Digital communications are incredibly measurable. Marketers know which websites refer the highest quality traffic to their own sites, and they know which pages on their websites do better job of converting visitors into customers. Many details about the behavior of visitor behavior before, during and after a website visit can be captured. But the marketing team isn’t the only group keeping an eye on how audiences interact with a website. Search engine spiders are paying attention, too.
Keeping the measurability of digital content in mind, let’s think about the new PR reality – the public relations team as publisher and story crafters, not simply spin doctors called upon to manage crises or crank out releases.
Developing a stream of quality, useful content that your audience uses is one of the most effective ways to build search rank for a web site, improve audience engagement and fill the organization’s pipeline with prospects.
Within all of these considerations is a golden opportunity for PR to produce a measurable and meaningful business impact from the content the organization is already publishing.
The “long click” – a golden opportunity for PR
Generally speaking, two things happen when a person visits a webpage: they either take a quick look and then immediately leave, or they stay for a good long time consuming the content on the page and possibly even clicking on some of the links on the page and further interacting with the website.
In web parlance, the former is a bounce, and it’s bad. What’s the use in attracting visitors to your content, only to have them immediately leave? In reality, this kind of traffic can be damaging to a website’s overall rankings, because search engines consider bounces as a strong indicator of the presence of poor quality content on the site.
The opposite scenario is called a “long click.” If the content you publish is attracting people to your website stay on the page and read the press releases and watch the videos and click on the links, that’s good for a variety of reasons. First and foremost, people who are spending that much time on your website are obviously consuming your messaging. They are more likely to actually turn into customers, and along the way, they may take additional steps such as bookmarking or sharing content on your website or interacting with the brand successful media presences, developing further traction.
All of these behaviors are also positive signals that search engines notice indicating that the website is serving up high quality content that site visitors value.
Outcomes PR can measure
Web analytics programs such as Site Catalyst and Google Analytics measure the time visitors spend on a page. Additionally, it’s entirely possible to measure the traffic coming for specific sources (such as press releases, your online media room, etc.) and make some assumptions about the quality of those visitors by looking at their time on page data. If it’s going up, generally, that’s a pretty good sign.
(Related reading: Updated Content Tactics to Drive Message Visibility)
Digital PR teams that are publishing distributed content can embed short URLs within press releases, blog posts, articles and other content to measure traffic back to the destination page on your company website, providing a good measure of the traffic referred directly from the PR message. However, you can take it a step further by then asking the web team to analyze the time on page data for visitors to that page. In some cases, your analytics team may be able to even isolate visitors driven to the page by specific pieces of your content, and compare the time the PR-referred visitors spend on the page, compared to that spent by visitors from other sources.
This enables the PR team to establish a benchmark that they can use to measure this success in future campaigns, and also for setting overall objectives for the department. Moving the needle on long clicks is actually reasonable PR outcome but more organizations should be adopting and measure.
Author Sarah Skerik is PR Newswire’s vice president of strategic communications & content, and is the author of the new white paper, “New Agency Benchmarks for Demonstrating Value to Clients,” and the ebook Driving Content Discovery. Follow her on Twitter at @sarahskerik.
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