Tagging articles, blog posts and other digital content is worthless! From an SEO/traffic/audience acquisition perspective, at least.
- 70% of blogs and publications use tags
- 450 tags are published per publication per month
- 5.2 is the average number of tags per article
- Content length has no effect on number of tags per article
- There is zero correlation between number of overall tags published and audience size
That last insight might be surprising.
If you’re a content creator, you might be thinking: ‘Great! So we can stop spending time tagging content since it doesn’t make a difference, right?’ Well, not quite.
Parse.ly’s findings suggest something else: that even though tags are user-facing, publications are using them to structure content analytics and generate back-end insights in more subtle, creative ways then ever. In the words of Parse.ly CTO, Andrew Montalenti, “In the last couple of years, we’ve noticed that tags are being used in more interesting ways.”
Specifically, the report found many publishers are using tags to classify content formats like stories, quizzes, galleries, videos, paywall protected and sponsored content. The key seems to be setting up axes and groups which will allow for more granular question asking & answering.
Take the example offered by Atlantic Media Strategies marketing manager, Joshua Lasky: “There’s a certain amount of content optimization that can be done here. Think if you were to tag articles based on whether they included a video; you could then analyze whether having this element improved article performance. This would help you to decide whether it made sense to embed more videos in the future.” Which is a concise way of explaining what amounts to a clever, data-driven, iterative approach to content strategy.
Here at Oliver + Sons, we know we’re excited about these ideas and we’re already working on integrating more intelligent tagging schemes for analytic purposes for our various clients.
Drop us a line on Twitter and let us know how you’re using tags.
Hat tip Parse.ly, Nieman Lab, Josh Laskey