If you use a web analytics tool like Google Analytics to track your blog's performance, you can identify what types of content your audience likes and shares. Using that data, you can write blog posts that match your audience's interests, meet their needs, boost social sharing, and increase traffic to your blog.
To help you get started, following are five ways that you can use web analytics data to write better blog posts by identifying what type of content people want from your blog and delivering it through your blog posts.
1. Analyze blog post page view statistics.
Which of your blog posts are getting the most page views? This is a statistic that's easy to track within most web analytics tools. You can look for content that is currently getting a lot of page views or has been trending up and gaining more page views over time.
Once you know which of your blog posts are getting a lot of page views, you can identify the topics that those posts are about. Write more blog posts about topics that are in demand, and be sure to link back to existing posts related to that topic that are already getting a lot of traffic.
2. Assess the popularity of categories and tags.
Use your web analytics tool to identify categories and tags used on your blog that are performing well. Depending on the web analytics tool you use and your blog's permalink structure, you might be able to do this analysis very easily. Topics that get a lot of traffic are ones that you should write more posts about and interlink those posts to maximize overall page views for your blog.
Consider search engine optimization and keyword research as you're evaluating topics that are performing well. Categories are typically broad buckets for content, which you can break into smaller niche topics and write new posts to go after related long-tail search traffic.
It's important to mention that Blogger users cannot create categories and tags but can create labels for a loose blog post categorization structure. It's not as easy to track the popularity of content using specific labels through most web analytics programs, but if your program offers the ability to do so, be sure to use it.
3. Review searches performed on your blog and through search engines.
Most web analytics tools enable you to view the search terms that people entered into their preferred search engine which brought them to your blog. This is extremely useful information that can help you identify content gaps and capitalize on topics that you're already getting traffic for but could write about more frequently.
If you can track the internal searches that visitors to your blog perform using your blog's search tool, then you can use that information to create more content that visitors are actively looking for.
4. Analyze social sharing statistics.
If you include social sharing buttons on your blog posts, you can track which of your blog posts are being shared the most frequently. These popular posts are the perfect starting point to create related content and new posts which your audience has already demonstrated that they like. After all, they wouldn't share your posts with their own audiences if they didn't like those posts.
You can also use the data in your web analytics tool to identify which social media sites are sending the most traffic to your blog. Social sites that are driving the most traffic are probably the ones where your target audience spends time and is where they're receptive to reading, discussing, and sharing blog posts like yours. With this knowledge, you can focus your blog social media marketing efforts on those sites more heavily in the future.
5. Track comments submitted by your blog readers.
Which of your blog posts are getting the most comments? Posts that get a lot of comments are likely to be about topics your audience is passionate enough about that they're motivated to join the conversation. Writing more blog posts about those topics should help keep the conversation going.
You can also use your web analytics program to cross-check blog posts that get a lot of comments with the number of page views and referral sources. Together, this information can help you find correlations between visitors, content that they like, and content that they like so much they are compelled to comment on it. Blog posts that perform well in all areas are ones that you should capitalize on by creating more content on those topics in the future.
Just be sure to add useful posts to your blog. Don't regurgitate the same post content again and again and hope it will continue to get a lot of page views and comments. That's a search engine optimization mistake you should avoid at all costs.