Its good to know and learn about the various aspects of blogging and the techniques that you should follow to grow.
But, do you really know how your efforts are transitioning into results?
What are you measuring and what they mean to your success?
Bloggers often just rely on Page Views to define their blog’s growth. This is not complete and will not give you actual results.
Meaning, there are 10 different things you might be doing on your blog.
For example, you do content marketing, social media promotions, list building. These three aspects have different measurement criteria and they all need to be tracked and measured accordingly.
Take any digital marketing campaign and you will find three of the most important focus areas.
Reach. Engagement. Conversion.
The following focus areas will help you to Measure and determine if you are blogging efforts are really paying off.
The primary goal for any blog or business is to grow its reach and audience.
It does not matter if you have been online since the 1900’s or just started off, you will need to focus on creating awareness of your blog. This awareness is what we marketers define as reach.
If no one know about you. No one will visit or buy your products.
We apply different type of strategies to gain reach and new audience. Irrespective of your strategy the no of people you are able to reach is vital.
Reach is measured by three parameters as listed below. Visitors, views and returning visitors. I will tell you what to look for in the three sections.
If you use Google Analytics, you should be able to find and track this metrics using the tool.
This performance indicator will tell you how many unique people are visiting your blog on a regular basis.
Why is this important?
Because this tells you how many new people you are able to reach on a daily, weekly or monthly basis.
This shows the success of your campaign. It shows that you are able to reach new readers and audiences consistently.
This is another interesting metric that is often not seen with the right view.
Page views defines how many pages a visitors views on your blog with every visit.
If a reader looks at more than one page, that means they are interested and looking for more.
Always take count of your Unique against your page views to get a ratio so that you know for every visitor how many page views you get.
If your ratio to page views is higher than the visitors that means you are doing a good job of keeping your readers on site for a long time and even writing quality articles.
Another important metrics that one needs to track to understand the number of people who really like your content.
By understanding returning visitors, you will understand that people are constantly coming back to your blog for more information.
The higher the returning visitor the more loyal a reader base you have build. If your a community based site this metric plays a crucial role.
Blogger often omit this metric. I believe that this is a vital performance metric to measure. Lets take a look at a simple example that will highlight the important of the location of your readers.
You might be a blogger from India. But, your target audience is the Americas. When you take a look at your Google analytics location metrics and find that most of your visitors are from Asia Pacific, you can clearly see that you are not targeting the right customer base.
Rather you are getting visitors from locations other than what you want.
This tells you that you need to tweak your marketing campaign to target the right audience and in turn you will see improved results.
Apart from the above metrics, its very important that you focus on engagement.
Engagement can vary from one user to another.
Some consider engagement as leaving a comment, social shares, sending you an appreciative emails, linking your article on their blog or website and so on.
If you are using Google Analytics to measure performance then you have a section to tell you about how people are engaging on your blog.
Apart from Google Analytics, there are several other social engagement tracking systems that allows you to measure and track performance.
How engaging your readers are on your blog, which content was shared the most, or commented on.
These are some interesting metrics that you will be able to get out of your report.
What does this metric tell about your blog?
This is one of the most ignored metrics on your analytics dashboard.
This metrics simply tell you, how long your visitors stay on your website or blog. This gives you a clear indication and understanding of how useful your readers find your content.
Weather or not they want to stay on longer to read more interesting stuff.
The best average page duration for any information rich blog varies in the 1:5 – 2:00 minute range.
This is because, sometimes readers do click or visit your blog looking for something else and leave your site immediately.
This does happen even if your the best blog in the web.
With that aside, if your a blog that is focused on delivering content then its time you started to measure and focus on how long your readers stay on your blog.
All marketers today use social media a medium to promote and market their blogs and businesses.
Its become an essential part of every bloggers marketing campaign.
Google Analytics and almost every other analytics tool out there allows you to measure and track your site’s social performance.
This is an indicator that your site is reaching a larger audience and also if worth sharing.
The larger the shares the likelihood of increased traffic and engagement.
Bounce rate is something that tells a blogger how soon the reader left the site and what was the exit page.
Its important that you keep this at low. This metric tells you how interested reader are in your content or if they are the wrong audience.
I recently wrote an article that talks about the factors that increase your blog’s bounce rate.
Read more: 4 Things that Increase Blog Bounce Rate
If you can keep your bounce rate low you will automatically see increase in page views and readers would stay longer on your blog.
Conversion is defined by the blogger or the marketer. For some it can be when a user signs up to a list and for some it can be when a purchase is made.
None the less, if you are an affiliate marketer or a blogger who is building his or her list then you should definitely track and measure the performance e of your efforts in comparison to the conversions your able to generate.
We all know that list building is vital to any blog to make money. Even if you do not sell anything right now, its alright. Start building your list you will never know when you might need a targeted audience.
Most bloggers are obsessed with email marketing software like ConvertKit and these tools often offer excellent analytics and measurement systems that allows you to see how your optins are performing.
If you are selling your own product I strongly suggest you set up affiliate programs using tools like ShareASale where you can measure and track sales, which affiliates are bringing in most revenue and whats working and whats not.
If you are using affiliate sales methods, then most affiliate product tools and networks already track and measure the sales, clicks, and sign ups your affiliate URL brings in.
That should cover your metrics tracking.
By regularly tracking, measuring and tweaking your campaign you can see your blog gradually grow.
Do you think there are other metrics that are essential to measure a blog’s performance?