Too be blunt, as a business owner your fundamental goal is to create profit. While there are many other valuable things that your business can bring, let’s not get away from that point. So while people can tell you, until they are blue in the face, that content is king; the real question can onsite content create demonstrable results?
The Moz’s 2015 guide to ranking factors and the Majestic Seo version demonstrate that levels of relevant onsite are key for search engine rankings. However, mention Seo and many SME’s will turn at best defensive and in some cases all out hostile. With the advent of the panda and penguin updates, Google really set its stall in terms of retaining control of that market. Meaning that Seo companies are basically subject to its whim and therefore only the most foolish will guarantee results.
So how can we define onsite content results in a manner that is unrelated to those promiscuous SERPs? Well, harking back to the leading paragraph this would mean a clear cut sale. This could be measured via landing page and ecommerce data. But what if your site isn’t ecommerce? Well the simple answer could be to set your contact page as a destination goal and use that. That, however, falls short in many regards; a call or an email does not equate to a sale. So, perhaps unfortunately, we have to head back to the fuzzy numbers of the larger marketing world.
Onsite Content does have the solace of being a trackable media. From social engagement to bounce rate and all related metrics, if you pick your parameters the results can be proven. Perhaps the simplest is the page views metric. If a page receives loads of visits, it must be popular right? Well, this can be used but its only really a gauge of the title. “Click Bait” is rife on platforms such as Buzzfeed and Youtube, but unless it leads to further interaction with the site, probably isn’t the quantifiable gauge we are looking for. This is where additional metrics such as bounce rate and pages/sessions come into their own. They give a sense of how users entering the page of onsite content interact with the website. If favourable, then it can be a positive indicator.
The new vs returning statistic can be a good indicator for proving the worth of content for information based sites. While in the case of ecommerce sites, the conversion will always be the victor, a returning visitor to a service/ information site should be attributed as a win. Perhaps a softer metric to consider is the time on page. This metric gives a sense of how thoroughly the user reads the page. Conversely it basically states how long they had the page open for!
So if we at Ponya Content had to put our pin in the map for a single metric to define the demonstrable result of a piece of onsite content we would opt for the “next page path”. To put it simply, this metric demonstrates that the piece of content was engaging enough to entice the user further into your site. This allows you to test the general effectiveness and the calls to action within the content.
To contact the team about how to create onsite content that generates results, click here.