Are you trying to conjure up your next blog or content idea? Struggling to figure out what your audience wants to read about? We know writing an engaging blog post can be challenging.
However, with a little help from Google Analytics, you can find new blog post ideas and develop a rich and varied content strategy. In this blog post, we will show you 3 clever (and easy) ways to get the best out of Google Analytics for developing content.
- The All Pages Report
Where Do I Find It?
Behaviour > Site Content > All Pages
All Pages is a very common report for anyone who’s ever logged into Analytics. It shows the most visited pages on your site. In terms of content creation, this report shows you which pages are getting the most attention. Look at the most visited pages and see if anything is missing? Can you structure them better? Are these pages answering user’s questions?
This is the content your audience is engaging with! So, look at how you can take this content further.
- Site Search Report
Where Do I Find It?
Behaviour > Site Search > Overview
Does your site have a search bar or an internal search function? If it does, this is fantastic! This report allows us to see what your site visitors are searching for on your site. This gives us some insight into what content they are looking for and, and what content they are struggling to find. Understanding the gap of what they want and what they can’t find can help you fill in the blanks!
This report shows you the content your site visitors WANT to see. Be clever and use this information to your advantage and give the user what they are searching for.
This report can also help evaluate the structure of your site, for example, it could be worth re-designing your website’s header or footer based on what people are searching for? Maybe users can’t find a page because it’s too deep in the navigation menus?
To see the terms people searched for right before they left your site, add a secondary dimension to your search terms report so that you can see the exit pages for each search term. This is often a sign that the content your visitors wanted and expected but they were not able to find. We recommend creating this missing content for them as soon as possible.
- Search Console Report
Where Do I Find It?
Acquisition > Search Console > Queries
The Search Console report in Google Analytics shows what users are searching to find your website. Looking at the Search Console report in-depth you can learn and get insights about your audience and their intention when they land on your site.
Here is what it looks like …
From the above Search Query list, you can see the actual search term that triggered your site to show up in Google’s SERPs (Search Result Listing Page). This handy report shows you how many impressions and clicks your site received from each of these queries. This then helps you to find out what type of content people want.
With this knowledge, you can research the topics and find more blog post ideas related to them. By doing so, you can create a range of content and drive more traffic to your site.
If you look at this report carefully, you’ll probably see several keywords that your site is attracting traffic for, but that you don’t have any content pages dedicated to.
This is your opportunity. It would be smart to add a few pages of content based on this report.
Coming up with great new content ideas is easy… if you know where to look. Combine these 3 techniques together and you will gain a huge insight into what your audience wants to see from you. This can help you plan your content marketing strategy. This is especially useful towards the end of the year when you are planning for the year to come.
With more than half of 2019 gone, now is the time to start thinking about your 2020 goals and how content can help you reach those goals. After this, it should be a walk in the park.
We hope you enjoyed this blog post. If you need any assistance with Google Analytics don’t hesitate to leave a comment or contact us 😊