Your content’s performance determines your website’s success (to a greater extent). Creating, posting, and then praying for the best. It doesn’t work like this. Monitoring your content to analyse your website’s performance is essential. You have to do the most you can to ensure a reputable future for your website.

So what are the metrics for measuring and improving content performance?

• Website traffic
• Bounce rates
• Time spent on site
• Keyword rankings
• Conversions
• Engagement on social media
• Email opens

These are some major metrics that will be helpful for content performance analysis and reporting. 

Here’s a friendly guide that will help you formulate and efficiently process these factors to get the maximum benefits.

• Website Traffic

Using SEO tools for analytics will get your hands on data that will help you recognise the area in your website that needs improvement. Analytics tools will help you get better search rankings and you will also be able to know how visitors use your website, what content they engage the maximum with, how much time they spend, their demographics, and there’s much more.

How can you improve website traffic?

• Investing time in prompting and spreading your posts to the target audience. Make users notice your work and secure a significant place in their minds.
• Using social media platforms to connect with your networks. Constantly mark your existence, and engage with people through comments, stories, posts, everything!
• By informing your subscribers through emails about your activities. Keep them updated and make them believe you have much more relevant content for them.
• Optimising your content will generate more traffic. Invest more time and effort in finalising a headline. Keep things engaging. The content users view at the very first glance, i.e., the meta title, meta descriptions, and headlines have to be intriguing enough to make users click. 

• Bounce rates

The bounce rates reflect the number of users who get on your website just to click on the back button and go to the SERP within a split of seconds. High bounce rates might mean that the website content isn’t up to the expectations of visitors. And this can result in a decrease in your website rankings.

What are the ways to improve bounce rates?

• Stop making the visitors wait for the site to load. Minimise your page-loading time. Keep the attention and interest of visitors, don’t let it loose.
• Format your content in an easily navigable way. The lesser the efforts demanded by viewers more will be their interest. You may use interesting and appealing visuals to break the monotony of texts and make people stay longer.
• Communicate with people. Ask questions, and get into a dialogue with them. Make them feel valued and reply promptly. Keep them engaged.

• Time spent on site

The more quality time visitors spent on your website, the more will be your chances of monetisation, and conversions, and the search engine will recognise your content as valuable.

How can you increase time on site?

• By interlinking articles. With interlinks, you can refer to the viewer’s posts that might be of their interest.
• Make sure the loading speed of a page is not too irritating. Even if the posts interest the viewers, they might leave because of the long page-loading speed.

• Keyword rankings

Asses your keyword data and its performance through SEO tools such as Google’s Search Console Queries Report. You can learn about the impressions, clicks, average position, and click-through rate of your website content.  

How can you increase keyword rankings?

• By revising your content. Check whether you have mentioned relevant and enough details or not. Compare whether your content can be preferred over others. If not, then try for another draft. Don’t just increase the word counts unnecessarily. Make sure that it adds value and relevance. Mention those topics that your competitors are lacking.
• Checking your keyword is yet another important thing. Use the keywords and phrases in a way that serves the purpose of your viewer’s search. Make it catchy and relevant. And do keep SEO and algorithms in mind. Use SEO tools and analytics to evaluate the keyword performance and proceed accordingly.
• Including semantically related keywords is essential. This will give your content more meaning. This will reflect both viewers and Google that your website covers a topic in-depth. This allows users to use multiple search terms and attracts a wider audience.

• Conversions 

Just increasing the number of visitors won’t suffice. When these visitors perform actions that you want them to, then it’s something to be happy about. Whether you want them to take up a questionnaire or download a free audiobook, subscribe for emails, make a purchase, or anything else, measure your targets to enhance content performance. 

SEO tools like Google Analytics Goals state the number of people who engage and complete your set goal which further contributes to your brand’s growth. 

So how to increase conversions?

• Having a CTA is essential. Directing your visitors towards a specific action helps them to engage well. You might ask them to share, subscribe, comment, subscribe, or anything else. Having a clear call to action always helps you as well as your audience. But make sure it’s put forth in a convincing and not commanding manner.
• If CTA doesn’t work, try reframing it. It might be the problem of word placement or something similar. You can change the position of CTA on the page or place it on a different content page, change its icon, size or colour. Using an interacting image might also help.
• Improve your expertise, and authority, and present your page as a trustworthy site. Attract links from a well-known and reputed website, produce a quality content by adding referenced sources, and be easily approachable and contactable online. 

• Social media engagement

With social media, you can be at the right place at the correct time. Use SEO tools and measure your performance and see what areas you can improve in. 

Looking for ways to improve social media engagement? Here’s what to do:

• Being specific about your social media goals. When you are clear about what you desire to achieve, it will be easier to evaluate your growth and the areas you need to work on. Thus, building brand awareness, increasing engagement and generating traffic are essential metrics.
• Keep evaluating your performance regularly. The more consistently you collect analytics and data, the more you get the opportunity to learn and grow your social media presence. It’s not that you immediately will get extraordinary results, it takes time, be calm.
• Know your target audience, and the ideal customers. Get into conversations with the visitors, not random but meaningful and valuable ones. Understand your customer’s needs and desires and proceed accordingly.
• Give prompt responses to social media users when they try to connect with you and be available. Social media allows you to connect with the audience smoothly, and grab the benefits of this.

• Email opens and click-through rates

Look for the open rates and compare them with the other businesses’ open rates. This will give you an overview of the performance of your mailing list. Keep in mind to check the click-through rates, bounce rates, and the number of unsubscribes.

How can you improve your email campaigns?

• Choose the perfect time. The day and time your mail is sent should grab the attention of the receiver. Don’t send the emails, say Monday morning when (if your audience is the working adults) the receivers are busy gathering themselves and making a to-do list for the entire week with tons of workload. 
• Put an attractive subject and use keep that CTA on point too.
• Write what the audience is in utter need of. Flooding email boxes with irrelevant messages only helps them unsubscribe, so beware of this.

Conclusion

Wrapping up, it’s helpful to seek guidance from the SEO experts from Content Marketing Companies in India who are offering their expertise just to lower your burden and ease your content marketing task.  

Content for blogs and websites or anything else on the search engines needs in-depth and smart search engine optimisation for best performance. There are SEO tools to help you extract the best possible results.