Jeff Bullas

The Google Analytics 4 (GA4) interface is very powerful, but for a new website, you can get most of the actionable insights you need by focusing on a handful of key reports.

First, after setting it up, you can use the Realtime report. While it is not for deep analysis, it is the best way to confirm that your tracking is working correctly. It shows you activity on your site as it happens, which is useful for testing.

Second, one of the most important reports is the Traffic acquisition report. You can find this under the “Acquisition” section. This report answers the fundamental question: “Where are my visitors coming from?”. It breaks down your traffic into channels such as Organic Search (from search engines like Google), Direct (people typing your URL directly), Referral (from links on other websites), and Social. This tells you which of your marketing efforts are beginning to work.

Third, you should regularly view the Pages and screens report, which is found under the “Engagement” section. This report answers the question: “What content are my visitors looking at?”. It shows you which of your pages get the most views and have the highest user engagement. This is critical for understanding what topics resonate with your audience so you can create more of what works.

Fourth, look at the Demographic details report. This is found under the “User Attributes” section and helps you answer the question: “Who is my audience?”. It provides data on your visitors’ country, city, age, and gender. This is very useful for confirming that you are reaching the audience you intended to target.

And fifth, the Tech details report, also under “User Attributes,” answers the question: “What devices are people using to visit my site?”. It shows you the breakdown of your users by device category – desktop, mobile, and tablet. For a new site, it is crucial to ensure your website provides an excellent experience on the device your audience uses most.

For a new website, the most important questions to answer are “How are people finding me?” and “What do they look at when they arrive?”. The Traffic Acquisition and the Pages and Screens reports will give you the clearest answers to these questions.

Do not feel pressured to understand every single feature of GA4 at the start. By regularly checking these key reports, you will gain the most valuable insights needed to guide your initial content and marketing strategy.

Cheers,

Jeff

Feeling stuck for new blog post ideas is a very common challenge that all content creators face from time to time. The solution is to have a systematic process for generating topics rather than waiting for inspiration to appear.

There are several effective ways to do this. First, and most importantly, you must listen to your audience. Your existing readers and followers are your best source of ideas. Pay close attention to the questions they ask in your blog comments, on your social media posts, or in direct emails to you. Every single question is a potential blog post. You can also directly ask them what they are struggling with by using a poll on social media or a simple survey.

Second, you should perform basic keyword and topic research. Use free tools like the autocomplete feature in Google search, the “People Also Ask” section in search results, or Google Trends to see what people are actively searching for that is related to your niche. Answering these common questions directly is a very powerful content strategy.

Third, you can analyse your competitors and peers in your industry. Look at the popular topics that other blogs, websites, or creators in your niche are covering. The goal here is not to copy their work, but rather to identify content gaps you could fill, or to find topics where you can provide a more comprehensive, more up-to-date, or a different perspective.

Fourth, you should spend time in online communities where your target audience gathers. This could be relevant Facebook Groups, LinkedIn Groups, Reddit subreddits, or forums like Quora. Look for the recurring problems and questions that people are discussing – each one of those is a potential blog post that solves a real problem.

Fifth, you can repurpose and expand on your own popular content. Look at your website’s analytics to identify which of your past blog posts have been the most successful. You can then create new, more detailed posts that dive deeper into a specific sub-topic from that original article, or you could create an updated version for the current year.

And sixth, think about different content formats. If you typically write “how-to” guides, you could generate new ideas by considering other formats. For example, you could write a case study, a “listicle” (a list-based post), an expert roundup where you interview several people, a myth-busting post, or an article that shares a personal story or a lesson you have learned.

It is a good practice to keep a simple document or spreadsheet as an “idea bank.” Whenever an idea comes to you from any of these sources, add it to the list immediately. That way, you will have a backlog of topics to pull from whenever you feel stuck.

Cheers,

Jeff

Updating and republishing old blog posts is not only worth the effort, but it is also one of the most effective and efficient Search Engine Optimisation (SEO) and content marketing strategies you can employ.

