{"id":148,"date":"2011-06-14T23:05:11","date_gmt":"2011-06-14T23:05:11","guid":{"rendered":"http:\/\/www.write-angle.com\/thewritestuff\/?p=148"},"modified":"2011-06-14T23:15:06","modified_gmt":"2011-06-14T23:15:06","slug":"the-web-site-metrics-your-content-must-drive","status":"publish","type":"post","link":"https:\/\/www.write-angle.com\/thewritestuff\/the-web-site-metrics-your-content-must-drive\/","title":{"rendered":"The Web site metrics your content must drive"},"content":{"rendered":"
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\"Manometers<\/div>\n<\/div>\n<\/div>\n

How do you gauge your content when it comes to driving traffic to your site?<\/strong><\/em><\/p>\n

We counted five metrics described today<\/a> which are amazingly similar to the ones we consider key gauges on the web-content dashboard.\u00a0 Because the world in which we now market and sell demands that we do those things that are necessary to be found online<\/em>, the name of the game is to enable more and more of the people you’re interested in to find you<\/em> there.\u00a0 And, as study after study shows, the way you do this most cost effectively is to generate a steady stream of content intended to establish your credentials as a worthy exponent of whatever it is those people are looking for or researching.<\/p>\n

1.<\/strong> To create smart, hard-working<\/em> content, the kind that attracts real prospects and prompts them to take the specific actions you call for, you first have to identify the content that’s hardly<\/em> working.\u00a0 Expecting a different result from doing the sames thing(s) repeatedly may or may not be a definition of insanity but to us the definition of smart marketing content is anything that draws the right people to your site and entices them to take the action you want.\u00a0 To begin creating it, it’s important to know about a landing page’s “bounce rate”<\/strong>: the amount, expressed as a percentage of the visitors who did not take the action you called for, or just abandoned your site after looking at that page.\u00a0 Any landing page with a comparatively high number (compared to other landing pages) will tell you what is and is not working for you — and your visitors.<\/p>\n

2.<\/strong> A landing page that gets people to do the thing(s) you want, such as request a whitepaper or e-book or provide their contacts (or all three) is said to have a high “conversion rate”<\/strong>.\u00a0\u00a0 Comparing the conversion rates among your pages is another way to weed out ineffective content or a weak call to action. Importance of landing pages is hard to overstate because this is usually the first impression you make on a visitor.\u00a0 It is step one in a casual visitor’s\u00a0 “conversion” to hot lead — and a sale.<\/p>\n

3. Traffic sources<\/strong> reveal where your visitors are coming from when they first arrive. It’s top of the funnel where you can learn where people found out about you.\u00a0 It’s the metric by which you judge your SEO efforts to see if your organic search volume<\/em> increasing. “If you\u2019ve been doing good social media promotion, then you should see a lot of referral traffic from social media sites and blogs”, says the Web consultancy Hubspot. “Every business will have their own mix of organic, referral and direct traffic, so it\u2019s important to watch over time so that you can track how your various marketing channels are driving traffic to your website”.<\/p>\n

4. <\/strong>From your site’s keywords<\/strong> you can determine which terms people use when they go to Google or Bing or wherever, and your site shows up.\u00a0 Keywords tell you what terminology people use when they find you or when they’re researching your category. They also provide insight about the things people were thinking about when they discovered you. It’s obvious why your keyword strategy is, in a word, key<\/em>.\u00a0 But don’t forget to see if, and how much, traffic is being generated by words other than what you’ve been optimizing for. When you uncover them, start creating content around them.<\/p>\n

5. <\/strong> Finally, there are the visitors<\/strong>, the actual number of unique individuals who have been to your site. An important read-out, yes, but not of primary<\/em> importance. It is not a reflection of your site’s intrinsic strength of content.\u00a0 Which is what you need most. You want your site to draw traffic on its own, by virtue of its content.\u00a0 Some of your visitors may have influenced by off-line promotion or off-site campaigns.\u00a0 Good, but not cost-effective. You want your web site to self-sustain. And this is exactly what great content enables.<\/p>\n","protected":false},"excerpt":{"rendered":"

How do you gauge your content when it comes to driving traffic to your site? We counted five metrics described today which are amazingly similar to the ones we consider key gauges on the web-content dashboard.\u00a0 Because the world in which we now market and sell demands that we do those things that are necessary […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[52,37,9,8],"tags":[69,70,72,71,73,68],"class_list":["post-148","post","type-post","status-publish","format-standard","hentry","category-content-marketing","category-marketing","category-online-content","category-testing-content","tag-bounce-rate","tag-conversion-rate","tag-keywords","tag-traffic-sources","tag-visitors","tag-website-metrics"],"yoast_head":"\nThe Web site metrics your content must drive - The Write Stuff<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.write-angle.com\/thewritestuff\/the-web-site-metrics-your-content-must-drive\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Web site metrics your content must drive - The Write Stuff\" \/>\n<meta property=\"og:description\" content=\"How do you gauge your content when it comes to driving traffic to your site? 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