Depending on the size of a website, I analyze the top 50, top 100 or top 200 of the most visited articles. These go to the next round, in which I select on average visit duration.

The length of stay on a page is a good indication that someone will find what they are looking for there – and that is a basic condition to win your visitor over. But where do you make the cut in terms of visiting duration? That’s a bit arbitrary to some extent, of course. If an article is viewed twice longer than the average visit time of pages, then that is an indication to me that this page offers the visitor above average value. By determining which pages are visited a lot and for a long time, you make a first selection.

Also read:  Content optimization: how to make your ‘old’ content even more valuable

2. The page is shared with others

A second indication that an article or video strikes a chord or offers a solution are the sharing actions. Because people mainly share content that they consider valuable. Therefore, check which articles are shared via social media or by e-mail. You often see that there is a leading group of content with Design Directors Managers Email Lists the sharing actions. You can use the free tool AddThis for that. AddThis gives you a handy dashboard with which you can quickly see which articles are shared where or in what way (see illustration), plus a list of the relevant articles where you can see the social shares per article.

Design Directors Managers Email Lists

Another tool is BuzzSumo. It also indicates what the most-shared articles of a site are. But they don’t have access to shares on LinkedIn, which can be a disadvantage.

3. Coherence with your offer

Popular and appreciated articles will have little impact on your marketing goals if there is no relationship with your offer. At almost every site that I analyze, I come across that are well (and possibly long) visited, but do not match the business offer. They are often somewhat older articles and a company has gradually changed course, so that there is no longer a connection. There is a real chance that you will not benefit from that page and the visitors. Therefore, always put the articles that do well in terms of visit duration and shares next to the offer.

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