The Last Post: Adventures with the Written Word

Web analytics services – such as  Google Analytics  –  allow companies to measure, collect and analyse data. Their purpose is to measure business goals and find areas for improvement. These services are useful for writers, editors and other professionals because they allow insights into performance and optimisation of content. This article provides a brief overview of the detailed analyses available. Analytics services. Designed by  macrovector on  Freepik Google Analytics 4 (GA4) GA4 is the new version of Google Analytics. It replaces Universal Analytics (UA), which was discontinued in 2023. The new version has been rewritten from the ground up, and is entirely event-driven. It allows automatic (and more precise) tracking, along with more flexible analyses.   You can install GA4 manually or via  Google Tag Manager (GTM) . How Does the Service Work? The Google tag (GTAG.js) is a small piece of JavaScript  code used on every page of your website. I...

Humans are a sociable species. We love to share ideas – so why do we often struggle to communicate through our writing? Author  Brenda Ueland  offered an  explanation: ‘ You have to hold your audience in writing to the very end -- much more than in talking, when people have to be polite and listen to you ’. Human communication. Designed by  Freepik When we speak to each other, we usually receive immediate non-verbal feedback (positive signs include regular eye contact or smiling). Written content relies solely on words – words that are based on assumptions about what readers want. However, these five communication strategies will make your writing engaging and sustain readers' attention throughout. 1. Choose a Strong Title A short – but relevant – title tells your audience what they can gain from your content. Identify keywords and include them to boost your online presence. Consider phrasing your title as a question – it’s quite possible that people are Googling...