Google's new update on People First Content, has made it evident, that content is king!
The online marketing agency in India work on Google analytics, and other SEO tools to measure the metrics of content published on any website. But measuring the metrics is tricky, and without enough knowledge, you cannot able to address problems and find the solution for better reach and growth of the business.
To begin with, let's talk about what metrics are used to calculate content engagement rates. The blog will also discuss some key points that will help you get better as a content strategist at an online marketing agency in India.
What Helps In Calculating Content Engagement?
Mostly for the growth of any website content plays a crucial role. It attracts visitors and gains trust among consumers so even after the sales are made, they trust you or reliable information. Content drives business, so when it drives business it must be measurable. This is why there are a few metrics that help you to track down content engagement.
1. Page Views
Online marketers use Google Analytics to track traffic to a specific page. But, this doesn't mean it is the most important metric to measure. If you are running an online campaign, you may gain a lot of visitors to your profile, but that doesn't inform you about content engagement.
Note: It is important to remember, that we all have habits o opening a thousand tabs at once. So when you put your device on sleep and open it after a couple of hours and a tab opens, it generates a view. This doesn't mean you are necessarily opening the page for purpose of the purchase, but it can impact google analytics.
So, if the page previews are up, but other content engagement metrics are down, it is a sign you either have too many tab hoarders, or the content is not performing that well.
2. Session and Per Page Session
Google Analytics measures content engagement based on how long someone has spent time on a particular post. The time spent is critical to engagement. It can be said, "the longer consumers linger, the higher content worth of their time".
So, say your goal for writing content is increasing traffic on the website or converting them to sales, this analytics will give insight into the session of a reader on a particular page.
But to learn which content is performing better than others, you need to dive deeper. So, for instance, your content has over 1lakh views, and another content has 50K views, but when you calculate page views per day based on the date of publishing, you will get which content has better sessions than another.
It enhances you to understand why some content works better and what is the factor that is driving the engagement on a particular page.
3. Bounce Rate
An online marketing company in India always finds ways to lower the bounce rate for websites and pages to increase content engagement. Bounce rate is the metric that determines the time spent on the page. It shows how many people have seen your page and how quickly they left it.
Bounce rate is one o the factor that helps Google determine, whether the page should rank higher or lower. If your page is getting 10 leads in a day out of which 7 are bouncing off, then the content engagement is low.
You can improve bounce rate by improving the product page, content, user experience, and internal linking.
4. Conversion rate
For most businesses, the conversion rate is one of the critical parameters to track content engagement. Not all content has a call to action for purchasing something, but if you are planning your content will gain subscribers or more people will read the newsletter, the content is linked with a definite marketing goal.
The high conversion rate indicates the content is engaging and attracts the reader to stay on the page and hope for more from your website. Once you list down the content with a good conversion rate you set appropriate conversion goals. So, if your newsletter subscriber is shooting up, you must be aware of how and where to use the resource you are getting for free.
5. Email Signups
It is always the goal of the marketer of an online marketing agency to generate traffic into potential leads and convert them into paying customers. But is your consumer ready to convert? Or is the conversion possible?
To get email signups the content must have a call to action. I have asked a lot of readers why don't they signup for emails for updates, and their answer is typically they skim the article and miss out on a call to action!
Firstly, to increase conversion and email signup, always think if your content is device friendly. This means how many visitors will easily see the signup form. For this, you can use Google Tag Manager. Through Google Tag Manager, you can check the H1, and H2 of content, and if you analyze it in the form of a funnel, you can see which tag will convert the consumer and has a class of CTA.
In this, you can calculate how many people saw the CTA, what was the view-to-CTA rate, and how many of them converted.
Conclusion
Tracking the content is making the cost of your content marketing. It is important for the growth of the website and businesses, as you are providing valuable information in exchange for conversion. The online marketing agency India uses built-in tracking tools such as Google Analytics and Tracker, along with other AI tools like SEMrush to understand your content's SEO.
Commentaires