The reason it is so effective is twofold. First, it is often much faster and requires less effort to improve an existing piece of content than it is to create a brand new post from scratch. Second, it allows you to leverage the existing authority, backlinks, and indexing that the original URL has already built up over time. Search engines like Google favour fresh, accurate, and comprehensive content, and updating a post sends a strong signal that the content is still relevant and valuable, which can lead to a significant boost in its search engine ranking and organic traffic.

The process for doing this correctly involves several steps. First, you need to choose which posts to update. You should prioritise posts that are already getting some organic traffic but are perhaps ranking on the second or third page of Google, as these have the most potential for a quick win. You should also look for posts on evergreen topics that have become factually outdated, or posts that were on a good topic but were never comprehensive enough to begin with. Your website analytics are the best tool for identifying these opportunities.

Second, you must substantially update the content. This goes beyond just fixing a few typos. You should first aim to improve the accuracy and freshness of the post by updating any old information, statistics, or examples. Second, you should increase its comprehensiveness by adding new sections, answering more related user questions, or expanding on the original points to make the article more thorough than your competitors. Third, you should optimise the on-page SEO elements by refining your target keywords, improving your title and headings (H2s, H3s), and adding new, relevant internal and external links. And fourth, you should update or add new media, such as new images, infographics, or videos, to make the post more engaging.

Third, regarding the “republishing” aspect, after you have made significant updates to the content, you should change the “last updated” date on the post. Most modern content management systems, like WordPress, will do this automatically when you save the updated post. It is generally not recommended that you change the original URL, as this would break any existing backlinks or social shares and you would lose the SEO authority that the URL has already accumulated. You simply update the content on the existing URL.

And fourth, after you have updated the post, you should re-promote it. Share it on your social media channels and send it out to your email list as if it were a brand new piece of content, often highlighting that it has been refreshed and expanded for 2025. This can drive a new wave of traffic and engagement.

In summary, updating old blog posts is a highly effective strategy. The process involves identifying high-potential articles, thoroughly improving their accuracy and depth, optimising the on-page elements, and then re-promoting the content on its original URL.

Cheers,

Jeff

What constitutes a “good” engagement rate for a TikTok video can depend on several factors, including your niche and follower count, but there are some generally accepted benchmarks you can use to measure your performance.

First, it is useful to confirm the calculation. The most common formula is: (Total Likes + Total Comments + Total Shares) divided by the Total Number of Views, with the result multiplied by 100 to get a percentage.

It is worth noting that engagement rates on TikTok are typically much higher than what you might see on other social media platforms. As a general guide for 2025, an engagement rate in the range of 4% to 8% is often considered a strong and healthy benchmark for many accounts. If your videos are consistently achieving an engagement rate above 10%, that is an exceptional result and a clear sign that your content is highly resonant with the audience it is reaching.

A very important factor to consider is your account’s size. Smaller accounts often have significantly higher engagement rates. It is not uncommon for a creator with under 10,000 followers to see rates well above 15% on their best videos. This is because they are often serving a smaller, more dedicated community. As an account’s follower count grows into the hundreds of thousands or millions, the average engagement rate naturally tends to decrease.

While this calculated rate is a useful indicator, remember that it is just one signal. The TikTok algorithm also places extremely high value on other engagement metrics that are not part of that formula, especially average watch time and the video completion rate. A video with a slightly lower engagement rate but a very high completion rate can still perform exceptionally well on the “For You” page.

The most practical way to use this metric is to track your own average engagement rate over time. Your main goal should be to maintain or improve upon your own benchmark, as this shows you are effectively engaging your specific audience. It is a better measure of success than comparing your numbers too strictly to other accounts.

In summary, aiming for a rate above 4% is a good goal, with anything over 10% being excellent. However, this will vary with your follower size. The most important objective is to create content that improves your own average engagement while also holding your viewers’ attention for as long as possible.

