Analysing content beyond google analytics
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Transcript of Analysing content beyond google analytics
Analysing content: beyond Google Analytics
Jonathan Richardson
ConsideredWords.com #SeriouslyLDN
Recap: Google Analytics• Tells you about your users.
• For those of you unfamiliar, it can tell you:
• how people reach your site
• what search words they use to get there and on there
• how people are reaching your goals (eg clicking on buy, subscribing etc)
• what your most popular pages are and where they leave your site
• what people are doing on your page
Our team had a problemAt Defra (UK environment department) - how do we measure success?
How to convince others we had succeeded in improving content when Google Analytics fell short.
http://webarchive.nationalarchives.gov.uk/20130221085659/http://www.defra.gov.uk/animal-diseases/a-z/bluetongue/ https://www.gov.uk/guidance/bluetongue
Add to what we measureIf Google Analytics is a measurement of output, then text analysis is a measure of input.
Know yourself v know your users.
2. Structural data• headlines - longer is better
• shorter content - shorter is generally better, at least on such a large sample
• readability - better content is easier to read
• keywords - GOV.UK has a style guide so what could we look for?
• user needs - rank those and see which pages had them and which don’t
3. Combine• Combine with Google Analytics data to measure more,
eg:
• sub-headings use
• wording used on links
• readability and conversion rates
Results
• better user needs - set up a panel to review them
• improved heading use
• more visitors to the site
• improved sub-editing and training on what to look for
• improved testing
Summary• you can go beyond Google Analytics and combine it to
squeeze out more insight
• you can analyse your own content before you hit publish
• you can use it to investigate anomalies
• measure yourself
Final thoughts• you still needs an editor's eye
• not measure is going to be 'correct' and many are criticised (eg readability), but we use them knowing the limitations
• choose the measures you understand and can give you a simple output to interpret
• more of the right measures give you more ammunition and evidence for your content
Useful links• Readability:
• MS Word has this feature built in
• hemingwayapp.com offers this (and more)
• Python tools for scraping many documents
• Structural data
• your own eye/count
• Google Docs ImportXML
• scraping (Python, Perl, dedicated tools)
• Combining & visualising data:
• Google Sheets/Excel
• Google Fusion tables
• RAW