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Why to use Google Analytics to improve your content marketing

SUJIT by SUJIT PATHAK

Published Wed, Jul 18th 2018, 16:04 | Writing

Ever wonder why people prefer SEO over Google Ads? Why spend money on a technique that takes quite some time to deliver results instead of paying Google for displaying your ads and bring traffic to your website? Well, the answer is simple. Organic search is still the best way to draw traffic to a website. This is why business owners find it reasonable to instead hire an SEO agency and work for showing up in the organic search results. If you are unfamiliar with the term Organic Search, let us break it down for you. Organic Search refers to the search across search engines that does not rely on paid advertising. It delivers quality and relevant results without the interference of Pay Per Click ads. Having your content found in the top relevant Organic Search results can help you top your content marketing game. Although you could make efforts like paid advertising across various social media platforms (they deliver favourable results too), nothing works like SEO for Organic Search. The main difference between your content marketing and that of a content marketing company is that you don’t probably understand the power of Google Analytics. Creating content is fine and creating quality content is even better. But it is also important to figure out the extent to which your readers are able to engage with your content. Google Analytics allows you to understand that. But understanding the engagement between your readers and your content takes figuring out the complicacies of Google Analytics which are in terms of bounce rate and time on page. Also, the metrics provided by Google Analytics are not entirely flawless and need some work from your end. Therefore, hiring content marketing services that directly rely on these metrics may not be doing you any favor. Let us show you how you can retrieve the actual data you need and improve your content marketing. Here is an example for you to understand how Google Analytics works. Let’s say a user searches for a keyword. They, then, click on a link in the results showed by Google and read the article on the link. Now, the problem is that Google Analytics shows that interaction as a bounce. It is similar to showing that the user visited the site and left in a moment. As for the Time on Page metric, it is calculated by the difference between the times spent on two consecutive pages of a website. The problem with it is that Time on Page is not applicable to an exit page. It means that if a user lands on an exit page, there is no data provided by Google regarding the time spent by the user on the website. As you see, this a major flaw in the metrics shown by Google Analytics. If your content writing agency uses these metrics to measure the reader engagement on the website, they are definitely missing out on the actual data that can help them improve their strategy and performance. Now, here is how you can use certain tricks to improve Bounce Rate and Time on Page metrics. For example, you can do some editing to your tracking code (if you are following the standard Universal Google Analytics code) to improve the bounce rate tracking. If you are using Google Tag Manager, you can add the Analytics through Custom HTML Tag instead of using the standard Analytics Tag. As for the Time on Page metrics, you can improve its reporting by setting up a rather simple trigger to the Google Tag Manager. We hope you found the article helpful. Leave your queries or concerns in the comment section. Good luck!             

Bio

Sujit  is a content writer at Sixpl. He has written approx 350 articles on Blockchain, ICO, and cryptocurrency. He is also a ICO white paper writer and has written ICO white paper template. He has written 20 white paper on Blockchain, and 8 white paper on ICO.