The simplest way to build readership is to write about what your readers what to read about!
Google Analytics is the perfect tool to determine a: what they are searching for; b: what your readers want to read; c: their level of engagement.
Knowing these three statistics provide the perfect “snapshot” into your reader and will allow you to really tailor your content to fit your set of readers.
Statistics to Focus On ::
1 :: Organic Search Statistics
How to find in GA ::
- Login to your Google Analytics account.
- Go to the “Reporting” tab in the left column and go to “Acquisition”
- Drill down to the Channels > Organic Search
- Make sure you are looking at the last 3 months of data
What to Look For ::
- Top 10 List of Keywords/Phrases :: These are the top keywords visitors are using to find your blog content.
- Topical Keywords/Phrases :: Find the keywords or phrases about specific topics.
- Growth-oriented Keywords/Phrases :: Look for terms that have driven new visitors to your site.
How to Grow Readership through Organic Search Strategies ::
- Create a list of your top searched keywords and develop blog posts tailored to those themes. Having posts targeting these topics will likely lead to new readers since statistically they have in the past.
2 :: Your Top Blog Posts
How to Find in GA ::
- Login to your Google Analytics account.
- Go to the “Reporting” tab in the left column and go to “Behavior”.
- Drill down to Site Content > All Pages.
OR - Go to “Behavior” > Overview and Select the “Page Title” option under Site Content.
- Look at the last 3 to 6 months of data for your top blog posts.
What to Look For ::
- Posts With High Pageviews :: These are the posts that your readers find most popular. It gives you an idea what they ARE reading about.
- Older Posts Generating Traffic :: Look for older posts that are still generating traffic months later. Considering writing more on that topic.
- Look For Keyword Matches :: Check out your list of Top 10 Keywords and see if any post subjects match those keywords. There is a relationship indicated here.
How to Grow Readership through Your Top Blog Posts ::
- This statistic gives you a real-time accurate picture as to what your readers are actually reading. Find topical themes to tailor building more like-minded content on these subjects. Your readers have spoken and they are interested in more!
- For older posts that are still getting top traffic, go edit it and maybe add some calls to action so you can take advantage of all the new readers that are continually finding that post!
3 :: Analyze Audience Engagement
How to Find in GA ::
- Login to your Google Analytics account.
- Go to the “Reporting” tab in the left column and go to “Audience”.
- Then drill down to Behavior > Engagement.
What to Look For ::
- Visit Duration :: Indicate how long your visitors are staying on your site. The higher the number of seconds the better as it equals more engagement/reading.
- Page Depth :: Indicates how deep visitors are navigating into your site. Again, the higher the number of pages the better as it equals more engagement/reading.
How to Grow Readership through Audience Engagement ::
- Find ways to keep visitors on your site longer. Not by increasing the length of your posts as this may have the opposite effect, but by utilizing a plugin like nRelate that shares related content at the bottom of your posts or link to posts within your post.
- Give visitors multiple ways to navigate your site. People use websites differently. Be sure you are using your sidebar for navigational purposes by including a category list or access to your archives.
It is important to use Google Analytics not just when you remember, but on at least a monthly basis to keep a good tab on what your readers want.
Happy engaged readers will result in more word-of-mouth referrals, social sharing of posts and increase your readership!