By Robert Niles: How can you increase your website's traffic by looking at your current website readership data?
The answer to that question might seem obvious, but I warn you that too many news publishers approach this question from the wrong direction - and could be hurting their businesses as a result.
The obvious answer to the website traffic question appears to be... to look at what's getting the most page views on your site, and to write more articles like those.
Don't do that.
Why? Chasing traffic by trying to duplicate your most successful content ultimately narrows the focus of your website, as you try to focus on specific topics, features and tone that's drawn visitors in the past, to the exclusion of other stories and styles. It leaves you (or your staff) feeling cynical, coming to believe that your coverage is being driving by chasing traffic instead of chasing the news. Trying to duplicate past success is reactive instead of proactive - and over the long run that too often leads to a dispirited staff producing formulaic, sterile, mechanical work that runs the risk of turning off readers and advertisers.
So how can traffic data help you to create a more popular website?
Instead of looking at what's attracting eyeballs, flip your analysis around. Focus not on what's working, but what isn't.