Trade Pressed

Watching how editors and sales use Google Analytics has been an accidental social experiment. Sales departments have forever been using metrics – how many readers, pass-along readers, BPA figures – to sell magazines. When you show them the extensive metrics you can get even from a free tool like Google Analytics, you can pretty much immediately see the monster you’ve created. They want more, more, more! Bwaaahahaha.

I don’t know if it’s the idea that metrics are just for sales, but I haven’t seen editors take up as ravenously to metrics the way sales people have. If I say, “Look at the metrics. Do more of what gets a lot of clicks and less of what doesnt,” I get looks like I’m cursing in church. It’s not cheating. I swear!

But really what are metrics other than a numbers-driven focus group. Your readers are voting for the content they like with their clicks. If you could talk to your readers every day and have them tell you what information they need, wouldn’t you?

Here’s my number one tip on how editors can use metrics: Look at your keyword searches (searches performed on Google, Bing, etc., not searches on your site).

Now scroll down to entries 25 through 100. Searches 1 to 25 are most likely variations on the name of your site or the market you serve (American Widget Maker, Widget Maker magazine, American Widget Magazine, widgets). Around term 25, you should start to find concepts that can help you create editorial. How to combat foreign-made widgets. What widgets sell best among moms.

While the concepts that come up are already included in the content of your site (or a keyword search wouldn’t have directed people to your site), it might be time to revisit the topic or repurpose previous content.

Yeah, it takes a little time to consistently track keywords. But isn’t it worth it to give your readers what they really want?