6. Develop More Effective Content
Content marketing is an important focus in online marketing these days. (For cogent examples, check out CIO.com's Content Marketing Hall of Fame.) Information gleaned from Google Analytics can help Web publishers develop content that will appeal to their target markets, DeMers says.
To better understand the success of your content, Gianoglio recommends the following Google Analytics reports:
- All Pages (Content > Site Content > All Pages), which will show you at a glance the popularity of your pages based on pageviews, unique pageviews, average time on page, and more.
- Landing Pages (Content > Site Content > Landing Pages), which are the first pages that visitors see when arriving to your site. While there's often some overlap with All Pages, Landing Pages lets you know which content actually draws visitors.
- Content Drilldown (Content > Site Content > Content Drilldown), which shows you the subdirectories of your site that received the most traffic. This can be helpful if, for instance, you have a blog within a subdirectory of your site's domain. "A news publisher with sections for sports, entertainment, health and other topics can see which types of content get the most pageviews," Gianoglio explains.
Keywords are another good metric for content developers to pay attention to, Gianoglio says. For example, if your Google Analytics is connected to your site's Google Webmaster Tools site, GA will display the search queries visitors use on your site (under Traffic Sources > Search Engine Optimization > Queries).
Another option: Go to Traffic Sources > Sources > Search > Organic to see the keywords that bring visitors to your site. Also look at the Social tab (Traffic Sources > Social) to see your content that others are sharing on Facebook, Google+, Pinterest and other networks.
Premium or Free Google Analytics?
A premium version of Google Analytics is available through certified resellers such as LunaMetrics. The premium service is for sites with 500,000 or more monthly visits, Gianoglio says. It offers the capability to extrapolate nonstandard, unsampled data sets on the fly.