Tagging a blog post or content page – sounds simple right? Well, it is. But to really get the value out of tags and to give your analytics some proper markers to see how they move around your website.

When you use the right types of tags, you can really get a deeper understanding of what the user is trying to achieve, and importantly, did they achieve it.

Though, before we get into this, make sure you understand the difference between tags and categories. With that said, let’s get into the levels of tags that may be used on your website, then we’ll dive into the actual types of tags.


Pages, posts & products

We all know about tagging our web pages. blog posts and ecommerce products, but most people haven’t thought about other elements you could be tagging and then extracting value from.

Tagging these content types is where most people start out with their journey. They then use the insights for better content delivery and production.

We don’t really need to get into these, so we’ll move on.

Website/blog level

If you’ve got a WordPress multisite installation, have different sites that happen to use the same Google Analytics account, or have a series of connected sites, such as different country domains or a separate website, shop and blog, then this could work for you.

The best practice here is to select 3-7 tags that neatly categorise your website/blog/shop etc.

Hint: these could also double as the tags for the homepage of your website, blog or store.


If you really want to get advanced, you could tag your visitors; gathering clues as to what they are interested in and are looking for on your website.

This could start with how users consume your content. Diana DiTomaso has a great blog post on how to do exactly that.

In fact, there are many, many different ways that you could tag your visitors, but we’ll get into that in a later blog post.

Tag types

Note: as anyone who has run a website before knows, there are situations in the future that will pop up that you haven’t prepared for or anticipated, hence this will be the first version of this such post. As new uses for tags emerge, we’ll compile them and add to this post.

For simplicity’s sake here, we will refer to the following scopes:

  • Post: webpages, blog posts and ecommerce products
  • Website: your website, blog, store etc
  • Visitor: tags you may apply to each website visitor
Type of tagScopeUsageExamples
EntityPostIdeally for all children pages of the homepageNike, UK Government, Google, Simo Ahava, etc
Theme/subject matterPostSame as aboveShoes, fashion, SaaS, rugby, digital analytics etc
Funnel stagePostIf it makes sense for your websiteHigher funnel – informational research etc
Mid funnel – product info
Lower funnel – product implementation, service delivery, testimonials etc
Content objectivePostIdeally for all pagesAwareness, lead generation etc
Website blogWebsiteHomepage onlyFashion, football, food etc
Content consumptionVisitorsFor content-heavy websitesTab hoarder, skimmer etc

The future

In the next few weeks and months we will be fleshing out these tag groups/types with more information and best practices. But for now, let us know if you are using tag groupings in your posts.

Sam Wiltshire

Passionate digital marketer with an interest in most things sport, especially rugby union, food, booze, tech and music. Just wanting to help small content publishers with getting more content ideas that resonate with their users at scale. My Medium page where I write about more conceptual subjects.