Recently we have seen an increase in the importance of content for SEO. Internet users want to find relevant information, and SEO specialists strive to ensure that responses are consistent and visible. The maturity of search engines has meant that SEO specialists must now place content creation at the top of their search engine optimization program.
It’s easy to assemble a few random words and call it a blog post, it’s quite difficult to create content with real value in terms of SEO and will also be well received by your target audience.
In this article we’ll see how to assess the value of your content. SO, let’s start
1. From Classification to Income
Anyone who uses SEO to increase their visibility (and traffic) on organic search engines should measure their results.
Because of the human role in content consumption, and its effect on search engine rankings, it is essential to ensure that your content meets technical and human requirements.
Be aware that here is a difference between measuring the gain in rankings through content, and how you measure the revenue (therefore the value) of that content.
2. Basic Technical Parameters for SEO
Often thought of as “technical SEO” metrics, organic rankings and visibility provide a good initial insight into your content’s performance. This can be done by looking at a combination of on-page or off-page metrics.
> Keyword Ranking: How and where your content appears in the SERPs.
> Traffic: The volume of traffic to the page where your content is hosted.
> Click-through rate (CTR): The percentage of people who clicked on a content page from a search result.
> Backlinks: The number of inbound links pointing to your web pages.
3. Measuring Engagement
This is a crucial area of measurement that shows where and how SEO and content combine. No matter how good your website or its content is, if people aren’t reading it, you have no way of measuring or improving expertise, authority, and reliability. This is what Google calls EAT (Expertise, Authoritativeness and Trustworthiness). This constitutes a set of criteria for assigning scores to the pages of a website.
4. Conversion Rate
Depending on where you have placed your content, the conversion rate can come from several sources.
> Direct: People directly on your site / web page.
> Search: People who found your content on a search engine.
> SEO: People who have viewed your content through a link from another source – another website or social network, for example.
When looking at the performance of a particular piece of content, consider the following metrics, at the page level:
> New visitors to a content page: How many new people are reading your content?
> Interactions on a content page: How do people interact with your content?
> Bounce rate: Do people really take the time to read the content?
> Conversions: How many people are taking action based on content.
5. Social Media Analysis
Beyond how people interact with content on a site or web page, signals obtained on social media can give you a good idea of how people are reacting to your content.
> Reach: How important is the potential audience to read your content?
> Engagement: Do they share likes, tweets, posts, shares and audience growth rate?
> Acquisition: Click rate on pages, referral traffic, social conversions.
6. Revenue Analysis
All metrics should lead to one end result: revenue.
The best way to do this may be to use a combination of the above metrics and apply some form of attribution modelling in areas where it’s hard to see a direct link between a Euro and your content.
> SEO metrics: Rank relative to targeted keywords, quick response results, inbound links.
> Lead quality: New subscribers, conversion and value of content and landing pages.