How to use Google Analytics to create engaging content

Google Analytics is a tool that holds such valuable data which can be analysed and used to improve website performance. It is pretty straightforward and you do not even have to have advanced knowledge of the tool to understand what parts of your website or content are working well and what could be improved. Starting from acquisition (how you’ve acquired users) which happens before they’ve even landed on your website, to their behavior (actions, clicks, etc..) and finally – conversions (or in other words, this tool can help you see if users take a desired action when they visit your website).

Today, we will be focusing on the Behaviour section in Google Analytics and provide some useful tips on how to use the data in this section to create engaging and effective content.

Step 1 – Performance of all pages

If you go to Behaviour – Site Content – All Pages, you will be able to see the number of visits per page, the amount of time spent on each page, the bounce rate, and based on the data shown, you will be able to identify high performing pages of your website.

all pages

Step 2 – Identify and analyse top-performing pages

The top of the list items of the All Pages list are the ones you want to focus on in this step, but you need pay attention to the bounce rate too. The best-performing pages would be the ones towards the top of this list but with the lowest bounce rate. If the top page of this list has the highest bounce rate, it is an indicator that this page needs further improvement in terms of content and layout. Also, do not forget to check the amount of time your visitors spend on the top performing pages because this is also an indicator of what is going well and what can be improved.

By analyzing the top performing pages in this section, you will be able to understand what content your audience finds interesting and valuable and you can use this knowledge to optimize the rest of pages and improve their performance.

But how can you do that? How can you find out what your visitors need or find valuable in terms of content?

Step 3 – Optimise content and conversions

Search Terms is an incredibly useful section of Google Analytics. You can find it in Behaviour – Site Search – Search Terms and it shows you the words or phrases your visitors typed in search engines that led them to your website.

search terms

This is the answer to the question what your users are looking for, and it gives you a great opportunity to create effective content on the rest of your website pages, but also to further optimise the top performing pages. The info you can find in Search Terms combined with the bounce rate and average time spent on the top performing pages can help you understand what your visitors are looking for, what pages attract the majority of your website organic traffic and how valuable and engaging content these pages offer.

In summary

There are so many opportunities Google Analytics offers. The information this tool holds can answer a lot of your content related questions and so much more. I have done 2 very successful content optimisation projects recently with Rivergreen, North East based property developers and Abbey Masterbatch, a manufacturer and supplier of black, white, colour, additive masterbatch and pigment dispersions. Google Analytics helped me create new and improve the existing content – the results were stunning!