When we launched Moz Content at the end of November, we limited the subscription to a single tier. At the time we wanted to get the product out in the wild and highlight the importance of content auditing, competitive research, and data-driven content strategy. To all of those early adopters who signed up as Strategists over the last few months, a big thanks.
Since then, we’ve made a long list of improvements to both Audit performance/stability and the size of our Content Search index. Along with those updates we also added two new subscriptions for larger sites and agencies handling multiple clients: Teams and Agencies. The new tiers not only increase page and Audit limits, but also enable Google Analytics integration with Tracked Audits.
More data for Tracked Audits
For those that aren’t familiar, Tracked Audits let you trend and monitor the performance of your site’s content over time. On the backend, Moz Content re-audits your site every week in order to discover new pages and update site metrics. This allows you to compare, say, the average shares per article across your entire site from week-to-week or month-to-month.
To date, Moz Content Audits have focused on links and shares. We did that intentionally, since a major goal for the product was to enable the analysis of any site on the web, including competitors. We also wanted to give agencies the freedom to prospect or audit clients without painful integrations or code snippets.
That said (and I’m guessing you’ll agree), figuring out your content ROI usually requires a deeper look at site performance.
With Moz Content, we stopped short of a full, conversion-focused analysis suite with custom tracking code and the like. Instead we’re focused on a product that delivers content analysis and insights to our entire community of online marketers — not just the select few that can afford it. Besides, there are plenty of big-ticket tools out there filling the niche, great products like Newscred, Kapost, SimpleReach, and Idio.
So while we’re not jumping into the “enterprise” ring (just yet), we did want to give data-driven marketers a leg up in their analysis. The good news: if you’re a Teams or Agencies subscriber, you now have the added option of integrating Google Analytics with Tracked Audits.
It’s easy to get started, and if you’re a Moz Pro subscriber you’re probably familiar with the authentication flow. Just go to any Tracked Audit you have GA data for, scroll down to the middle of the report, and click “Connect Google Analytics”:
Once you’ve connected a profile, Moz Content immediately pulls in key metrics for each URL in the Inventory:
You’ll probably notice we’re only displaying page views in the inventory. While we didn’t have the real estate to include all of the metrics we’re collecting in the interface, we’ve added them to the CSV export:
Once you dump the data to Excel you’ll see the following metrics for the Organic and Paid segments, as well as a rollup of all referrers:
- Unique Page Views
- All Page Views
- Time on Page
- Bounce Rate
- Page Value
After we’ve collected multiple audits, Moz Content also starts trending aggregated metrics so you can get a sense of performance over time:
We’re hoping this added reporting gets you a step closer to that all-important ROI analysis. Some of you will already have a sense of how much a page view is worth, or the impact of a unique page view on a specific conversion. And for the Google Analytics pros out there, properly configuring Page Value will give you a direct indicator of a page’s effectiveness.
This is just the beginning, and we’d love to hear about other ways we could make the GA data more useful. Please reach out and let us know what you think by clicking the round, blue Help button in the lower-right corner of the Moz Content app.
More to come!
We’re pushing out code every day to improve the app experience and build on the current features. We’re also growing our Content Search index with new sources of popular, trending content. If you haven’t tried it for a while, we encourage you to take a second look. Head over to https://moz.com/content and start a search or enter a domain to preview an Audit (be sure to sign into your community account to access both the Dashboard and increased limits).
On the feature front, we’re pushing to integrate Twitter data into both the Audit and Content Search. As I’m sure you’ve noticed, this has been missing in our reporting to date. While we won’t have exact share counts for individual articles (see Twitter’s decision to deprecate the share count endpoint), we’re confident we can provide related information that’ll be useful for your Twitter analysis.
As we develop this and other features, we’re always on the lookout for feedback from our community. As always, feel free to reach out to our Help team with any issues or feedback about the product. And if you’ve used Moz Content and are interested in beta testing the latest, shoot us an email at [email protected] and we’ll add you to the list.
I've been using Moz Content for the past few months in those days where I can't find the inspiration. It's so useful!
Years?
OMG Gianluca, thanks for correcting me! Hahahaha I meant for the past few months, it's really soon in Spain, I think I might need another coffee!
can't be years....:) months make sense.
question, that I am quite sure others would like to see answered: what are the main differences between Moz Content and Buzzsumo Pro
Good question. Thanks Gianluca.
There are two sides to Moz Content: Audits and Search. The Audit functionality is the big differentiator.
With an Audit, Moz Content performs a custom crawl of a site and lets you dig into top-performing content types, topics and authors. It's a deep dive into a single site (either your site, a client's site or a competitor). When you create Tracked Audits (kind of like Moz Analytics campaigns) you also have the ability to track a site's performance over time, which gives you a sense of how your content strategy is fairing.
Content Search, specifically, has similarities with BuzzSumo. It allows you to research content on other sites, competitors or otherwise, and learn about the tactics that are working/failing. The two content indexes that power each product have different sources so you'll see different results from each.
For Moz Content, the Audits and Search work nicely together. With content audits you can assess your own performance and pivot your strategy accordingly. As you're developing that new strategy, you can use Content Search to validate whether those tactics are working for other sites that play in your space.
Excellent!!!!
Jay,
I've been playing around with Moz Content for the past few weeks; I'm really enjoying how it can help us uncover some opportunities we might not be aware of and provide us with an accurate snapshot of what content is doing well for our brand and others around the web.
RS
Awesome! Moz is the evolution.
Moz content is a great tool! I remember my highly positive impressions when I opened it for a very first time! Good work, Moz and good to see that progress with new features! Combination with Google Analytics is very useful and will definitely give a clear picture to the content marketer what his progress is and how successful a particular piece of content is.
Hi Jay
You mentioned "not jumping into the “enterprise” ring (just yet)"
If Moz is considering joining the enterprise market then you will need to add Adobe Analytics (Omniture) support to the Moz campaigns and the content tool. The Moz Content traffic and social performance report would be great if it was compatible with Omniture.
A very good point.
We'll look into AA integration as we expand/iterate on the traffic reporting.
Thanks for the nudge.
It seems really useful, very good complement to integration into Google Analytics
Great news, the possibility to integrate with Google Analytics sounds good
Awsome! <3 Analitics
Excellent article..
Thanks for the post, I really enjoyed it!
Great work guys, its I'm keen to have a play with the GA intergration and see what I can dig up. Keep up the innovation.
Esta herramienta es tan grande que hay muchas personas que se han echo ricas a costa de moz. Enorahuena por pensar siempre en el futuro y poner a disposicion tantas herramientas buenas para el seo.
The post impresses us by the detailed info presented here. Honestly, I am also very motivated with all excellent ideas you give in the article. Thanks for sharing!
Great article, although already a year has passed, everything is interesting and neuvo for me since I'm just entering the world of SEO, and I see that MOZ is the best and nobody doubts that
Thanks a lot for the post. =)
Thank you , Your advice is very helpful Developments My blog .
By Team Kesehatan
Excellent post.
Google Analytics remains an indispensable tool.
Regards.
Its great to see Google anyltics integration can give us an idea about user interaction on different pages, while doing research or content audit.
Awesome, I'll try it!
Excellent Article - enjoyed reading about the enhancements being made!
Awesome Post, Thanks For Sharing important Knowedge
Moz is the best, does anyone have any doubt about this? I do not ;)
I am following the MOZ content topics from the past it was really interesting and learned many new things regarding content. I will use it and feel the experience.
same here!
Excellent Article.