Hello everyone. It’s EkTricks. And today I want to teach you guys how to track the results of your content and set up your analytics correctly. So then that way you canget the maximum results and fine tune and optimize your content marketing efforts for sales, revenue, leads. And it all really starts with Google Analytics.
It’s a free tool provided by Google. And it helps say, tell you, “Hey, here’s where your traffic’s coming from. “Here are the keywords. “Here are the URLs. “Here are the conversions. So you want to go to analytics.google.com and that’s where youcan end up signing up.
You want to end up using analytics to formulate hypothesis about content performance, determine questions to support it, create a report to answer questions with data. And of course, take action and measure the results. And we’ll go through all of these, but first we need to teach you how to set up Google Analytics effectively.
First, you need to create goals. Goals help us measure how often users complete specific actions, such as, joining a webinar or, and clicking that reserve button, or such as, buying a product. And once you have your goals, you want to go into Google Analytics, click on Admin. You want to click on Goals, and then you want to click New Goal. You want to click fromone of the templates and you want to typically click the one that is most relevant towhat you’re looking to do.
Usually you need to givea name for your goal. Your goal should, the name should bewhatever it’s related to and you can put in the type of goal. The goal could be like a destination. Like someone goes to athank you page, or duration, or they do a specific event. And then you want to start defining the specifics. Like if you put in, it’sa specific destination, you’ll want to put it in the URL. So that way it can be tracked. And then of course, onceyou’re done with it, make sure you turn Recording on, so that way you can trackall the data from that goal.
If you already have Google Analytics set up, but you don’t have goal tracking set up, once you do this, your past data won’t update, but new data going forward will have data when it comes to goals. Now I recommend alsocreating multiple alerts within analytics. So Google Analytics alsohas a alert feature. And this is when it notifies you when something happens like, your traffic spikes or drops, or plateaus, or revenue decreases or high bounce rates. That way you don’t have tokeep going into analytics each day.
So you can do this bygoing to your analytics, click on Customization, and you can end up clicking Custom Alerts, Manage Alerts, and then you can endup clicking New Alerts. Once you end up doing that, boom, put in a name and put inthe condition of the alert. You want to save it, and you pretty much make it to whatever you want it to be around. I also want you to use datato make informed decisions about your business.
And this is why analytics issuper important to set up. Note, that all the changes that you make in your business and in your marketing, some will work, some won’t work. When making notes of all of them, you can always go back and undo them. And that’s why I like using annotations within Google Analytics.
So you click the little arrow, helps you set up annotations. Click Create New Annotation, and you can type in whatyou did during that day, and it’s just a little note. So if things go great for you, good. If they go bad, well youcan go back and adjust. And then you can also seehow your traffic is doing year over year, you canhave your timestamps, you have your notes.
What am I doing right? “What am I doing wrong?” And this is super importantbecause you’re like, “Wait, during this time I did way better. “What was it? “Oh, it was from a specific blog post.” And you can end up going to, you know, Site Content, All Pages, and see what type ofcontent has worked better over the years. Is one better, one worse? And that’ll give you ideas on what you should be writing about, what you shouldn’t be writing about. And as you’re going through the behavior, you can also check out Landing Pages in the Site Content section.
You can do the same withsocial media traffic by going to Acquisition, then All Traffic, Source Medium, and then going and selecting social media.
So you can see how your social media traffic’s doing year over year. And when you’re looking at this, I also like looking at Referrals for social traffic, cause I can see specifics from Twitter to Facebook. Some of these havedifferent URLs like fb.com instead of facebook.com.
So just going through each of them and just seeing how it’strending year over year. I also do this with mypay per click traffic, and under Acquisitions, Google Ads, click on Campaigns. If you’re running ads, you can end up doing that as well. When you have your analytics set up, I want you to determine your KPIs. KPI stands for key performance indicators.
What are the main things you should be measuring
What’s important, Well, measure them. Is it click throughs? Is it certain duration, bounce rate, revenue? For me, it’s mainly revenue and overall traffic for brand awareness. So I measure those things. I also look at what keywords I’m ranking from, which ones aren’t. And that leads me into Google Search Console.
Cause in analytics, you’ll notice that itdoesn’t show you everything for the keywords you rank for. But if you go to Google Search Console, you can see each and every keyword you rank for. When you’re in analytics, you’re trying to figure out what works. You’re looking at existing posts to figure out, hey, what’s my performance. How do I tweak it? And you’ll get some data, but you won’t get all the keyword data, which is why you need to goto Google Search Console. So when you go into Search Console and you log in, set it up, if you already haven’t. You want to click on search results. You can see the CTRs, which pages are getting thehighest click through rates, which ones aren’t, howcan you improve those? What can you do to fix them? And typically that involvesadjusting your title tags.
That’s how you increase your click through rate. And usually if you want toimprove your click through rate, what you’ll want to do isrewrite your post content, make it more engaging, include the keywords thatyou’re getting impressions for in Search Console, but aren’t ranking highly for.
You want to include images, surveys, update your title, update your meta description. Outwork your competitor’s content by just creating somethingthat’s more in depth and better than them. Aim for similar keyword densities as your competition. Don’t obsess about this. But whenever it makes sense, try to do it.
And once you update your page within Search Console, go back, and in thatURL bar, put in the URL and crawl it. And whenyou go through the steps, what you’ll find is, Google will crawl those pages more quickly. So that way you canget the results faster.
I also have a case studies andmarket data and field report. We’ve created this to helpyou break down valuable case studies and figure outwhere you can get data from. So that way, when you’reupdating your content, making it better, you can use this. So that way your content standsout from your competition. And you can find this at Sumruch.com/training and click on Content Marketing Revealed, week three, video three, you’ll find the lesson underneath the Article. Next, I want you to setup Google Tag Manager. Tag Manager, you just goto tagmanager.google.com, sign up. And what this allows you to dois manage all your tracking, your IDs, your analytics, all the different stuff thatyou’re doing in one easy place. So just set up Tag Manager. It’s super simple. Once you go in there,you can see, you know, the tags fired on any specific page. What’s loading, and removetags as you don’t need them, so that way your site is continually loading faster and faster over time.
Cause speed really impacts rankings as well. Of course, on top of that, you have to track conversions, from event tracking goals. When you do use Google Tag Manager, a lot of that stuff comes built in and it just helps setthings up really easy when it comes to yourAdWords or your remarketing, or if you’re running YouTube ads.
So that way you don’t haveto do stuff as manual. And of course, last but not least, I want you to set uptracking and Ubersuggest. So in Ubersuggest go to thedashboard, put in your URL, put in the keywords thatyou want to rank for, that you got from Search Console. Ubersuggest connects with your Search Console, so it’ll automatically plugthem in if you don’t know them. Select the ones you want and check your mobile and desktop rankings over time and track your rankings.
Last but not least download and leverage these worksheets and templates. They break everything down step-by-step. From study of Google Analytics to Search Console, to Tag Manager, to making your postsand content stand out. And you can find this allat Sumruch.com/training, go to Content Marketing Revealed, week three, lesson three. If you enjoy this article, I know I went through some ofthe material pretty quickly, but that’s because these worksheets have everything for you step-by-step, and it’sdifferent for every site.
And that’s why I want you togo and use the worksheets. As I mentioned, if you have questions, leave a comment below.