Cheers,

Jeff

While “shadowbanning” is not an official term that TikTok uses, a sudden and significant restriction in your content’s reach is a real issue. It is usually triggered by your account’s content or behaviour being flagged by the platform’s automated systems as potentially violating their policies.

There are several common reasons this can happen. First, and most frequently, it is due to posting content that violates or pushes the boundaries of the Community Guidelines. Even if a video is not removed, content that touches on sensitive topics, promotes regulated goods, contains borderline hateful speech, or depicts potentially unsafe behaviour can be flagged and have its distribution heavily limited.

Second, repeated copyright infringement can be a cause. If you frequently upload videos containing copyrighted music, movie clips, or television shows that you do not have the rights to use, your account can be penalised.

Third, engaging in spam-like behaviour is a major red flag for the system. This includes actions like following accounts too quickly, liking a huge number of videos in a very short period, or posting the same comment repeatedly. This can make your account appear to be a bot.

Fourth, you might have inadvertently used banned or sensitive hashtags. If a hashtag has been flagged by TikTok for being associated with inappropriate content, including it in your video’s caption can cause that video’s reach to be suppressed.

To fix a suspected restriction on your reach, there is a clear process you can follow. First, the most important step is to thoroughly review your recent content and delete any videos that you suspect might be problematic. If you are unsure about a video, it is often safer to remove it. Start with your most recent video and work backwards.

Second, after you have cleaned up your profile, many creators report that taking a short break from posting, perhaps for two to four days, can be beneficial. This can sometimes help your account’s standing to “reset” within the algorithm.

Third, you should also clear the cache of your TikTok app through your phone’s settings and ensure your app is fully updated to the latest version. This can resolve any minor technical glitches that might be contributing to the issue.

Fourth, when you decide to start posting again, focus exclusively on creating high-quality, original content that is unambiguously safe and compliant with all of TikTok’s Community Guidelines. This is how you begin to send positive signals to the system and rebuild your account’s good standing.

Contacting TikTok support for an unofficial “shadowban” is often not effective, as they will likely just refer you back to the Community Guidelines. The best approach is to identify and remove the potential cause yourself and demonstrate good behaviour going forward. Patience is key, as it can take some time for your reach to fully recover.

Cheers,

Jeff

TikTok Stories are a powerful tool for building a deeper connection with your existing followers, as they offer a more casual and immediate way to communicate compared to the more polished videos you might create for the For You Page.

There are several effective ways to use them. First, Stories are perfect for sharing behind-the-scenes and informal content. You can show your creative process, offer a quick look at your workspace, post unedited or candid clips, or simply provide a “day in the life” update. This type of content feels more authentic and personal, which helps to strengthen your relationship with your community.

Second, you should make regular use of interactive stickers to engage your audience directly. Just as with other platforms, you can use polls, quizzes, and question stickers to get immediate feedback, ask for your followers’ opinions on a topic, or source questions for a future Q&A video.

Third, a very common and effective strategy is to use Stories to promote your new TikTok videos. When you publish a new video to your main feed, you can share it directly to your Story. It is good practice to add some text or a sticker over it to create curiosity and encourage your followers to tap through to watch the full video. This can give your new content a valuable initial engagement boost.

Fourth, because Stories disappear after 24 hours, they are ideal for timely or urgent updates. You can use them to announce that you are about to go LIVE on the platform, to share a limited-time offer or discount code, or to give a quick update on a current event relevant to your niche.

Fifth, you can use Stories to test new content ideas. If you have an idea for a video but are not sure if it will perform well with your audience, you can post a shorter, more casual version to your Story and use a poll to gauge interest before you commit to producing a full video.

And sixth, you can reply to comments with a video Story. TikTok allows you to select a comment from one of your past videos and create a new Story that responds to it. This is an excellent way to publicly acknowledge your community members and create relevant content based directly on their feedback.

The key distinction to remember is that Stories are primarily shown to your existing followers, while your main feed videos are your tool for reaching new audiences on the For You Page. Your strategy should reflect this. Use Stories to nurture the community you already have.

