These are three other very important traffic indicators that help identify the quality of your visitors
and your content.
If the audience you’re attracting is consuming more and more pages on your site, staying on
your content for longer periods of time with each visit , and frequently interacting with your blog,
it’s a sign that you’re attracting the right people .
While not as efficient an analysis as a conversion analysis, it helps demonstrate that this can often
indicate a failure in your conversion points, rather than the quality of your traffic.
analytics
Most visited pages
Most visited pages are an important factor in america phone number list understanding the value of
your pages and the performance of your blog as a whole.
For example, some of our content here at Rock is of enormous value to us because it drives a lot of
traffic. Especially when that traffic has a high potential to go through our sales funnel.
A good example is our Digital Marketing publication:
That content alone generated over 25,000 views on our blog . And it’s a gateway for many clients here
at Rock.
So, tracking the performance of your pages is essential to understanding your traffic as a whole, and
especially to tracking traffic declines and growth.
The standard analysis when we want to check the pages of our website / blog is to select the month (or quarter or week) and compare it with the previous month.
This is a necessary analysis and should really be done constantly. However, it can hide valuable
information. A good tip is to invest in this search:
This is because the selected month is what Analytics will use as a basis for comparison, meaning it will
show the pages with the most access for the initially chosen month.
Note the difference in the analysis when the starting point was August:
When the starting point was July:
When you use the previous month as a baseline, it’s easier to identify pages that were performing really well and aren’t doing so now. A good example of this was when we had an indexing issue with our Content Marketing page .
Despite being one of the most important contents of the blog (after all, it is our core business ), it is
not the content that receives the most traffic, nor does it usually appear among the 10 most visited
contents.
When we reverse the months, we noticed that the Content Marketing post was in the top 20 in the
first weeks of December, however in the last few weeks it had zero hits.
Perhaps without this action we would not have noticed, since we were still in first place on Google (but
with another page), and it is usually not among the most visited, so it was difficult to perceive the drop
in traffic.
This little story only shows the importance of this research, investing months and continuing to search
for more information with the data we have.
Identifying the reasons for traffic decline or growth
More important than finding declines the key aspects of technical seo include: or growth is understanding why a page lost or gained traffic.
Below we will give you some suggestions for analysis that can be, and often are, the reasons for traffic variations:
- Gain/loss of positions in the SERPs .
- Gain/loss of SERP features such as Featured Snippets , People Also Ask, Carousel.
- Organic page CTR has decreased, it refers to the percentage of clicks that organic SERP results receive. Often, Google places a graph or knowledge panel, increases the number of ads on the page, which affects the number of clicks on organic results.
One tool that can help you see the CTR of a specific results page is Moz’s Keyword Explorer.
- Seasonality of keywords , since some keywords have a large variation in traffic at certain times of the year, for example: Christmas, Easter eggs and the World Cup.
- CTR (Content Performance), the number of clicks on a specific page dropped in the SERPs.
Traffic summary
Current situation:
- growth consistent or not caseno email list with that expected for that period;
- traffic to the most important content;
- conversion performance and traffic quality.
Opportunities (next steps):
- identify opportunities from declines and increases;
- content that lost positions;
- SERP features available;
- seasonality, location, among others.
A good traffic analysis is essential to help with content and keyword analysis.
Content analysis
A good SEO analysis should go through your blog content . First, you need to identify which posts are the most important for your website/company.
The most common thought is that the pages that generate the most traffic are the most important for a website. And this isn’t necessarily true. As we said, traffic can often be a vanity metric.
As an example, look at the pages we actually consider the most important at Rock Content:
There are several pages that generate much more traffic than the featured ones, but when we think about our market and the services Rock offers, these are the pages that educate and drive our potential customers through our conversion funnel .
Therefore , the main pages are not those that generate the most visits , but those that have the greatest business potential. Or a balance between the two, like those above.
Once these top pages have been identified, we need to audit this content. What is quality content? How do I evaluate my content to see if it really deserves to be at the top of Google?
We will analyze some key indicators to identify that quality, factors that tell Google whether the content has quality or not.
User intent
The first evaluation your content should receive is: does it really respond to the user’s search intention ?
To do this, it is essential to analyze the results that Google considers most relevant and the topics they address. The following metrics are also indicators of whether this intention is being answered or not.