Who’s been looking deep into your website?

The start of a new year is always a good time to take stock of where we are, and one thing I like to do is to audit my website content. This is not a step-by-step guide to doing the same thing as I do, because it’s important that you generate the data which you need, not data for its own sake. But the report which I like to generate – and it takes a bit of fiddling – is a traffic count for all the pages on my website, with the number of views each one got, the % which were entrance pages, and the % which were entrance pages for visits sent by search engines.

A potential mistake to make – if you have a big site with lots of obscure pages – is to just take the data from Google Analytics, forgetting that some of your pages may not feature there at all, if they didn’t get any views. The Screaming Frog website crawler (free if your site is under 500 pages) is a better approach, as it can link to Google Analytics and give you a more complete picture. You may need to set up ‘segments’ in Google Analytics to filter in just the search engine traffic. Alternatively, if you’re a wizard with spreadsheets, it’s fairly straightforward to merge reports from different systems.

Be prepared though: the report may not make for great viewing if you’ve written a lot of fairly throwaway content for your website. It never ceases to surprise me how many pages are lurking at the bottom of the report with just one or two views. But not everything can be a success with content marketing. What may be more concerning is if there are large numbers of product pages with little or no views. What was the problem there? Was it the website, the marketing or the product itself?