Content or design? Using analytics to identify your problem

editorial analytics

As an industry, online publishing has gone through a series of obsessions. From ‘Content is King’ to information architecture (IA), SEO (search engine optimisation) to SMO (social media optimisation).

Most people’s view of online publishing is skewed towards one of these areas. For journalists, it’s likely to be SEO; for designers or developers, it’s probably user experience (UX). As a result, we’re highly influenced by fashion when things aren’t going smoothly, and we tend to ignore potential solutions outside of our area.

Content agency Contentini are blogging about the way they use analytics to look at websites and identify which of the various elements above might be worth focusing on. It’s a useful distillation of problems around sites and equally useful as a prompt for jolting yourself out of falling into the wrong ways to solve them.

The post is worth reading in full, and probably pinning to a wall. But here are the bullet points:

  • If you have a high bounce rate and people spend little time on your site, it might be an information architecture problem.
  • If people start things but don’t finish them on your site, it’s probably a UX problem.
  • If people aren’t sharing your content, it may be a content issue. (Image above. This part of their framework could do with fleshing out)
  • If you’re getting less than a third of your traffic from search engines, you need to look at SEO

Solutions in the post itself. Anything you’d add to them?

5 thoughts on “Content or design? Using analytics to identify your problem

  1. Desi

    They (Contentini) say that when it’s a SEO problem, people have to choose low competitive key words. But it’s very difficult to change your key words when you’ve already set up your website and identified your key topics. Does it mean that we have to give up and change the focus and the purpose of our website? Becuase starting to write articles with different (even similar) key words will automatically cause that.

  2. Paul Bradshaw

    I guess the answer is probably ‘yes’, because it indicates that your focal keywords are failing to achieve the objectives set, so you have to start again with new ones. That said, if they are related keywords then the previous effort won’t be wasted because they will be semantically related.

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