Success seldom happens overnight, and content marketing frequently involves a lot of strategy fine-tuning and website conversion optimization. With different SEO tools, you can monitor a large number of metrics, but for the most part, only a small number of them are truly important.
We’re going to go over some of the most crucial content marketing KPIs in this article, so pay close attention. We’ve created some practical recommendations that you can utilize right away because ignoring these indicators puts you at considerable risk of losing out on potential clients.
Bounce rate and organic traffic
Unless you’re in a particularly specialized market where it’s possible to optimize a high conversion rate from minimal traffic, traffic should be your primary performance indicator. Your content depends on traffic since the more people who view your pages or watch your videos, the more likely it is that they will become paying customers.
But you also need to keep an eye on the bounce rate in addition to organic traffic. Simply said, bounce rate measures how long visitors stay on your page before leaving. As an illustration, suppose you have a 15-minute YouTube video with 3,000 views, but most people are just watching the first three minutes of it.
You might have a 1,500 word blog post on your website, but the bounce rate indicates that visitors only stay for 30 seconds at most.
You may better understand where your visitors are coming from by tracking organic traffic and bounce rates. You can then use this information to refine your content and determine how to make it more engaging.
You can divide this up in Google Analytics into:
- Users: The number of distinct visitors who have arrived at your page.
- Pageviews: The number of times, even by the same users, a page on your website has been viewed.
- Pageviews by unique users are the same as pageviews but combined.
- Rate of conversion
- You can tell how well you’re converting visitors who arrive at your page from search results by looking at your overall conversion rate for organic traffic.
- However, you can also break it down further to see how various factors affect the conversion.
- Visit a content marketing provider like Scribbly if you require expert assistance with the specifics.
Since the landing page usually has the greatest impact on conversion, you might start by evaluating conversion rate by landing page. If the landing page’s conversion rate is low, there must be a problem with the page’s marketing appeal, and you can validate this by looking at the bounce rate for that page.
Location, device, and browser type can all be used to further simplify this. For instance, you might notice that a landing page’s mobile version isn’t doing as well as its browser version and then, after further study, learn that the page doesn’t appear appealing on mobile devices.
Exit pages for organic traffic
It’s a good idea to identify your website’s key departure pages, or the last page visitors visit before departing. This is especially important if visitors browse through your website and visit multiple pages. Once you discover the cause of people’s disinterest on these exit pages, you can take remedial action.
Visits from competing search engines
Even while Google is the most widely used search engine, many of your clients may also use Bing or even Yahoo. The second most utilized search engine is Bing, which is why SEO for Bing differs slightly from SEO for Google even though it is not nearly as popular as Google.
Refresh your knowledge of how SEO for Bing functions differently from SEO for Google if you receive visitors from Bing search results (or even Yahoo).