How to Measure Blog Performance Using Google Analytics Dashboards
In an age where consumers have so many choices at their fingertips, it’s important to demonstrate thought leadership and provide quality content, differentiating yourself from your competition. Hosting a blog on your site is an excellent way to do this. In addition to boosting your site’s SEO performance, blogs can help establish credibility and gain influence.
If you already have a blog on your site, how do you know that it’s working?
Every blog should be measured against and accomplish the following objectives:
- Increase site traffic (especially from non-branded keywords)
- Promote engagement and content sharing
- Drive leads
When tracked effectively, all the inputs that factor into these objectives should be accounted for. Close monitoring and optimization based on performance data can boost its effectiveness dramatically.
Below is a link to the dashboard I use to monitor our Digital Bungalow blog. It’s important to note that each widget uses a filter to include all pages that start with ‘/blog/’. If your blog pages’ URLs begin differently, you will need to edit the widgets. Additionally, you must be signed into the Google account associated with your Google Analytics instance when you click on the link below. It will take you to your account so you can designate the web property for which you would like to use the dashboard.
Because we strongly believe that the only data worth monitoring is actionable data, below are some questions to ask yourself and suggestions for improvements based on what you’re seeing on the dashboard:
- A strong blog leans heavily on organic and social traffic. If that is not the case for you blog, what actions can you take to increase traffic from those sources? Do your articles include social plugins and are you promoting them on social channels?
- Do the keywords driving traffic to your blog match blog titles? If not, you should take a more strategic approach to choosing your blog titles. Blog titles should match non-branded keywords that will drive quality traffic to your site. You should also make sure the title is included in major page elements (URL, Meta Description, Title Tag, H1 Tag)
- Are people accessing your blog on mobile/tablet devices? If yes, does your blog have a mobile friendly design?
- How does your bounce rate compare to industry benchmarks (generally bounce rates should be below 50% if you cannot find an industry figure)? Do you have anything on that page to encourage further site exploration or do users have nothing to do once they’ve finished reading the article?
- If you aren’t getting many conversions from your blog traffic, how can you make conversion points more accessible from your blog (e.g. putting a contact form at the end of each article, etc.)?
Have questions about your blog's performance? Give us a shout and we can help you understand what you should be looking for. You might also want to check out our Getting Started with Google Analytics resource.