If you’ve ever dug through the pages of a website while planning a migration or redesign, you’ve probably asked yourself (or anyone within earshot) questions like: “Has anyone *ever* looked at this page?” and “Where do I even begin?”
Web analytics data can be a great source of answers to those questions and more. Knowing which pages are most visited, result in the most bounces, or are frequent starting points can help you focus your efforts and ask better questions about what’s really going on.
Although it seems like it should be a simple process, mixing analytics data into your content audit can be a struggle. Instead of wrestling with data exports, troubleshooting vlookups, or writing macros, Blaze is designed to do the heavy lifting for you. Here’s how it works:
Step 1: Create your content inventory.
Run a crawl in Blaze, and the automated content inventory tool gathers information about the web pages, PDFs, etc. This populates your project with useful metadata. We even clean some things up for you in the process, making it easier to group and filter your content.
Have multiple sites, domains, blogs, microsites? One of the main reasons content strategists get called in is because sites have become splintered over time, or organizations want to merge and unify content from multiple sites. Get all of the content in one place and you can see the themes and patterns that will move the project forward. Blaze is designed to handle multiple sites in a single project.
Step 2: Get access to your analytics data.
Or multiple accounts. Blaze is flexible enough to handle a variety of situations. With a couple of clicks, Blaze lets you provide access to the data you want to add into your audit.
Step 3: Select the right data.
For each group of content, select the Property and View you’re interested in, then set a date range. Blaze takes the analytics data and links it to the page metadata and audit notes already in the system. Repeat as needed for content from other sites. With Blaze you can assemble data from multiple Google Accounts and Properties into a single project.
Step 4: Get on with the content audit.
With that accomplished you now have more options for how to prioritize audit work, as well as answers to that age-old question: “Has anyone even looked at this page?” You can spend your time being the content expert, not the spreadsheet wonk.
Want to see a different date range? Add more content? No problem, Blaze keeps the page metadata, analytics, and your audit notes matched up. No broken files or missing data.