The blessing and curse of digital marketing is that everything is measurable…but it can also be overwhelming. How can a busy marketing executive cut through the clutter and focus on the website Key Performance Indicators (KPIs) that really matter?
Our SEO & Analytics Manager, Aaron Abbott, created a Google Analytics dashboard for marketing professionals like you. If you’ve already got an existing profile in Google Analytics, it literally takes two clicks to import this dashboard into your account. Click to access the custom dashboard and select which profile for which you want to use the dashboard.
These dozen KPIs typically deserve the most attention, in our experience. They’re all in the dashboard. Read more…
Special thanks to Kristin O’Neil, VP of Paid Search, for her contributions to this post.
Google AdWords recently started allowing advertisers to pull in organic search traffic data from Google Webmaster Tools. So in one interface, side-by-side, it’s easy to see which keywords are performing in terms of clicks and click-through-rate. In the example below, you can even compare results for when an ad is shown only, versus the times when both an ad and organic listing are shown. (Keywords are blocked out to protect this client’s anonymity.)
What can you do with this data? You can mine for new keyword opportunities on both the paid and organic sides. It’s also a great way to find irrelevant queries and negative keywords.
This may not be tastier than “your chocolate’s in my peanut butter” to most folks, but to us search marketers, this is a delicious data combo indeed!
Special thanks to Aaron Abbott, SEO & Analytics Manager, for his contributions to this post.
Google Analytics is no longer displaying the keyword used for most organic searches. We wrote about the beginning of this trend a year ago in Google’s Secure Search: More Privacy or More Advertiser Advantage? It began with Google Analytics just encrypting search queries for searchers signed into a Google account, but recently it was rolled out to all searchers.
I have to admit, at first we joined our SEO colleagues in wailing and gnashing our teeth over the loss of this valuable data. Then we stopped to think about it and realized, “Wait…it is most certainly not The End of The World As We Know It.” Read more…
Special thanks to Aaron Abbott, SEO & Analytics Manager, for assistance with this article
Does your website have an onsite search box at the top? More and more do – users search within a site often, so it’s a terrific way to help visitors find what they’re looking for on your website. But it can help you too – the data mined from site search provides valuable insights to marketers that they can leverage in four key ways.
First, set up Google Analytics to capture your site search queries (the keywords visitors type into that search box). In the admin area, go into each profile individually and fill out the “Site Search Settings” section. Once data has been captured, in the reporting area, go to “Content” and then “Site Search” to mine for gold.
Here are four ways you can use site search data to boost website traffic and conversions – and, therefore, customers and revenue. Read more…
Categories: Analytics, Google, Newsletters, Organic Search, Paid Search, SEM, SEO, Usability, User Experience Google Analytics, keyword research, site search
Web analytics data is such a beautiful thing – reams and reams of data! Everything we could ever want to know! Of course, sometimes it’s hard to see the forest for the trees. And sometimes we end up looking at one data point in a vacuum when we should be comparing it to another data point to truly shed some light and insights.
Avinash Kaushik, Google’s Digital Marketing Evangelist (and Google Analytics expert), has posted two really interesting examples of this on his blog Occam’s Razor. Briefly:
- Compare the percent of content your site has in key areas against the percent of unique pageviews you’re receiving. Are you spending time and resources creating content that no one is consuming? Are your visitors spending time in a section of the website where you have little content?
- Compare your search traffic against the potential universe of search traffic (search impression share). Even though your search traffic may be increasing, it may still represent just a fraction of what’s out there.
Avinash’s post offers really interesting reading with bar charts and screen captures to make this easy to grasp.
By Star Bradshaw, VP of Conversion Rate Optimization
Part 2 of 2
Is your website generating the volume of leads, contacts or sales you’re aiming for? If your site is wildly exceeding your expectations, and you’re shopping for an Italian villa for your early retirement, then go. Skip this article. (But invite me to visit before you leave.) If instead, you’re like most of us and suspect your site could be working harder for you, stick around. I’m going to explain how to find clues about what people are doing on your website which will help you make strategic improvements to user experience. And this, in turn, nearly always has a positive impact on ROI.
The first step to improving your website is to identify and fix any technical issues that may be undermining visitor interaction, which we talked about in Part 1 of this article.
Once you’ve done that, begin to hone in on visitor behavior. There are a multitude of ways and tools to assess what your visitors are doing on your site, but let’s focus on one of the top areas of interest for many site owners: Read more…
By Star Bradshaw, VP of Conversion Rate Optimization
Part 1 of 2
Have you ever wondered exactly what people are up to on your site? If you have contemplated this, it was likely triggered by the desire to understand why more visitors weren’t responding to your website. In other words, you’ve probably asked, “Why isn’t my site driving more contacts, leads, subscriptions or sales?”
Businesses grapple with this question routinely. (If they’re smart, they do.) Unfortunately, when frustrated site owners ponder what people are doing on their website, the answer is all too often: They are leaving. Fortunately, there are lots of ways you can gain insights on these fleeting visitors in order to strategically improve your website, thereby increasing their engagement and response.
To begin to better understand visitor behavior, take a look at some key metrics in your analytics. Indicators of unsatisfied visitors can be found in certain engagement and conversion metrics. Read more…
Special thanks to Dana Udwin, SEO Manager, for contributing heavily to this article.
Any good digital marketer will spend a lot of time with a company’s web analytics data. The amount of information contained there can be utterly overwhelming, but it’s worth the time to dig in and find the treasure trove of gold nuggets that can help guide digital marketing strategy and generate better results.
We like to delve into Top Performing Keywords, Underperforming Keywords and Top Performing Pages for our clients. Caveat: this assumes that you’ve done the research to determine which keywords to target, and that the website is properly optimized. It also assumes that your web analytics software has been installed correctly and is tracking properly (otherwise, all bets are off!).
First, look at Top Performing Keywords, Read more…
While the world is moving toward more transparency and more data availability, Google recently backtracked on this front. In a move unnoticed by most, Google is now blocking organic keyword data from being captured for searchers who are logged into
Google or searching on Google’s secure (https) site. This means that when marketers look at their web analytics, keywords used by these searchers are not displayed, but are lumped together under “(not provided).”
Why should you care? Because taking away this data makes it harder for marketers to measure the performance of their search engine optimization (SEO) efforts. When we know which keywords drive traffic – and more importantly, conversions – we can invest more of our time and effort into those keywords rather than less valuable ones. We can ensure that landing pages are directly relevant to the keyword that brought the searcher to that page. In general, we can continue to hone our efforts and maximize our results.
Google recently announced a significant change in how it handles search privacy. It has begun encrypting search queries for anyone who is signed in to
a Google account, such as Gmail.
This means that when you are signed in and run a search on www.google.com, you will be automatically redirected to https://www.google.com. So the terms you search on and the search results page will be encrypted.
Google explains the reason for this change:
As search becomes an increasingly customized experience, we recognize the growing importance of protecting the personalized search results we deliver. As a result, we’re enhancing our default search experience for signed-in users.