Q4 2022 Web Content Report
Measuring success: a checkup on our web content performance.
This report covers all pages on seic.com, including the U.S., UK, and Canada regions. The goal: use top-level trends that can help shape content decisions leading to more awareness, engagement, form fills, and organic search results.
Improving site performance through content
Content creators can have a strong impact on the site's performance.
- Seek out topical content that meets readers' needs.
- Consistently use best practices for on-page optimization, starting with the guideline in this blog.
To learn more about any metrics you see here, explore them deeper on your team's web report or reach out to the analytics and web content teams.
General traffic | Q4 2021 | Q1 2022 | Q2 2022 | Q3 2022 | Q4 2022 | % change over LQ | % change over LY | |
Sessions | 544,016 | 513,311 | 513,577 | 334,127 | 326,035 | -2 | -40 | |
Unique pageviews | 665,302 | 633,852 | 658,369 | 436,899 | 456,085 | 4 | -31 | |
Total users | 407,839 | 396,286 | 433,941 | 277,720 | 270,345 | -3 | -34 | |
New users | 397,302 | 383,519 | 421,227 | 277,636 | 262,583 | -5 | -34 |
The section helps us see general awareness trends. These are very broad metrics, measuring top level traffic behavior across the entire site. As awareness increases, we should see growth over time.
Engagement | Q4 2021 | Q1 2022 | Q2 2022 | Q3 2022 | Q4 2022 | % change over LQ | % change over LY | |
Sessions per user | 1.33 | 1.3 | 1.18 | 1.20 | 1.21 | 1 | -9 | |
Av. session duration | 0.45 | 0:46 | 0.44 | 0.56 | 1.01 | 80 | 124 | |
Pages per session | 1.36 | 1.39 | 1.49 | 1.55 | 1.68 | 8 | 24 | |
Bounce rate | 82% | 80% | 75% | 14% | 9.4% | -33 | -89 | |
These metrics tell us how deeply users interact with our site, indicating their interest in the content. Engagement metrics improve with strong topical content and by using good on-page optimization practices.
Improving SEO | Q4 2021 | Q1 2022 | Q2 2022 | Q3 2022 | Q4 2022 | % change over LQ | % change over LY | |
Sessions from organic search (SEO) | 83,934 | 90,225 | 83,875 | 30,042 | 81,642 | 172 | -3 |
Successful SEO is one indication that we're getting our content right. Strong content and good on-page optimization practices reveal themselves in our engagement metrics. In turn, engagement metrics factor into search engine algorithms, and SEO factors into increasing awareness.
Top traffic sources | Q4 2021 | Q1 2022 | Q2 2022 | Q3 2022 | Q4 2022 | % change over LQ | % change over LY | |
Organic search (SEO) | 16% | 19% | 16% | 26% | 25% | -4 | 56 | |
Direct | 54% | 50% | 45% | 50% | 54% | 8 | 0 | |
Referral | 1.0% | 1% | 1.3% | 2.7% | 2.60% | -4 | 160 | |
1.20% | 1% | 5% | 4.0% | 3.0% | -25 | 150 | ||
Social | 1.80% | 2% | 2.1% | 1.6% | 1.80% | 13 | 0 | |
Paid search | 3.2% | 4.20% | 31.25 |
In addition to creating engaging content, we need to be sure it's reaching the right audience or is findable in the appropriate channels. These metrics are a top-level view of how visitors arrive at our site.
Campaign traffic | Q4 2021 | Q1 2022 | Q2 2022 | Q3 2022 | Q4 2022 | % change over LQ | % change over LY | |
Sessions with campaign UTM | 137,337 | 129,368 | 102,456 | 21,225 | 56,367 | 166 | -59 | |
Percent of total sessions with campaign UTM | 25% | 25% | 19% | 6.35% | 17% | 168 | -32 |
Measures traffic to the site with UTM codes, typically from campaign channels such as email, vanity URLs, 6sense, SEM, etc. Campaigns boost engagement numbers by targeting audiences and bringing the right visitors to the site.
Conversions as form fills | Q4 2021 | Q1 2022 | Q2 2022 | Q3 2022 | Q4 2022 | % change over LQ | % change over LY | |
Sessions with form fills | na | na | na | 216 | 519 | 140 | ||
Percent of total sessions with form fills | na | na | na | 0.06% | 0.16% | 167 |
When visitors provide their contact information, it's a strong indication that we're providing the right content to the right audiences.
Top topics | ||
Q4 2023 | ||
Alternatives | 7,647 | |
Investor relations | 19,144 | |
Community | 4,402 | |
Cybersecurity | 3,359 | |
ESG | 2,017 | |
Financial planning | 1,463 | |
Fintech | 1,533 | |
Goals-based | 4,242 | |
Investment outsourcing | 10,553 | |
Master trust | 3,108 | |
Wealth management technology | 2,942 |
Topics are counted in pageviews. These numbers are not complete; they reflect the top 10 pages for each topic tag. You can explore topics more deeply in your team's web report.