Google Universal Search, Google Personalization and the push towards appealing to social media (linkbaiting, content strategy) is part of a large push towards finally abandoning emphasis of ranking reports over to more holistic analytics reporting.
To use analytics reporting for better understand SEO & Content, there are three important ideas:
- Analyzing Entry Pages as Landing Pages
- Revenue Participation
- Content Consumption: Content to Visits Ratio
Sure there are more, but let’s focus on those three for now.
All Web Pages are Landing Pages for SEO
Modified Screenshot from Google Analytics
(Zero goal data for this example, sorry)
Just as one checks the search engine keyword referrals for pre- and post- SEO reporting, one should also check what pages contribute to SEO and revenue. What pages are acting like landing pages for SEO – that is, the entry page for visitors from organic search engine listings?
The Google Analytics screenshot above, answers questions like “What are the top landing pages for visitors who came organically from Google? And what Goals/KPI did they perform? What is the conversion value?”
“Revenue Participation”: What Content is Generating Revenue?
From Dennis M., COO IndexTools at VisualVenue
Your SEO Team has pushed forward for the creation of several new content areas, but what is the return on that content?
One metric to look for is “Revenue Participation” (though its called different things by different vendors). Basically, “Revenue Participation” attempts to answer “What content on the website helped generate the largest share of revenue?”
The numbers are usually not exact or exaggerated in assigning value, but it has value in signalling to a marketer what content seems to matter to visitors in deciding a particular action (KPI) or conversion.
Content Consumption: Content to Visits Ratio
Via Avinash Kauksik’s Emetrics EFO Reflections Posting
From Avinash Kauskik:
The blue bar shows the type of content on the site: Education, Research, Collections etc. The red bar shows the percent of Visits to that content.
To put it another way â€œwhat are the large chunks of content on the site, what are visitors to our website looking atâ€.
I am sure the insights will scream out at you. 86% of the content was being consumed by 23% of the visitors. For 25% of the visitors were looking at 4% of the content (Research). You can see how this translates into a richer understanding of 1) where the website was focused at that time and 2) what customers actually wanted.
This graph can help point to what area attracts the most visitors and identifying what content either has no interest or needs to be redone to better appeal to visitors. This information can be used to understand what content needs to be built out for SEO reasons.
The biggest challenge to the reports above is to gauge how much of the data will influence your decisions on conducting the next SEO Campaign and also how to explain to your boss/clients what these reports mean and why it is important to you (the marketing guy) and to your boss/client (the person in charge with proving ROI value of your work to their boss).