We use Google Analytics to track who visits our website, how they got here, and where they went on our website. We can also track what people searched for on our website, or what in bound search terms got them to us. But understanding how visitors behave, we can improve our content and reduce their frustration.
Analytics are just a collection of data points. You can only get a meaningful answer if you know what questions to ask. Use this playbook as part of your content lifecycle management practice, when doing discovery on a new project, or when planning to publish new content onto the web.
Process
- TBD