Imagine that you put together a digital marketing strategy including SEO and relevant keywords to your segment and created a website for your company. And from there, you started to feed it with quality content, following the strategy plans. At first, the results were promising, but, over time, the data showed that accesses and/or engagement dropped. And now? What can be done to reverse this situation? Even more important: what were the causes for this drop in page performance?
What factors change engagement on my website or blog?
Items to watch out for are: time on site, traffic through Google, organic clicks (click through rate, CTR) and bounce rate. If you noticed that one or more of these items had significant change in a given time analyzed, stay tuned for the suggestions in this post.
Why and how to analyze my website engagement?
First of all, you need to understand the reasons for analyzing engagement on your website or blog. The logic is simple, and it’s even easier to understand when imagining that you’re running an e-commerce. Is it ok to receive a high number of visits every day, but not identify a growth in sales of your business?
This shows that something is wrong, doesn’t it? Prices can be high, shipping can be an issue, or even a lack of trust within the payment page. Taking this logic to a website or blog, the idea is the same: are visitors interacting with the content that is offered there? A landing page for downloading an e-book, for example, cannot only have visits, but conversions.
Following that thought, engagement is a confirmation by users that your company’s offer on these pages is valuable. A blog can have a beautiful design, excellent navigability, but have visitors spending very little time on its content. This shows that something is missing to convince the user that your material is, in fact, relevant.
In addition, as the experience is something very private, the engagement serves as validation for a company whether or not what is being offered on the website or blog is interesting for its audience. Content can be very useful for a consumer profile, for example, but not have the same effect on another specific audience. Engagement will be a guide to better understand what is happening.
The good news is that, unlike a newspaper, which cannot measure the quality and engagement of its content, a blog can identify exactly what its mistakes and successes are in what is offered to the user. For this, there are a number of factors that are directly related to the level of engagement of your pages.
And now, what to do?
- Know your target audience
Upon identifying that engagement dropped, the first action to be taken should be in relation to your target audience. After all, does your company really know who it wants to impact? The quality of the content may be excellent, but is that what your person wants to consume? Creating a marketing funnel, for example, can help further segment your materials. - Use CTAs
Users also need to be encouraged to engage. A very relevant technique for this purpose is the creation of CTA (Call To Action). That is, invite the visitor to make a decision. It could be directing you to a specific landing page or asking them to leave a comment after reading an article on the blog. - Create good titles
Getting the title right is also very important, working as a business card about what the user will find in that content. Use the right keywords and briefly show him exactly what he’s going to see on that page. - Invest in Responsive Design
The design of your pages is also very important to reverse things when you notice that engagement has dropped. This may be the reason why the average length of stay has reduced, for example. After all, who wants to stay on a slow page or one that wasn’t meant for a mobile version? Responsive design, therefore, should be part of your planning. - Update your content
Yes, we are well aware that quality content, optimized for SEO, is essential. With that in mind, scan your posts and identify those that are performing poorly. From there, update the pages, include more information and images, in short, make the content as complete and attractive as possible.
SEO Vancouver Consultant
Finally, if you are experiencing problems with the performance of your website, especially in the Vancouver area, and would like a consultation on the matter, please contact us via email or phone. We would be glad to help you in this area.