The honest assessment.
WHAT TO MEASURE
Visitors to each piece Whether they contact you Which pieces produce enquiries
THAT LAST ONE MATTERS MOST
An article with modest traffic producing enquiries beats a popular one producing none.
HOW TO SEE IT
Analytics, showing which pages precede a conversion.
WHAT ELSE TO TRACK
Search positions for the subjects you covered Whether traffic is growing overall Whether enquiries mention content
ASKING DIRECTLY
"How did you find us?" and "what made you get in touch?"
Those answers are the honest measure.
HOW LONG BEFORE JUDGING
Months. Search visibility builds slowly.
An article published today may produce visitors in three months.
WHAT A FAILING ARTICLE LOOKS LIKE
No traffic after six months, and no searches where it appears.
WHAT TO DO ABOUT IT
Improve it, or accept the subject was wrong.
WHAT TO DO WITH SUCCESSFUL ARTICLES
Write more like them.
