Google Analytics provides powerful insights. Granted, the amount of data can be staggering. And you can slice and dice it hundreds of ways.
Those with the interest use this data to improve website performance.
You want a content creator who is mindful of at least three key analytics measures.
1. What Is the Bounce Rate?
A bounce is when a visitor arrives on a page and quickly leaves without visiting another page. It’s called a “single-page session.”
This isn’t a problem if you’re offering up the distance between Denver and Des Moines.
But too many bounces on a health care website and Google makes unhelpful judgments about your website content.
While acceptable bounce rates vary, most experts recommend aiming for 50% or lower.
Besides poor-quality content, a high bounce rate could mean misleading title and description tags.
Writing effective metatags is truly an art form. Use them to “sell” the information on each page. Not only are there length restrictions, you must accurately describe your content. Without overselling it.
2. How Long Do Visitors Stay?
One way Google measures the authority of your website is recording the length of each visitor’s stay.
It’s not a perfect proxy. However, Google assumes longer stays mean more engaging content. Especially if the visitor clicks through to many other pages on your site.
Effective website writing can influence both time on page and session length with:
• Content that is easy to scan
• Relevant, high-quality information
• Sufficient length and depth
• A helpful internal linking scheme
• A call-to-action on each page
The key is to provide content that visitors seek. Which, in the health care, is quite different from other types of online research.
3. Which Pages Are the Most Popular?
Remember, Google doesn’t rank websites. It ranks pages. Naturally, some pages generate more traffic than others.
Analytics provide a guide for which pages deserve extra love. Plus, you’ll want to pay special attention to the most trafficked pages. That’s where you’ll want to place internal links to:
• Special or limited time offers
• Newsletter subscriptions
• Related blog posts
• E-books or other free assets
• Timely news or announcements
If you want quality website content, you need a writer who understands Google Analytics.
Arrange a free, no-obligation Content Consultation to discuss your project.