How to manage a blog? Check out the main insights you can extract from an analytical view – WAU

Not many people and companies work with blogs more analytically. Careful analysis involves constantly monitoring results, experimenting and using the right digital marketing levers to extract more value for the business. The work, in most cases, is done thinking “we are going to produce content and […]

Not many people and companies work with blogs more analytically.

Careful analysis involves constantly monitoring results, experimenting and using the right digital marketing levers to extract more value for the business.

The work, in most cases, is done thinking “let’s produce content and see what happens”. I see differently! I believe that, by following the metrics relevant to the success of a blog, it is possible to perform optimization actions with the potential to leverage the results generated.

In this article, I will try to answer five very recurring questions in managing a blog, using insights extracted from the indicators of a blog and that I recommend that you and your team follow systematically.

Is my content pleasing?

This is a very common question when you have a blog. We all know that the main ingredient for a successful content strategy is the quality of the content and how interesting and relevant it is to your audience.

An Analytics metric that helps in this understanding is new / returning visitors. If your blog is bringing back visitors who have already accessed your content, it is most likely pleasing.

Another indicator that helps you understand if your content is on track is pages per visit, also from Analytics. If the visitor is accessing multiple pages of your blog it also indicates that he liked what you read.

O number of links for your blog (which can be extracted by Google Search Console) and social metrics like Facebook shares are other good thermometers of how much your content is engaging.

Are people finding my content?

There is little point in producing incredible content if people are unable to find it. O number of hits by Google organic search (which can be extracted through Analytics) is an indicator that shows how much people are accessing your content through Google. Organic traffic is one of the main growth drivers for your blog.

Over time (and many articles published) Google will index your blog for the most different words.

The number of keywords indexed is a good indicator of the reach of your content. The greater the number of keywords linked to your blog, the more hits it will have. I recommend using SEMRush to extract this information, but Google Search Console also helps with several insights regarding organic search.

Does the blog really work for my business?

The main objective of the blog should not be to get access (although this is a very natural first step). Content work is a marketing investment that your company is making. And it must be treated as such.

So I suggest you follow the number of leads generated by the blog. This is often wasted potential.

There are several tools (many even free) that install features such as pop-ups, online chat, surveys and other conversion triggers within the blog. I also advise you to have conversion forms to capture leads in your most accessed articles.

The final analysis of your blog should involve ROI: what is your investment in content marketing and how much is it paying off in the end?

It must be remembered that reaching this stage when the blog is already mature enough to generate leads and sales consistently takes time, but it is now necessary to make this return on investment account.

Is my blog optimized?

Google, through its updates, has shown that it is increasingly focused on ensuring the best possible user experience.

So it is important to have your blog working well in a responsive way. So I suggest to follow the number of mobile accessesas well as the number of organic visits made by mobile devices. There are website diagnostic tools that also indicate points for improvement.

A slow blog can be a problem in building results. So I advise you to follow the loading speed.

If you use WordPress, there are several plugins that help you compress files and reduce redundant requests. They help to reduce the loading speed and provide a better experience for your reader. In addition, the site loading speed is a very important Google indexing criterion.

What does my audience like?

One of the goals of content marketing is to generate relationships through relevant content. In other words, producing content of excellent quality, but which is not interesting for your audience, is not a good strategy.

Within Analytics, you can understand the flow of users’ visits within the Blog. It is possible to understand which subjects are connected with those most viewed.

In addition, when generating this report from the origins of access, there is a reading of how the different access channels generate traffic for posts of the most varied subjects.

Within the Behavior group, in Analytics, the website content report gives a view of all the pages of your blog, ordered by number of hits. This is extremely valuable information.

First, these posts should be worked on more often. These are the main lead generation opportunities within the blog. Second, it shows what subjects are being searched for within your blog. These themes must always be present in the strategy.

Finally, it is worth understanding how the engagement of the posts is. Number of comments and shares on social networks are good indicators of what topics really impact your audience.


I hope this article has helped you build an analytical mindset in managing your blog.

From the moment you consistently obtain results and follow the most important metrics for your business, the next step is to have goals distributed to the entire project team and build actions with the potential to help you reach the proposed number.

I suggest monitoring these indicators mentioned above on a weekly basis and always having the results visible to everyone. Any questions? Leave it here in the comments.

This post was written by Lucas Lopes, co-founder of the Look’n Feel agency.