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Mining Google Analytics for Content Ideas


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Demo of a custom dashboard for Google Analytics, designed by Emily Hill to uncover new angles for content based on user behaviour.

Published in: Marketing
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Mining Google Analytics for Content Ideas

  1. 1. Mining Google Analytics for Content Ideas Brighton SEO September 18th 2015
  2. 2. Emily Hill @AskEmilyHill • Set up Write My Site in 2006: • New copywriting training website launching 2015:
  3. 3. Who Needs Google Analytics Anyway?
  4. 4. Write My Site 2015 Content Inspiration Survey
  5. 5. Do you add regular content to your website, such as blogs and guides?
  6. 6. Answer
  7. 7. Do you produce as much content as you would like?
  8. 8. Answer
  9. 9. If no, why do you think this is? (Select all that apply)
  10. 10. Answer
  11. 11. Do you use Google Analytics?
  12. 12. Answer
  13. 13. If yes, why do you use Google Analytics? (Select all that apply)
  14. 14. Answer
  15. 15. Content Inspiration Dashboard
  16. 16. Dashboard Widget: New vs Returning Visitors
  17. 17. New vs Returning Visitors Impact on content planning - new visitors: • Write ‘short and snappy’ pieces that don’t take long to read • Improve internal content linking to extend session times Impact on content planning - returning visitors: • Write long-form content, e.g. downloadable white papers • Create blog pieces specifically for returning visitors (e.g. regular features, content series)
  18. 18. Frequency and Recency
  19. 19. Dashboard Widget: UK Cities
  20. 20. UK Cities – Avg. Time on Page Impact on content planning: • Create/ curate content targeted at users from the most engaged locations • Examine existing content to identify gaps that may be harming engagement in target locations.
  21. 21. Dashboard Widget: Traffic Sources
  22. 22. Traffic Sources Impact on content planning: • Continue optimising all content for organic search • Revise content distribution strategy, to include greater focus on existing social communities • Look at a remarketing strategy
  23. 23. Dashboard Widget: Site Search Impact on content planning: • Create more content around popular search terms • Fill any ‘content gaps’ revealed by the searches • Investigate relevant content that already exists – is there a problem with the its structure/ navigation?
  24. 24. Dashboard Widget: Most Popular Content
  25. 25. All Pages Report – Avg. Time on Page
  26. 26. Goodbye GA, Hello Excel
  27. 27. Why Size Matters
  28. 28. What Are Our Best Features? Conclusions: • Posing a question in the title doesn’t cause the piece to outperform others • No pieces with a negative tone made it into the Top 10 – consider revising House Style Guide to commission only pieces with a neutral or positive tone • 3 out of our top 10 pieces contain the word ‘statistics’ – test other data-inspired content to see if our users continue to respond well to this approach
  29. 29. Look for the Patterns
  30. 30. Download your Content Inspiration Pack Content Inspiration Dashboard Content Analysis Spreadsheet 10 Sources of Content Inspiration Thanks for listening!