While you can have your digital team sort things out for you, the data around your webpage brings you a wide range of information. Using this data while strategizing will help you hit those goals on point.
The war to locate your site higher up on the search engine ranking is a clear goal. Here’s a breezy walk-through to a healthy website.
Analytics and Search Console
Measuring user engagement and being able to get data on point of view, website content variables without months of the hunt for data, has its charm. You are provided with gradings of your website which allow you to sight the problem. It gets better, you also get easy feedback to reach the pedestal you want.
Search console reports the performance of organic traffic, you can look for user queries, search impressions and post-click data.
Google Analytics tracks the visits to your page and keeps a dependable record for your site related plans. Customizable reports, easy integration with other platforms, measuring internal site search, geolocation, audience categorization are just some of the services provided. It even sniffs out the reason for the bounce rates!
This would be the place to get valuable insights that help you improve website performance.
Reader Engagement
Average session
How much time does a reader spend on your site. As a content creator, you need to know the difference between a click and a read through. This allows you to understand the level of engagement. Filtering out active readers narrows down your focus.
New v/s Returning
While readers can seem generic, you can categorize the new users on your site from the returning ones. This helps in strategizing and maintaining workflow with your editorial team.
Scroll depth
The tool allows you to find the level of the scrolls in percentage, for every individual story. If you’re curious about the clickbait success, this would sure narrow it down.
Story reactions
The users appreciate a platform where they can interact. Having a comment section will increase the discussions around the story. Even simple likes or dislikes give you an easy assessment of your reader’s behavior.
Page views
Keeping a clear chart of page-views helps determine the user flow. The new traffic versus the returning users count helps establish the site reach as well as reader loyalty. Both, crucial elements for building strategies.
Bounce rates
In simple terms, the bounce rate is the rate at which a reader moves from your site. A bounce rate between 26 to 40 works to your advantage.
Performance
Search Impressions vs Clicks
A search impression is simply the appearance of your content in front of your potential reader. A click however is the active viewership, the number of people who have clicked and read your content.
Discover traffic
Google discover works as a feed where it supplies users with curated and relevant stories. This helps you understand how to simplify your website to get higher up on the feed.
Sitemap
A sitemap allows search engines to find and index all the components of your website. It also teaches the search engine the important bits of your site. Upon processing sitemap successfully, google provides you a report that can help you understand the red flags you need to fix. This would also tell how the pages google has indexed from your website.
Pagespeed insights
The metrics used by Google to study your website measures three main factors – Loading experience, Site interactivity, Visual stability(LCP, FID, and ClS ). With google’s grading, you can narrow down your weaknesses which further allows you to work on a granular level.
Google Discover
Monitor your stories on the discover page. This is the feature by google that curates content with a user targeted approach.
Use Sitemap to check if your web stories have regular reader involvement. Keeping in tune with your readers allows you to understand their needs. You are given access to when the story was last read.
Configure google analytics goals and tracking for email registration, subscription, sales, event registration and lead generation. Ease your workflow by using tools available easily for an enhanced web experience.
According to Reuters 2020 news report, Search engines are now the third most important traffic source to news sites after direct access. Ensuring you know where you gain your traffic from aids sighted growth. Search trends are easy to find and aid relevant story updates. When you run out of ideas, you can always make use of search trends. You get verified information on niche trends as well as global ones.
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This article is reprinted by permission of Quintype from its newsletter dated 25 August 2020.
