several metrics you can choose from to determine whether your blog is continuously growing and helping the bottom line for your business. In this post, we’re going to look at popular metrics you can use to find out if your blog is successful.
The first thing most businesses will look at to see if their blog is growing is the overall traffic. If traffic is increasing, then you can assume that the content is good and promotion of the content is going well.
One important reason to keep an eye on traffic is to ensure there are no significant problems. For example, if you see a change in overall traffic trending low, it could mean that the latest set of topics or post frequency isn’t resonating with your audience. If you notice a loss of organic search traffic, you could have run into an issue with a change to Google’s algorithm.
To monitor traffic trends in Google Analytics, be sure to use the compare function to see the last 30 days compared to the previous period or the same period in the previous year. This will reveal any significant traffic changes throughout your Google Analytics. Of course, traffic isn’t the only thing you should be looking at.
Time on Site
Are people spending long enough on your blog to get sold on your products and services? If not, then you’ve got a problem. While “scanners” might be reading your blog content in record time, short visits could mean a number of things. It could be as simple as people not believing that a post will fulfill the promise of the headlines based on the section headers. Or it could be because the posts are older than they expected them to be.
The best way to rectify these issues is to look at the content that receives a lot of traffic but low average time on site and analyze it. Does it need better headers? Images? An update? Do what needs to be done to ensure your highest traffic content becomes your highest converting content.
Speaking of top content, find out what content drives the most traffic to your website by looking under Content/Behavior > Site Content > Landing Pages. These are the pieces of content you need to make sure are ready to convert with great calls to action. Thinks about ways to grow your mailing list from them by offering something more such as a free download with more information or a discount coupon for products and services.
You can also use your top content as inspiration for new content. If you see particular themes between posts that gain a lot of traffic, such as your Facebook posts get more visits than your LinkedIn ones, then you can gear more topics towards Facebook. You can also repurpose your top content to see if you can gain traction on other platforms such as SlideShare, YouTube, and podcasts.
Thanks to the latest updates in Google Analytics, you can now easily see which pages on your website are generating conversions. If you have goals set up in Google Analytics, you can go to Content/Behavior > Site Content > All Pages and see your basic stats along with a dropdown so you can view the conversion rate, completion, and value for each goal you have set up.
The content that converts the most into mailing list signups, lead form submissions, and sales is the ones you want to analyze. In particular, you want to figure out the similarities between each piece of content that converts – topics, length, authors, calls to action, and so forth. As soon as you can discover a winning formula, you can create even more content that leads to conversions, turning your blog into an effective part of your online marketing strategy.
What metrics do you use to determine the success of your blog?