What Metrics Are So Important For Content Marketers And How To Find Them?

Quality content is crucial for a successful SEO plan. A lack of high-quality content can make it difficult for an online business to rank well in search engine results and attract a steady flow of organic traffic.

When we mention "content marketing," many typically think of blog posts, videos, and creating content. However, another crucial aspect that is often overlooked is analyzing relevant metrics and evaluating the effectiveness of your content marketing efforts.

It is crucial to identify the key metrics for both you and your business. Without understanding what is effective and what is not, you will not be able to improve. Additionally, tracking key performance indicators (KPIs) is necessary to avoid wasting time and resources on unproductive tasks.

While each business is unique, this blog post will outline several key metrics essential for most content marketers and guide how to identify and use them.

Start with the site’s SEO metrics, and evaluate them using https://ninjareports.com/seo-checker/, where the data obtained will allow you to analyze and improve efficiency in search results. The main advantages of using the tool:

- obtained in-depth data - traffic indicators, keys, and profile of links collected;

- the presence of automatic data collection will save time and control SEO performance;

- access to useful materials;

- a convenient control panel where you can tighten up the metrics that interest you.

SEO-checker is a tool that an SEO specialist should have at hand. It will make it easier to monitor the state of the site, identify weaknesses, and strengthen sides. With this approach, efficiency and getting to the top of the search engine are guaranteed.

Also in this article, we will look at other indicators that are important in the field of marketing to achieve the success in your business.

1. Control unique and returning visitors

Many content marketers focus only on analyzing the number of website visitors, known as "users" in the industry. While this metric is commonly used, it may not provide a comprehensive understanding or detailed information about audience behavior.


This is why we recommend focusing not only on "users," but also on unique and returning visitors, as they can provide valuable insights.

By using this data, you can gauge the level of interest in your website and its content, as well as determine if you are losing a significant number of new visitors. Additionally, you can analyze how repeat visitors impact conversions on your website.

Finally, a helpful strategy to improve your conversion funnel is to analyze the behavior of repeat visitors when engaging with your content and promotions.

How can you find out information about unique visitors who return to your website? Just follow a few steps:

  • Access your Google Analytics account by logging in.

  • Choose the 'Audience' report from the left sidebar menu.

  • Select the 'Behavior' menu from the drop-down list.

  • Select ‘New vs. Returning’

2. Check the average time on page

Another important metric that content marketers should focus on is the average duration of time that visitors spend on their pages. This can give you insight into the quality and level of engagement that your website provides to readers.

If your goal is to increase conversions, the average time spent on a page becomes a critical metric. This is because the longer visitors stay on your website, the more likely they are to make a purchase.

How can one collect data on the typical amount of time spent on a webpage?

Just follow a few simple steps:

  • Log in to your Google Analytics account and access your dashboard.

  • Choose the 'Behavior' report located in the menu on the left side of the screen.

  • From the drop-down menu, select the "Site Content" option. Select All Pages.

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This information will provide a detailed analysis of the average time spent on each page. You can use this data to pinpoint pages that are experiencing unusually poor performance. These pages may have poor results due to factors such as limited content or other reasons.

For best results, it is recommended to prioritize optimizing web pages with high traffic and conversion rates, but low average time on page.

3. Get information about the bounce rate

You can also collect data about the bounce rate by using the same report for the average time on the page (Behavior > Site Content > All Pages).

Google defines a bounce as well as the bounce rate as: “A bounce is when a visitor lands on one page of your website and then leaves without interacting with any other pages or elements on the site. In Analytics, a bounce is determined by a session that consists of only one request to the Analytics server, indicating limited user engagement on the site."

The bounce rate is calculated by dividing the number of sessions on one page by all sessions on your site. It represents the percentage of sessions where users only viewed one page and made just one request to the server.

In brief, the bounce rate is the proportion of visitors who land on a single page of your website and then leave without exploring any other pages.

Having a high bounce rate is detrimental to both engagement and conversions. When visitors do not explore multiple pages on a website, they may not progress through the various stages of the sales funnel. Additionally, a high bounce rate can also impact search engine rankings negatively, thereby affecting search engine optimization efforts.

4. Blog posts and landing pages that are most read and visited

The report mentioned above will help you determine which blog posts and landing pages on your website are the most popular by analyzing the average time on page and bounce rate.

This information is crucial for maximizing your SEO strategy and increasing your conversion rate.

Initially, you can identify several factors that contribute to a page's popularity among others. By doing this, you will be able to create similar content (in terms of style, length, topic, etc.) more often.

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Additionally, after determining the landing pages with the highest amount of traffic, you can invest additional effort into optimizing different elements on those pages to improve the conversion rate.

5. Check CTR or click-through rate: why is it important?

To determine your click-through rate, you'll need to access your Google Search Console account. How can I find click-through rate information?

Here's how to find this information.

Access your Google Search Console account by logging in.

Turn on the CTR feature in the Search Analytics report.

You can also choose to enable 'Clicks' and 'Impressions' for more comprehensive reporting.

Many content marketers and SEO professionals tend to overlook the importance of the CTR, or click-through rate, as a key metric. While they prioritize boosting their web pages' rankings in search engine results, their responsibilities extend beyond just that.

Simply appearing at the top of search engine results does not guarantee that you will get traffic. It's also important to consider your page's click-through rate, especially in comparison to other pages that appear in search engine results.

Measuring the click-through rate of each web page and adjusting their meta titles and descriptions can help improve the success of your SEO strategies.

6. Which traffic sources bring the best results?

Finally, content marketers need to know which channels and traffic sources bring them the best results. This knowledge is critical to understanding areas of both strengths and weaknesses. By identifying your most and least effective traffic channels, you can allocate your content marketing budget accordingly.

Where can I find detailed information about traffic sources on a website? Here are a few steps to follow:

  • Access your Google Analytics dashboard by logging in.

  • Choose the report labeled 'Acquisition' from the menu located on the left side of the screen.

  • Select the menu labeled 'All Traffic'.

  • Select ‘Source/Medium.’

The report will provide detailed information on how traffic is acquired, the behavior of visitors, and the conversion rates from different sources of traffic.

website data

By using this data, you can determine which sources are generating the highest amount of traffic for you. Additionally, you can figure out which traffic sources are providing the most engagement or conversions for your website.

For example, if conversion rates on social media platforms are unexpectedly low, it could be due to incorrect expectations set by your advertising and social media posts. While these may bring traffic to your site, they ultimately result in a low conversion rate.


A thorough content marketing or SEO strategy requires consistent monitoring of key metrics and performance indicators to evaluate success. It’s worth using an SEO checker to always be aware of the slightest changes. By monitoring important indicators, you can make changes promptly and not lose your leading position.

Ensure that you are focusing on the important metrics and not wasting valuable time or resources on insignificant matters. By reading the tips above, you will always control the most important indicators, and achieving the desired result will not be so difficult.

About the Author Peter K.

Peter K. is an experienced digital marketer with a decade of expertise in driving business growth through innovative strategies. His data-driven approach and deep understanding of SEO, PPC, social media, and content marketing have propelled brands to new heights. With a client-centric mindset, Peter builds strong relationships and aligns strategies with business goals. A sought-after thought leader and speaker, his insights have helped professionals navigate the digital landscape. Trust Peter to elevate your brand and achieve success in the digital era.

Marketing strategies
Marketing strategies