Cheers,

Jeff

It can be very concerning when you notice a sudden drop in your TikTok account’s performance. It is important to distinguish between an official, temporary suspension and what the community refers to as a “shadowban,” as they have different characteristics.

First, let us consider an official temporary suspension. If TikTok has formally suspended your account or restricted certain features (like posting or commenting), they will almost always provide you with a notification that includes the specific duration of the restriction. This can range from 24 or 48 hours for minor infractions, up to a week or even longer for more serious or repeated violations of their Community Guidelines. In this case, the timeframe is clearly defined by the platform.

Second, there is the concept of a “shadowban.” It is important to know that TikTok does not officially acknowledge this term. It is a phrase used by creators to describe a perceived, unofficial suppression of their content’s reach, particularly on the “For You” page. Because it is not an official action, there is no set or predictable timeframe for how long it might last.

However, based on a large volume of creator experiences, this period of significantly reduced reach can last anywhere from a few days to several weeks. A commonly reported duration seems to be around 14 days. The length likely depends on the severity of the perceived violation that triggered the suppression and your account’s overall history.

If you suspect your reach has been limited, the recommended course of action is to first review your recent content. Carefully check for and delete any videos that you suspect might push the boundaries of or violate TikTok’s Community Guidelines. This could be content with sensitive themes, questionable audio, or hashtags that may have been banned.

After cleaning up your content, some creators find it beneficial to take a short break from posting, perhaps for two to three days, to allow the system time to reset. When you do resume posting, you should focus on creating high-quality, original content that is clearly in line with all community standards to send positive signals to the algorithm.

In summary, an official suspension will come with a stated duration from TikTok. A “shadowban,” or a period of suppressed reach, is more unpredictable but often seems to last for about two weeks. The best way to recover is to remove any potentially problematic content and focus on creating safe, high-value videos moving forward.

Cheers,

Jeff

While podcast analytics can seem overwhelming, focusing your attention on a few key statistics will give you the most actionable insights into your audience’s behaviour and your content’s performance.

First, while Total Downloads per episode is the traditional industry metric, it is most useful when viewed as a trend. Specifically, you should track the number of downloads an episode receives within its first 30 days. This gives you a consistent benchmark to compare episode performance and to track your show’s overall growth over time.

Second, and arguably one of the most important metrics for improving your content, is Audience Retention or consumption. Platforms like Apple Podcasts and Spotify provide this data directly. It shows you, on average, what percentage of your episode people listen to and, critically, at what points they stop listening. Analysing these drop-off points can help you identify segments of your show that are not engaging your audience. A high audience retention rate is one of the strongest indicators of high-quality, compelling content.

Third, you should pay close attention to your Listener Demographics. Understanding the geographic location (top cities and countries), age, and gender of your audience is invaluable. This information helps you tailor your content to be more relevant and is also essential information if you ever plan to seek out advertisers or sponsors.

Fourth, track the growth of your Followers or Subscribers on the listening platforms. While downloads measure the popularity of individual episodes, your total number of followers indicates the size of your loyal, core audience that has chosen to be notified of new episodes. Consistent growth in your follower count is a key sign of a healthy, growing podcast.

Fifth, regularly review your Top Episodes. By identifying which episodes have the most downloads over time, you can get a clear understanding of which topics, guests, or formats resonate most strongly with your audience. You can then use this insight to create more of what works.

And sixth, look at the Listening Apps and Devices your audience uses. Knowing whether the majority of your audience listens on Apple Podcasts, Spotify, or another platform can help you focus your marketing efforts, such as where you ask for ratings and reviews.

To summarise, for a complete picture of your podcast’s performance, you need to look beyond just the total download number. Focus on audience retention to understand your content quality, listener demographics to understand who your audience is, and follower growth to measure the health of your community. These metrics will provide you with the most actionable insights.

Cheers,

Jeff