law firm content marketingAs a law firm, there are various tools available to help you improve your content marketing strategies, including Google Analytics.One of the benefits of content marketing is that it helps your website to appear in organic searches which then drives website traffic. To make the most of content marketing, however, you need to better understand how to use Google Analytics to your advantage – particularly given that many firms find the reports from Google Analytics to be confusing.

Understand Google’s Definitions and Their Impact on Your Analytics

Part of the trouble with Google Analytics as a way to view your content marketing success is how the system defines certain things. For example, Google counts any single-page session on your website as a bounce. This means that even if someone clicks a link to an article on your page and reads the full thing, this is a bounce, unless they go to another page on your site after. Additionally, Google calculates time spent on a page based on the gaps between when a user clicked on different pages. If, for example, a user clicks on a page but then leaves the tab open while they go to lunch and returns without reading it, this will still register as 30 minutes of time on the page.

By nature, these Google definitions can be misleading for a law firm that is trying to use Google Analytics to check for user engagement and enhance content that encourages engagement.

Improving Bounce Rates and Time on Page Reports

Now that you are aware of the issues, you can take a few steps to improve the bounce rate and time-on-page reporting accuracy. Assuming you use the standard code for Universal Google Analytics, add this to the tracking code:

setTimeout(“ga(‘send’, ‘event’, ‘nobounce’, ’60_sec’)”, 40000)

With this code in place, anytime a user remains on your page for at least 60 seconds, Google will no longer count it as bounced. You can adjust the ”60_sec” in your code based on the amount of time you feel is appropriate and can also adjust the ”40000.’

Improving the reporting for time on page just involves using Google Tag Manager and setting up a trigger but is a bit more complicated. Set up a trigger that is a “timer type” and configure it. The interval will be set in milliseconds and suggested amounts include 15000 and 30000. Make sure to include a limit so the values do not become artificially inflated. Then, you must create a tag for a timing event and choose a trigger, set it as a non-interaction hit, and publish the changes.

Using Your New Data to Inform Content Marketing

Once you have made the above changes to maximize the value of the information Google Analytics gives you, you can begin using that data to inform your content marketing. Google Analytics will allow you to see where your visitors are going and how long they’re staying there. For example, if you’re a personal injury lawyer you might have blog posts about how to avoid certain types of injuries or you might have posts that discuss the process of legal claims. Which types of posts are receiving the most traffic? You can analyze your content to look for different patterns – which topics are of the most interest, what length or format keeps visitors on the page longer?

You can also take a look at which posts tend to have higher traffic but with low engagement or conversions, as these posts will likely showcase an opportunity. You can use this with the comparison feature on the right side of the page after you visit “Behavior,” “Site Content,” and “Landing.” Based on your comparison, you can see which pages require the most work in your content strategy.

Another method of using Google Analytics for content ideas is to find what information visitors to your law page want, but cannot find. You can find your site search data by going to “Behavior,” “Site Search,” and “Search Terms.” In the case of a small list, go through and look for content ideas. If there are more terms, make a time comparison so you can see trends and get content ideas.  

By evaluating the traffic and bounce rate for your firm’s content, you will be informed on how to produce better content for your audience. By posting the right content, you will elevate your thought leadership position, engage your audience, and potentially convert more clients.

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