Measuring content quality is vital to ensure increased website traffic, better brand presence, and more conversions. Content quality does not necessarily translate to measuring grammar and context clarity of it. But it is mainly rooted in how well the content performs in the digital world, as in how well it is received by the target audience. There are a lot of metrics presented by marketers to gauge content quality, such as site traffic and search rankings. However, none of those metrics translate to good content quality.
Explore the metrics, tools, and other details in this article.
Content that brings in a lot of search traffic or content that ranks well due to the choice of keywords is not necessarily effective. The reason for this is that a very ‘metric’ focused content generally impacts the quality in a negative way even if it generates a considerable amount of traffic.
Engagement is the key; content created needs to be tailored to your target audience and has to be informative. This is what translates to good quality content. If your content ranks higher in the SERP but doesn’t engage the audience or lead to conversion, then probably you will need to take into consideration the ring of the ‘warning bells’.
What does Quality Content Mean?
Quality content refers to content that is highly informative, addresses the target audience, understands their requirements, and empathizes with their challenges. It could be represented in different ways, either through short and crisp sentences, innovative infographics, or even an audio-video presentation. The key is to adhere to these points and generate content accordingly. Once the content is live, you need to measure its quality on the basis of how deep an impact it has on your audience. As a next step, you need to look for gaps where the content has not performed well and make amends to ensure that it stands apart from the competition.
Whether improving the existing content or creating new content, a content engine is vital to ensure good content quality. The best way for this is to create content after thorough research about your target audience, understanding their core requirements, and determining how they respond to it. With increasing competition and numerous metrics to measure quality, it is essential to understand the performance metrics and know how to gauge content performance.
Tools to Measure Content Quality
Businesses that post content online need to keep tabs on the content quality and tune their strategy to suit the target audience better and ensure increased engagement while adhering to the search engine algorithms. To get the best of both worlds, there are tools that help you to engage with the audience through better content and suggest ways to optimize the existing content to boost traffic and conversions.
Let’s delve into some important tools that help you measure the quality of your content.
Google Analytics is one of the most popular tools used across industries to gauge content quality. It helps you to source data for custom events and goals such as purchases, page scroll depth, and downloads. Also, it assists you to understand your audience at a deeper level with all the provided data which can be used in the analysis of your buyer persona and its personal preferences.
In some cases, you can also understand the nature and key aspects of visitors through their browsing behavior. Keeping tabs on your content’s position is the key to understanding the performance of your content. Google Search Console is best suited for tracking your content’s average position for CTR, target keywords, and mobile usability.
SEO tools like Moz and Semrush are essential for online businesses as they form the backbone of understanding the changes in ranking. Handling clients can often be challenging; with SEO tools, you can track backlinks and run SEO audits to understand whether the content performs satisfactorily. They also help address issues with code or optimizations and nip them in the bud.
Another essential tool is the page speed tool, as it is crucial in letting you know whether you deliver a great experience to users through your content.
Nowadays, the majority of the buyers of any brand – including yours – is formed by Millennials and Gen Zs which means that is super essential to ensure that the content quality is best suited to their needs. And here, social media analytics tools come into play. They let you measure the performance of content through a more customized approach. With each social media platform delivers quantitative data on how users engage with content, etc. Some of these tools are Hootsuite, Sociality, Buffer, and Sprout Social.
You might also want to check out this great e-book of Sociality on how to write Instagram captions.
The Most Important Metric to Measure Content Performance:
Businesses usually rely on six key metrics to measure content performance.
Engagement, traffic, conversions, SEO performance, social media engagement, and authority.
Traffic is like the lifeline of your content. Regardless of how well your blog posts are, if nobody lands on your page, it is futile. Measuring traffic is highly essential; use Google Analytics to measure the number of users who visit your page, the views that it got, and unique pageviews by a single user. After measuring the traffic, the next important metric is to measure engagement. It helps you to measure the effectiveness of people clicking links, how engaging the content is, and how many pages are being visited in each session. The audience overview section in Google Analytics will help you view the total number of sessions and visitors.
Measuring conversions are essential to gauge the effective return on investment. A simple way to do this is by measuring the click-through rate of users. Use social media analytics tools such as Facebook Business, or those mentioned above, to gauge the performance of the content on social media.
The next important metric is to use social media; you need to track the proportion of website visits from Google Analytics and ensure that they perform efficiently. Measuring SEO performance is the next important metric that you should do. This will help you to track how well the page is performing in SERP.
Finally, authority metrics help you to increase authority over time and build brand trust. A higher authority translates to improved SEO and more search traffic, along with increased brand awareness. Moz is a tool that can help you with its authority metrics tracking feature.
How to Measure Content Quality?
Although Google Analytics is widely used to measure the performance of content, it is not as effective in measuring engagement. Measuring session durations are an essential aspect of measuring content quality. Here is a sure-shot way to measure the content quality effectively.
- Create content tailored to the target audience
- Leverage Google Analytics to measure the content quality
- Measure the engagement to determine the effectiveness
- Use SEO tools to see the ranking
- Use relevant metrics to do a final evaluation of the content.
This generally depends on what you want to achieve with the content. For example, if you want readers to subscribe to your weekly blog update email list, you should track this metric.
Measuring Content Quality for Business Growth
As the amount of content on the internet continues to grow, it is more important than ever to measure the quality of that content. There are a number of ways to do this, but some of the most important factors to consider are accuracy, relevance, and timeliness or in other words, creating evergreen content. Additionally, it is important to make sure that the content is well-written and easy to understand.
By taking these factors into account, businesses and individuals can ensure that they are providing high-quality content that will be useful to their audience.
ContentGo helped hundreds of businesses generate high-quality content that converts and creates passionate readers for the brands. You can always sign-up and the team will get in touch to provide you a free trial so you can spin the wheel yourself.
Get high-quality content, measure its performance precisely, and stand out from the competition.